Abstract
A video showing a nine-year-old boy driving a Ferrari, with his seven-year-old brother in the passenger seat, went viral on YouTube.1 It was not only the age of the driver and the irresponsibility of the parents that was startling, but also that the incident took place in the southern Indian state of Kerala. This may be an extreme example of the proliferation of a luxury item found in an unexpected context, but the amateur video footage clearly shows that the market for contemporary luxury is far from being a Western phenomenon.
Keywords
Luxury Good Passenger Seat Luxury Brand Gold Jewellery Luxury Item
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Preview
Unable to display preview. Download preview PDF.
References
- Euromonitor International (2012) ‘Sizing up Luxury Goods Opportunity in Africa’s Frontier Markets’, 4 September, http://blog.euromonitor.com/2012/09/sizing-up-luxury-goods-opportunity-in-africas-frontier-markets.html
- McKinsey Global Institute (2012) ‘Winning the $30 Trillion Decathlon: Going for Gold in Emerging Markets’, August, http://www.mckinsey.com/insights/strategy/winning_the_30_trillion_decathlon_going_for_gold_in_emerging_markets
- McKinsey & Company (2013) ‘Upward Mobility: The Future of China’s Premium Car Market’, March, http://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/Automotive%20and%20Assembly/PDFs/Upward_mobility_the_future_of_Chinas_premium_car_market_EN_FNL.ashx
- Minder, R. (2013) ‘Watchmakers Find Gold Rush in China Is Slowing Down’, 26 April, http://www.nytimes.com/2013/04/27/business/global/27iht-watch27.html?pagewanted=all&_r=0
Copyright information
© Glyn Atwal and Douglas Bryson 2014