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Lifestyle challenge are more important for affluence car brands, and that’s why you see them announcement their articles and alms analysis drives at antagonism d’elegance such as Pebble Beach and Amelia Island. Tennis and polo matches are accepted for sponsorship, too. That trend is accelerating as, in some cases (such as in Detroit), acceptable auto shows accept absent their luster.  



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In Irving, Texas, for instance, Apex Automotive ally with such brands as Hublot watches, the Dallas Symphony, and Core Water to put on automotive affairs events. Elite Auto Salon has sponsored agnate challenge at Pikes Peak International Raceway in Colorado. 

In San Diego in July, the Extreme Autofest Car Appearance and Affairs Festival included aggregate from a aggressive car appearance to concert performances, a bell-ringer village, and alike a bikini contest. For the aftermarket crowd, Tuner Evolution at the Portland (Oregon) Expo Centermost brought calm vendors and their products, celebrity appearances, and alive bandage shows. 



The challenge alter in appeal, of course, but they’re unified in advertence auto brands with agitative (and generally upscale) lifestyles. Obviously, a accommodating affiliation helps accompany bodies in, too. 



Luxury auto sales are down, victims of the SUV onslaught. As The Wall Street Journal appear aftermost year, “Sedans, continued a attribute of the American accessible road, are crumbling in the rearview mirror. In an industry-altering shift, millions of drivers accept fabricated what seems to be a complete embrace of sport-utility vehicles.” 

Automakers accept adopted a “if you can’t exhausted ’em” action and brands that already swore never to go off-roading are now fielding cars such as the Rolls-Royce Cullinan, Maserati Levante, and Lamborghini Urus. But few are abandoning commuter cars entirely, and affairs challenge are a abundant abode to advertise the new auto models. Hence the absolute Rolls-Royce Phantom on affectation in Texas. 

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The Four Seasons Hotel in Irving offers a golf course, a full-service spa, two pools—and the anniversary Park Abode Affluence and Supercar Showcase. Now in its third year, it’s a abnormally Texas affectionate of show—big—combining a affectation of new models with a antagonism d’elegance for abstract and added attractions. This year’s appearance takes abode Sept. 28, and appearance a Mercedes-Benz beer garden, a appearance show, a Haute Hat Contest, the adventitious to assurance up for cruises, alive music, and aliment from 20 breadth restaurants. 

This week, Rolls-Royce and McLaren (whose U.S. address is anon to backpack to Dallas from New York) captivated a preview, and offered journalists a adventitious to drive the new models—Rolls-Royce’s Cullinan SUV and McLaren’s 720S Spider convertible. 

In case you were apprehensive why McLaren would backpack to Texas, accede that in 2017 the aggregation awash 1,300 cars in Arctic America. Some 85 of those sales were in Dallas-Fort Worth and 65 in Houston.

Ken Schnitzer is amenable for abounding of those Texas McLaren sales. He is administrator of Park Abode Dealerships, a one-stop in arctic Texas for affluence cars—it offers 17 brands (all of them upmarket), including McLaren, Bentley, Rolls-Royce, Maserati, Mercedes-Benz, Jaguar, Porsche, Lexus, and Land Rover. Tiny supercar brands such as Koenigsegg and Karma are additionally sold. Schnitzer says the advertise is advised to “let our barter acquaintance abundant brands forth with the affairs element—fine aliment and music.”

Automakers such as Rolls-Royce accept to anticipate about chump service, too. Gerry Spahn, the Arctic American arch agent for the brand, was at the Four Seasons accident with two Cullinans and an absolute Phantom—the bespoke archetypal that consistently sells as a awful alone agent with a basal band about $500,000 or $600,000. 

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McLaren was additionally in appearance in Texas, alms a ride in the 720S about Irving’s flush arcade malls. 

Obviously, a McLaren SUV would comedy able-bodied in Dallas/Fort Worth, but Joseph says it’s not activity to happen.

“It’s not in the affairs through 2025,” says Tony Joseph, admiral of McLaren in Arctic America. 

What McLaren will do, says McLaren communications carnality admiral Roger Ormisher, is action a sports admirable touring GT car that beneath its rear bear can board full-sized sets of golf clubs. “It’s a absolutely new articulation for us,” he says. 

The 2020 archetypal car will be on the bazaar in October. Additionally advancing is electrification. “That’s actuality discussed,” Joseph says. A absolutely electric car could appear by 2025, at which point McLaren would additionally action amalgam options in all of its archetypal lines.  

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Name acceptance for McLaren has happened quickly, but Joseph admitted, “We accept a means to go to access awareness.” Challenge such as the Park Abode advertise are ideal, he says. McLaren doesn’t yet accept a U.S. acquaintance center, as abounding added high-end brands do, but it does sponsor appropriate challenge such as buyer alley rallies that end up at Pebble Beach. Thirty cars showed up for the assemblage this year.

The Phantom on affectation in Texas (no drives possible) had a amount tag of $562,775, and the argent McLaren 600LT Spider, $289,320. These are not accidental purchases, but Spahn and Joseph said that sometimes barter do buy them casually—saying “I’ll booty it” at challenge such as Park Place. At Pebble Beach, two Rolls Phantoms begin new owners in absolutely that way. 

Prospective purchasers appetite to see the cars in the metal—rather than aloof online—and it’s acutely bigger if they can see them amidst by the accoutrements of affluence living: food, wine, artist clothes, and high-end hotels. 

The biographer was a bedfellow of Rolls-Royce.

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