I think they’ve learned the hard lesson VHNW and UHNW people don’t have a great deal of loyalty. If they can afford whatever they want, they’ll buy whatever other people lust after at the time.
You see so many of these people part exchanging their Ferrari for the latest McLaren, then dumping the McLaren when the latest Lamborghini comes out. Then Lamborghini upset him and he goes to Aston Martin, doesn’t like it and goes back to Ferrari.. and so on.
Also, they’re not rich because they’re stupid. They question “value” – and if it doesn’t lay in the amazing brand image any more (sorry B&O) of the general population it then truly needs to be ‘worth it’ from a product perspective. If not, they’ll defect.
Maybe I’m totally wrong, but I don’t feel I am.
