It has nothing to do with the quality of the product. In America it has always been about Branding. Getting rich people to buy into it makes everyone else want it too so they can see how it feels to ride in a rich man's vehicle. All branding.
I always have to chuckle when I see average women carrying expensive brand name purses. It's like the purse costs more than everything in it. They think it'll help them attract richer men because it's a known fact that (in general) women like to marry upwards in social class.