This is a case study I did in 2016. Touareg and Cayenne were at the time almost identical cars, produced by the same people in the same factories. But Porsche sold the same car for almost €20.000 more. I was wondering, why.

My conclusion was already at the time, that people are willing to pay more just for being treated with dignity and respect.

I repost this video today, because I have now even stronger evidence that this is, indeed, the reality. The price premium for luxury goods is not so much about better features. It is about culture, about the way we treat people.

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