What it takes to be considered wealthy in Australia

The amount of money needed to be among Australia’s top one percent has doubled over the past two years, a new report has revealed.

The Wealth Report 2023 released by Knight Frank today shows that to be amongst those in the country’s high net worth individuals in 2023, Australians require a minimum of US$5.5m, up from US$2.8m in 2021. The findings place Australia in third place, beyond Monaco and Switzerland in terms of the money required to be considered among the wealthiest in the country, up from seventh position just two years ago.

Based on current trends, that figure is set to rise significantly over the next five years, the report said, with the number of high net worth individuals set to rise by 71.1 percent and ultra high net worth individuals increasing by 40.9 percent.

To be counted among ultra high net worth individuals, according to Knight Frank, would require net wealth exceeding US$30m.

Knight Frank’s head of residential research Australia, Michelle Ciesielski property was a key driver of wealth in Australia.

“A large contributor to the top one percent wealth level doubling in Australia over the past two years has been prime residential property performance recording an upward trajectory, resilient despite the rising cost of finance, as we know 49 percent of this cohort tend to be cash buyers,” she said. “On average, the (ultra high net worth) UHNW population in Australia owns 2.9 homes, or equivalent to 36 percent of their total wealth is in primary and secondary homes.”

Ms Ciesielski cautioned that with more Australians struggling to get a foot on the property ladder and increasing attention on sustainability, assets held by high net worth individuals may come under greater scrutiny.

“It’s notable that the ongoing inequality of global wealth could see a greater focus on this group – particularly in terms of greater taxation on assets to support government spending throughout the pandemic, and even emissions as countries seek to develop sustainable strategies for the environment and society.”

Social media personality Supercar Blondie, a London-based Australian whose real name is Alex Hirschi, found her niche posting automotive eyecandy for eager viewers rather accidentally.

“I started out as a journalist, and I just fell into cars through my radio show,” says Hirschi.

For someone who “fell into” cars, they’ve certainly been good to her—the Supercar Blondie network of social channels that includes Supercarblondie.com has 110 million subscribers, including 18.4 million on YouTube and 56 million on Facebook. The content has 2 billion views per month, according to the company.

Alex and Nik Hirschi, the Supercar Blondie couple, in Las Vegas.
Jim Motavalli photo

Hirschi, whose first car was a lowly Mitsubishi Lancer, produces the Supercar Blondie content with her husband, Nik Hirschi, who is Swiss. The radio show was on the Arabian Radio Network in Dubai from 2012 to 2017. Dubai is full of supercars, and Hirschi, then known as “Radio Blondie,” said it was a natural fit to drive some of them—Bentleys, McLarens, Ferraris—for on-air features. The independent Supercar Blondie content creation company was launched in Dubai (where Nik Hirschi worked at Bloomberg, Barclays, and Thomson Reuters) in 2017 and has been growing ever since.

“I just loved supercars, and what started out as a hobby after I was loaned a Bentley Flying Spur to drive around Dubai eventually got more serious,” Alex Hirschi says. “We started filming my encounters with cars and uploading the video to our channel.” These days the couple travels 300 days a year; Penta first caught up with them at the Consumer Electronics Show in Las Vegas .

The Tyde Icon electric hydrofoil uses BMW batteries.
SBX Cars Photo

And now SB Media Group, based in London with 65 employees, Nik as CEO and Alex as the co-founder and on-air talent, is going into the auto auction business. SBX Cars, based in California, launched this week. The inaugural inventory goes beyond cars, and includes an electric Tyde hydrofoil yacht designed by BMW. There’s also a no-reserve Tesla Cybertruck, a one-of-nine Lamborghini Veneno Roadster, and a one-of-three Lamborghini Veneno Coupe. Likely attracting attention will be the first public auctions of the Mercedes-AMG One and the Hyperion XP-1 hydrogen-powered prototype. There were three LaFerrari prototypes, and one will be auctioned by SBX Cars.

A collection of John Player Special Lotus F1 racing cars will also be auctioned, as well as Lotus transporters, and founder Colin Chapman’s personal plane and some vehicles from his garage. Other high-dollar items include a Mercedes 300SL “Gullwing,” a Lamborghini Miura, a BMW 507, and an Aston Martin DB5. The estimated valuation of the auction lots consigned is US$100 million.

The Mercedes-AMG One was limited to 275 units.
SBX Cars Photo

The auctions will be online, but there could be some in-person events in the future. “We’re going to be the only digital auction site that focuses on the high end,” Nik Hirschi says. “We will focus on cars that are super-cool, with many that are one-of-a-kind, and we’re going to be attracting collectors from all over the world. Every car will be represented on the site with 200 photographs, taken by our global network.” Video will also be available.

SBX Cars says it will speed up the process for consignors, with just a few weeks until their cars become available on the site. Once up, the vehicles will remain available for one to two weeks. SBX Cars Auction Director Lance Butler, a Bonhams veteran, said in a statement that the auction “introduces our clients to a far easier buying and selling process, all while accessing one of the world’s largest global audiences by way of Supercar Blondie.”

The prototype Hyperion XP-1.
SBX Cars Photo

Mercedes 300SLs, Aston Martin DB5s, and BMW 507s are frequently auctioned around the globe, but SBX features some true exotics.

What it takes to be considered wealthy in Australia

Property price surges propelled Australia into third position in the world, wealth report reveals