A Car That Costs as Much as a House Is the Latest ‘Dream’ of America’s Upper Middle Class

When Lamborghini announced its end-of-an-era Huracán Super Trofeo Jota last April, in an edition of just 10, it sold out immediately. No price was announced, though it was probably above US$400,000. That hardly deterred buyers eager to own one of the last Huracán supercars.

Ferrari’s limited-edition 812 Competizione and 812 Competizione A in 2021? The 999 hardtops (US$598,567) and 599 targas (US$694,549) were gone very quickly, though maybe not in 60 seconds.

Meanwhile, the Rolls-Royce Black Badge Cullinan “Blue Shadow Private Collection” cars that appeared in 2023, just 62 in number, disappeared within two weeks. Black Badge Series II Cullinans start at US$470,000 for 2025, but these special editions are pricier—more than US$600,000.

“The primary driver for Rolls-Royce Cullinan clients is not price, but a combination of lifestyle and personalised exclusivity,” says Martin Fritsches, president and CEO of Rolls-Royce Motor Cars North America.

The global supercar market was US$17.5 billion in 2023, reports MarketResearch.biz, but it could soar to US$24.9 billion by 2033. Supercars, Business Research Insights says, “are a symbol of luxury, performance and status, appealing to affluent buyers who seek exclusivity and the thrill of driving a high-powered machine. … With a growing global economy and increasing wealth, the demand for supercars continues to rise.”

In the U.S., the American International Automobile Dealers Association reported that luxury brand deliveries in 2023 were more than 2.6 million, accounting for 17% of U.S. light-vehicle sales. That was up from 2.2 million sales in 2021 (and a 14.7% share).

Supercar sales represent small totals, but big potential profits. It’s a niche with an increasing number of startups, including battery cars from companies such as Lucid and Rimac. Ferrari, for instance, reported a US$1.36 billion profit in 2023, a yearly record. That’s despite producing only 13,221 units in the year. Ferrari has typically produced between 8,000 and 11,000 cars annually, but it’s one of the world’s most written-about, admired, and sought-after brands.

And Lamborghini had its best year in 2023, with an operating profit of US$777 million. That’s on sales of 10,100 globally. But each sale was a big ticket: The Huracán buyer in 2023 paid between US$212,090 and US$340,690. Volume didn’t help Tesla all that much. The company sold 1.8 million vehicles globally in 2023 (and had the world’s best-selling car in the Model Y), but has been experiencing declining profits.

This year, the supercar and luxury carmakers are revelling in the power of special editions and the one-of-one “bespoke” commission. Without having to make major changes to their existing models, the companies are able to greatly increase the price—via distinctive colours, interior appointments, and personalisation. Perhaps Tesla would do better if it too delved deeper into accommodating its eager customers with vast personalisation possibilities. Who wouldn’t want a one-of-10 SpaceX Edition of the Model Y?

Meanwhile, established supercar makers are rapidly transitioning to electric and hybrid drive, motivated by international regulations that will ban internal-combustion engines by 2035. Maserati, for instance, is introducing electric “Folgore” versions of its GranCabrio convertible this year, and MC20 supercar in 2025. There will be a new electric SUV in 2027 and a four-door battery Quattroporte in 2028. Electrification is not likely to lead to either lower prices or lower demand, but there’s no certainty.

The Collector Market Is Cruising, Too

The market for collector vehicles above US$200,000 also remains quite healthy. The US$143 million paid for the 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupe in 2022 surpassed the results of any other car sold at auction by more than US$90 million.

This 1955 Mercedes-Benz coupe broke records when it sold for $142m in 2022

Critics who said that high-dollar buyers would never buy US$200,000-plus cars online (without seeing them in person) have been proven dramatically wrong, and the increase in online buying on sites like Bring a Trailer (BaT) and Cars & Bids has stoked rising values.

“March 2024 was the largest-volume month in our Premium Listings category since we launched it in 2019,” says Randy Nonnenberg, president and co-founder of BaT. “April 2024 followed on with 64 vehicles selling at over US$200,000 in value, with the top sale a Bugatti Chiron at US$3.075 million.”

Offerings in that price range from a US$250,000 1932 Ford hot rod coupe and a Lexus LFA to modern Ferraris and Ford GTs, Nonnenberg says. “The low transaction fees of our online platform make it very attractive for buyers of these expensive items when compared to other venues.”

Pre-owned supercars (and adjacent American muscle) often appreciate in the marketplace, with the rare (and most powerful) ones commanding huge prices.

“The strong US$3.5 million paid at our Amelia Island auction in March 2024 for a Porsche 918 Spyder Weissach—as well as many other strong prices for contemporary supercars—demonstrates the strength in this segment,” says David Gooding , president of the Gooding and Company international auction house. Seven cars priced at more than US$10 million were offered at auction last year, reports Hagerty, with as many as 10 expected in 2024.

McKeel Hagerty , CEO and chairman at Hagerty, says the US$200,000 price point is an interesting one in the enthusiast car market.

“With a budget like that, you can buy some fantastic classics with a rich history, late-model supercars, or you can build a wide variety of the latest restomods [older cars restored with modern amenities],” Hagerty says. “These are the dream cars of the American upper-middle class.”

Hagerty says that US$200,000 would buy “a great, early Porsche 911 S or Jaguar Series 1 E-Type Roadster.” A supercar car lover might also find a Lamborghini Huracán or Ferrari 458 with “weapons-grade performance” in the price range, or a Plymouth Superbird and ‘66 Mustang GT350, he adds.

A rare 2015 Porsche 918 Spyder Weissach supercar

Despite the demand, Brian Rabold, vice president at Hagerty Automotive Intelligence, says that high-priced cars don’t necessarily appreciate as fast as some others when they age.

“In the past five years, the 87 vehicle generations in the Hagerty Price Guide with an average value between US$200,000 and US$500,000 have seen an average value growth of 9.24%. This lags behind the 35% average value growth seen in the remaining 1,351 vehicle generations,” Rabold says.

Nevertheless, he says the future “looks bright” for the US$200,000 to US$500,000 segment. “These vehicles are becoming more popular among collectors. Surprisingly, Baby Boomers (who hold most of the wealth in the country) are not driving this growth.” Hagerty is seeing more queries from Gen-X.

“Owning a desirable car or truck that you can drive, or show is much more fun than storing your stock certificates in a safe,” says Craig Jackson , chairman and CEO of the Barrett-Jackson auction house. “Plus, it can offer a long-term upside if you research before you buy.”

OpenAI says it is scrapping the release of its next-generation AI model over safety concerns that researchers raised during internal testing, in one of the clearest signs so far that agent misbehavior could stymie the industry’s rapid progression.

The move follows a summer punctuated by reports of artificial-intelligence systems industrywide going rogue, and marks a rare case of a major AI developer ditching a new release because of safety concerns.

The company had planned to launch the model, known as GPT-6.1 Astra, in the coming days or weeks, aiming for an October debut. The model was more capable than the company’s previous models in completing challenging tasks from end-to-end without human assistance, as well as writing.

The company instead will focus on improving the safety of future models, which it expects to be even more capable.

Saachi Jain, OpenAI’s head of safety systems, said in an interview that GPT-6.1 Astra regressed in two areas. Compared with its predecessor, GPT-6 Astra, the model performed poorly on tests measuring alignment, or how well the model adheres to what humans would like it to do. Specifically, GPT-6.1 Astra showed higher levels of deception: It wasn’t always honest about telling users of the actions it did or didn’t take.

Another issue was what OpenAI calls “scope authorization,” meaning that GPT-6.1 Astra would push ahead on a task without asking the user for permission, and would at times reach for external tools and services even if it might be unsafe.

“For anything regarding safety and alignment, there’s a trade off,” Jain said. “You really do need to find what’s the right line between staying within scope, but also avoiding laziness in terms of how the model actually pursues tasks even when it hits friction.”

OpenAI CEO Sam Altman attended a United Nations Security Council meeting about AI last week. Alexi J. Rosenfeld/Getty Images

While GPT-6.1 Astra improved in areas such as “model laziness,” Jain said it didn’t quite meet OpenAI’s bar for safety and alignment, so the company decided not to launch the model publicly.

The announcement comes one day ahead of OpenAI’s annual developer conference in San Francisco. In the past, OpenAI has used the conference as an opportunity to launch new models and services that reduce costs for software developers—a segment the ChatGPT-maker competes with rival AI company Anthropic to win over.

In recent weeks, OpenAI and Anthropic have called on industry partners to slow down the development of cutting-edge AI models and invest in safety standards, noting they will temper the pace of their own internal AI progress.

OpenAI says it is working to investigate a range of agent security incidents that it has discovered in recent months, and address the safety issues underneath them. As part of the work, the company has implemented a new monitoring system to catch AI-agent misbehavior more quickly, and started requiring engineers to use stronger security guardrails for testing its AI systems.

Earlier this summer hundreds of OpenAI’s internal agents, which were tasked with completing a cybersecurity test, ended up hacking into the AI company Hugging Face. Since then, high-profile organizations such as the Australian government and United Nations discovered that OpenAI’s agents used similar, but less extensive, techniques to gain access to their websites.

Many of the publicly known agent-security incidents involved OpenAI’s internal AI models that were never slated for public release.

Last week, OpenAI said it paused training on its most capable AI models after an AI agent slipped through a gap in the company’s internet restrictions to query a public chatbot. The company said its new monitoring systems flagged the incident within 15 minutes, and training on these models remains paused.

GPT-6.1 Astra isn’t one of those models, but a different case, the company said.

“We want to make sure our model development is safe no matter whether that’s in the company, or when we ship it to users,” Jain said. “But when we ship it to users, we have an extremely high bar in terms of safety and alignment.”

While the company decided not to ship GPT-6.1 Astra, it hopes to use the same base model to do additional reinforcement learning runs, and create future generations of its GPT-6 models.

OpenAI plans to conduct several deep dives to identify the root cause of the problems identified in GPT-6.1 Astra, Jain said. The work includes ensuring that OpenAI’s reinforcement learning environments are rewarding the right type of behavior, Jain added, though she noted the company would investigate all stages of model development.

AI companies have begun to draw scrutiny from policymakers and public officials, who are paying attention to the rapid development of the technology. Later this week, a Senate subcommittee is holding a hearing with third party AI researchers titled, “Rogue AI: Securing the Homeland Against AI Agent Attacks.”

Florida Attorney General James Uthmeier, a Republican, sued OpenAI in June, claiming that the company and Chief Executive Sam Altman knowingly released an unsafe product and ignored warnings that it could harm users.

In a motion for temporary injunction filed Monday, Uthmeier sought to prevent OpenAI from developing new AI models without third-party approved safeguards, stop ChatGPT from soliciting user engagement and limit the company’s ability to advertise ChatGPT as safe.

Tech companies claim they “cannot stop barreling forward with their potentially civilization-ending endeavors unless they are forced to do so by the government,” Uthmeier said in the filing. “The Florida Attorney General is answering your cry for help.”

An OpenAI spokeswoman said that people want to know AI is being developed safely, “and that starts with what companies like ours do ourselves.”

“Governments have an important role to play in setting robust safety standards for AI, and we’re committed to working with Florida and other states on advancing pragmatic AI policies that apply to the entire AI industry—not just one company,” she said.