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The luxury car market is hurting along with the rest of the auto sector, with sales at record lows. But luxury automakers are still hoping their history of solid engineering, performance and brand cachet will convince tentative buyers it's worth it to shell out the extra thousands to buy their cars. Like any other vehicle purchase, however, it depends on what you need--and on how much you care about your image, of course. Not everyone who owns a Porsche 911 or Audi R8 cares about their superior handling--some just want to be seen driving them. We all know what a luxury car should be: Long, roomy, a big V8 or even V12, lots of electronics. Picture a Bentley Flying Spur, or a BWM M3 convertible all are prestige cars. "It's about emotional connections that people can make with a brand and how it makes you feel," says Wes Brown, a principal consultant at Los Angeles-based consumer-research firm Iceology. But there's more to luxury cars than Prestige Car Hire. Premium cars offer the most advanced safety options and best entertainment technology on the market, not to mention some of the plushest interiors and most options for customization. But that's an old definition. Nowadays, it's the brand that counts, so luxury may be a Aston Martin, smaller Mercedes C Class or BMW 3 Series. BMW North America President Jim O'Donnell says "This is the first time, I would say, since 1931 there was such a recession, because there were always areas of the country that [kept luxury cars] popular," O'Donnell says. "Now, everywhere has been affected." O'Donnell says luxury brands will rebound quicker than the rest, however, thanks to financially healthier dealerships, better leasing and certified pre-owned programs and loyal customers. "I think that in the bad times, people go to authentic and credible brands," says Geoff Day, a spokesman for Mercedes. "That's why we benefit," he adds, where the non-luxury market does not. At Season Car Hire we have a large range of Prestige cars available for hire in the UK. Whether you need a car for a special occasion, like a wedding, or an anniversary, or need be chauffeured driven for an airport transfer or corporate travel, or just want to make a journey with a luxury car hire, we can provide the vehicle that will best suit your needs and preferences at great prices. More Luxury, More Safety Luxury cars also benefit because the brands excel when it comes to safety--and have enough credibility for consumers to splurge on new innovations. Electronic stability control, blind-spot warning systems and anti-lock brake systems (ABS) all found their way into the general car market after their introduction in luxury vehicles. Image Counts for Something Raw performance and safety aside, the intangible value of status does add to the worth of a luxury vehicle. Researchers at Consumer Reports may not put any stock in brand names, but anyone concerned with keeping up with the Joneses does. "Some people want the latest and greatest of whatever," says Jeff Bennett, an automotive marketing professor at Northwood University in Midland, Mich. "It's about having the money to buy it. It's about being able to say, 'Hey, this is how successful I am.' " With conspicuous consumption seen as gauche at the moment, many in the luxury auto market say buyers are focusing on their core models, however mundane they might be when compared with the higher end. BMW's 128i coupe, for instance, does not have the standard adaptive xenon headlights, high-performance brake control and V8 engine of the much more expensive M3 coupe. The price difference between the two is considerable. Fortunately, however, this is what forces luxury automakers to offer down-to-earth amenities like all-wheel drive in order to remain distinctive and practical, Fisher says. And that is what makes luxury cars worth more than just the prestige. Prestige cars are changing. You don't have to be a weatherman to know which way the wind is blowing.