Luxury-Car Ownership Benefits Go Beyond the Car

When shopping for a new luxury car, it's almost guaranteed that no matter which model you choose, you'll walk away from the dealership with a vehicle full of gadgets and comfort and convenience features.

That's not all, though; luxury-car ownership has benefits beyond the car itself, as automakers like Acura, Audi, BMW, Mercedes-Benz and Land Rover typically include additional ownership perks that non-luxury brands don't offer.

When it comes time to go back to the dealership for routine maintenance or repairs, many luxury dealerships offer amenities in the waiting area that aren't commonly found at your ordinary dealership. Niceties can include wireless internet access, large televisions, gourmet coffee and even complimentary baked goods. Dealerships are independently owned, however, so the experience may differ from dealer to dealer.

"Many Acura dealerships have undertaken facility improvement programs to enhance the purchase, service and parts experiences Acura customers have," Acura spokesman Chuck Schifsky said. "Some have added gourmet coffee shops and free wireless internet into their waiting areas, which are laid out more like a high-end cafe than a car dealership."

These additional services help luxury automakers score high in customer satisfaction surveys, like J.D. Power and Associates' Customer Service Index study.

"Premiums [brands] have traditionally done well on CSI, and a lot comes down to the fact that they are selling a premium make," said Thomas Gauer, senior director of automotive retail research at J.D. Power and Associates. "People don't just want a special vehicle, but they want to be treated special as well, like a first-class passenger. It's this whole element of how you are treated."

Some European automakers, such as Audi, offer the option of picking your car up right after it rolls off the assembly line.

Beyond making the customer happy at the dealership, other common benefits of buying luxury include longer warranties than you'd get from non-luxury counterpart brands. For example, Acura's four-year/50,000-mile bumper-to-bumper warranty is longer than sister brand Honda's three-year/36,000-mile warranty. Similarly, Toyota's Lexus luxury brand has a four-year/50,000-mile warranty, while Toyota vehicles come with a three-year/36,000-mile warranty.

Services that aren't typically covered under warranty may be covered at no cost under free maintenance offers from luxury brands, like BMW's Ultimate Service maintenance program. That program covers the cost of scheduled oil changes, brake pads, rotors and inspections for the first four years or 50,000 miles. Audi throws in the first scheduled maintenance, at 5,000 miles or 12 months, free of charge, and Jaguar also includes the first year's scheduled service at no charge.

When the time comes to leave the car at the dealership for service, a loaner car may be needed to keep you on the road. Instead of being stuck in a run-down compact car, luxury buyers may be placed in a similar or nicer vehicle, which is another plus in the area of customer service that may help generate loyalty, Gauer said.

A Chicago-area Lexus dealership we contacted offers new loaner cars to its customers, including the IS, ES and RX. This dealership also had the all-new HS250 hybrid en-route for loaner duty. Customers have the option of requesting a particular car if they want to, but they're typically given whichever is available. Similarly, a nearby Mercedes-Benz dealership said that any customer who is in their shop for an estimated two hours or more is welcome to a complimentary loaner car that may be a C-Class, ML-Class or R-Class.

More extravagant benefits include the option of overseas delivery from automakers like Audi and Mercedes, so North American buyers can arrange to pick up their car as it rolls off the assembly line in Europe, then have it shipped back home. These are typically arranged as packages where automakers supply hotel, ground transportation and temporary insurance arrangements during the stay. Airfare is separate.