{"id":17120,"date":"2026-08-15T20:00:00","date_gmt":"2026-08-16T00:00:00","guid":{"rendered":"https:\/\/www.autonocion.com\/us\/?p=17120"},"modified":"2026-08-15T08:42:34","modified_gmt":"2026-08-15T12:42:34","slug":"supercars-in-trouble","status":"publish","type":"post","link":"https:\/\/www.autonocion.com\/us\/supercars-in-trouble\/","title":{"rendered":"Supercars are in trouble: Influencers may flock to them at Monterey Car Week, but rich people aren’t actually buying them"},"content":{"rendered":"

I think there is no denying that a McLaren looks fresh as heck with its doors up, that a Lamborghini looks straight out of a Grand Theft Auto Online server. Supercars look cool, and they usually have performance to match. But I’ve never found myself drawn to them at all.<\/p>\n

While at Monterey Car Week, the most interesting car spotting moments were super rare hypercars, weird concept cars, a car with a fan<\/a>, track cars, old classics… The Lamborghinis and Ferraris did nothing for me. The teenagers would flock around them, grabbing videos from 239832 angles, telling each other they’d never get one with this feature or that… It was all very performative and embarrassing.<\/p>\n

My boyfriend overheard a teenager claiming that his dad was going to get him a Koenigsegg. I texted back, “Boring.” Nobody is impressed by a kid just getting a random car he didn’t earn. And most of the supercars there weren’t even owned. They were just being shown off by luxury brand dealerships and lifestyle Instagram accounts that lease supercars.<\/p>\n

Being from Los Angeles, you see actual owners driving Lamborghinis around quite often, so maybe I’m “spoiled.” But it’s just really not interesting. You know that guy is gonna put the car back in storage after the drive and not see it again for a few months.<\/p>\n

It seems like I’m not the only one who finds supercars a bit… Meh.<\/p>\n

What’s happening with luxury carmakers?<\/h2>\n

An anonymous insider recently shared some shocking information regarding the luxury car market with The Drive<\/a>. He emailed them to tell the publication that many luxury brands are struggling, including Lamborghini, Bentley, and Aston Martin.<\/p>\n

The biggest turnoff? The monthly payments. As these cars get more expensive (as all new cars are), the monthly payments are becoming offensively large.<\/p>\n

For the last few years, drivers were willing to pay more for sports cars and luxury vehicles because it was the only way to get a new one. For rich people, it’s more a matter of “am I willing to” rather than “I can’t.” And the prices have recently become too high for some rich people to make the purchase. I’m sure it can start to feel like you’re getting taken advantage of or even called stupid.<\/p>\n

“Eh, raise it by $5,0000, rich people will still get it.”\u00a0<\/em><\/p>\n

On top of paying more up front and per month, supercars are known for depreciating like crazy. So the rich people who buy cars as investments are starting to feel that mass production supercars are not a smart move.<\/p>\n

Kelly Blue Book found this to be the case in a recent study on car market trends in July 2026. While new car prices have been increasing, it wasn’t by a lot last month. This isn’t because the market is stabilizing. It’s because people are refusing to be ripped off, especially the wealthy.<\/p>\n

What are rich people buying instead?<\/h2>\n
\"Porsche
Porsche<\/figcaption><\/figure>\n

“Consumers continued gravitating toward more affordable segments, with subcompact SUVs, compact cars, and midsize cars all seeing year-over-year sales gains, “Kelly Blue Book expressed. If there is an expensive vehicle with a cheaper alternative, that’s often the one that gets sold.\u00a0<\/span><\/p>\n

While you can’t fully escape the rising costs of new vehicles, customers are trying their best to save money throughout the process. They are opting for smaller and more efficient vehicles rather than massive SUVs and luxury rides.<\/p>\n

This has left expensive luxury cars in a bit of trouble. Most Americans are looking for cheaper cars and rich people are starting to feel taken advantage of. Porsche’s global sales are down, and its U.S. sales are an unnoticeable smidge higher. Meanwhile, used Porsche sales are increased. It’s not that people hate Porsche. They just don’t wanna pay the price for a new one.<\/p>\n

The Drive’s source noted that other luxury automakers are experiencing the same issue. Bentley allegedly only sold 150 units in the United States last month. The insider believes the upcoming EVs will be a “disaster.” Lamborghini’s sales are also down, but it has remained profitable thanks to larger margins.<\/p>\n

He added: “It\u2019s all smoke and mirrors; morale is way down at the manufacturers and at their dealerships.”\u00a0<\/span><\/p>\n

This doesn’t really surprise me, since most of the supercars at Monterey Car Week aren’t even from private owners’ garages. Most of them didn’t even have a real license plate, instead advertising whatever dealership they are from. Still, the children flocked around them, impressed by the fake wealthy man with a podcast who would give them crypto-investing advice they had made up in their minds.<\/p>\n

Well, at least that teen’s dad is buying him a Koenigsegg.<\/p>\n","protected":false},"excerpt":{"rendered":"

I think there is no denying that a McLaren looks fresh as heck with its doors up, that a Lamborghini … <\/p>\n

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