Sports Cars on the Mind – But Not in the Garage

A representative survey conducted by research institute YouGov on behalf of AutoScout24 reveals how the Swiss population perceives sports cars. Which brands dominate the imagination, how are these vehicles financed, and who actually dreams of owning one?

When the Swiss think of sports cars, Ferrari (67%) and Porsche (60%) come to mind first. They are followed by Lamborghini (37%), BMW M (25%), Audi RS (23%) and Mercedes-AMG (22%). Other brands such as Maserati (15%), Aston Martin (8%), Jaguar (8%) and Lotus (7%) achieved significantly lower mention rates in the representative YouGov survey commissioned by AutoScout24. When prompted with a predefined list, McLaren and Bugatti also gained relevance. According to the findings, 4% of respondents currently own a sports car. Of these, 88% purchased the vehicle outright or through traditional financing methods, while 12% opted for leasing.

Prestige Matters – But Only for Others

What – and who – fuels the fascination with sports cars? For most, it’s all about the driving experience and the design. Prestige, on the other hand, is mainly attributed to others – a classic case of „holier-than-thou”: people see themselves as modest while assuming others are status-driven. Seventy percent of respondents expressed no interest in owning a sports car. Thirteen percent said they had seriously considered purchasing one, including 18% of men and 7% of women. Sixteen percent dream of owning one – even without any concrete intention to buy. The desire is strongest among 18- to 29-year-olds, with 23% expressing this aspiration. Among 45- to 59-year-olds, the figure is 15%, and among 60- to 79-year-olds, it is 12%. In households with a monthly income of over CHF 10’000, one in five have already considered such a purchase – compared to just 8% in households earning less than CHF 6’000. „While young people, especially men, often dream of owning a sports car, women are more likely to prioritise ecological and financial considerations. This highlights the diverse ways people think about mobility,” says Alberto Sanz de Lama, Managing Director of AutoScout24 at SMG Swiss Marketplace Group.

Compromises and Saving Behaviour

One in three sports car enthusiasts would give up another vehicle to make their dream a reality. 24% would cut back on clothing or electronics, while 19% would save by dining out less or reducing streaming subscriptions. 15% would tap into savings, reserves, or investments – with women (20%) doing so more often than men (13%). Clear gender differences emerge when it comes to perceived saving potential: while 35% of men believe they could put aside CHF 1’000 to 1’500 per month for a sports car, 37% of women consider CHF 250 to 500 per month to be more realistic. Environmental awareness also reveals a divide: 59% of women could imagine forgoing a sports car for ecological reasons, whereas 66% of men are somewhat or completely unwilling to do so.

Data basis
The online survey was conducted by YouGov Switzerland between 9 and 16 June 2025 via its internet panel. It surveyed 601 individuals from German-speaking and French-speaking Switzerland, aged between 18 and 79, all of whom hold a category B driving licence. The sample is weighted by age, gender and region, and is representative of the linguistically assimilated population aged 18 to 79 in German-speaking and French-speaking Switzerland.