[UX#30]_Key factors of the User Experience weighing the most

 Which factor of the user experience weighs most heavily while buying a product?

What matters more to you owning a Lamborghini or a Fiat?

Lamborghini is a superluxury brand car. In India's context, it has record breaking sales in 2023 selling 100 units which is less but for a brand in high end segment, its notable achievement.


Lamborghini is famous for several key reasons:

  • Exquisite Design:  known for its bold, aggressive, and futuristic design language.
  • High Performance:  synonymous with speed and performance.
  • Exclusivity and Luxury:  known for their exclusivity. They are expensive, and production numbers are limited, which adds to the brand’s allure.
  • Status Symbol: Owning a Lamborghini is a status symbol for the wealthy, as it represents not just a vehicle but a lifestyle of luxury and exclusivity. Its association with wealth and success makes it a popular brand among celebrities and influencers, further boosting its image.


While Fiat was once a notable brand in India, it has largely exited the market due to declining sales and tough competition. If we see it has good  global presence selling 660,000 units in the first half of 2024, marking a 2.2% growth from the previous year. Fiat enjoys strong positions in regions like Europe, South America, and parts of Asia, its presence in India has significantly dwindled and so its Indian market presence is almost non-existent today. 


  • Affordability and Mass Market Appeal: Fiat's reputation is built on producing affordable, reliable vehicles with a focus on urban and small family cars.
  • Focus on Electrification: Fiat has committed to becoming a fully electrified brand in Europe. The brand has a strategy to offer only electric or hybrid vehicles in Europe in the coming years, aiming to meet growing environmental and regulatory demands.


Hence it will take time for Fiat to make its mark in this highly competitive supercar high performance space and so lower the market barriers. The brand need to take care of its users needs and what they value when they buy car like Fiat. At the end it summaries that if we compare “monetary value” and “Status symbol Value” both are high for Lamborghini whereas Fiat monetary “Value is less “ and hence affordable whereas its “status symbol Value” is very low. So it is up to customer usage and practical/ rational decisions what they prefer but at the end market trends and popularity brings the product to notice which has higher experience levels and weighs more making it a popular choice for a purchasing car decision.


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