OTOH the case that buyers are willing to pay above the official retail price enhances the image of a brand. This creates a great hype and excitement about certain models and a part of this desirability spills over to the rest of the range and to the brand name in general.

In most markets you cannot get certain Rolex watches without paying a premium. How was the legend of Daytona SS created?

Why should a manufacturer be concerned? It's good for image and it helps dealers make some extra money, especially when the overall market is down.


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"Porsche....and Nothing else matters"