Luxury cars are sold with sex, image, and performance, not features, price, or mileage like mid-priced vehicles.
You must want the image and performance before you ever consider the car.
But more importantly luxury-priced cars are to an extent halo cars. While they generate the image for the luxury/performance market and it trickles down to the lower cost models.
Tesla pumped up the performance marketing for their cars in a pure internet campaign. People who don't think Tesla markets their cars is kidding themselves. The video commercials are on the web.
Heck they had a video of the Tesla driving autonomously on the web, even though the car does not do that.