Most luxury brands could theoretically stop marketing since they can’t produce goods fast enough to meet current demand, but smart marketers are spending more to build long-term equity, Mr. Sproule said. “There’s no filtering, it’s direct-to-consumer, and we think that’s how consumers want to hear from luxury brands,” said Jeff Curry, vice president of marketing, communications and product, in describing Lucid’s marketing strategy. About 300 people who preordered the $300,000 Aston Martin 2022 V12 Vantage sports car attended dinner at the company's main factory in May. Executives said these events for existing customers and even paid events double as marketing functions, because they have the potential to raise luxury brands’ profiles among wealthy consumers. Separately, Aston Martin held a black-tie dinner for people who purchased the 2022 edition of its V12 Vantage sports car.

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