For some the decision to buy a car is purely practical, a means for getting from A to B, but if that was the case for everybody then the car industry would never make any money. Moving beyond practicality, and providing that you're willing to spend a bit of cash, the choices to be made when purchasing your vehicle are practically endless. Most people start with choosing a marque. Each brand of car is positioned and targeted at different markets, so when looking for your perfect car it is likely that you already have a predetermined notion of what brands you are interested in. Most of us have our dream car locked within our minds and imagine the day that car will become our reality. But what happens when money is no longer an object and practicality is no longer an issue? This is the delightful problem that many executives are facing; so what exactly is it that makes an executive choose between luxury and practicality in selecting their vehicle?

Leon Wood of Autoplatz believes that the specifications within the car are important to the executive buyer.

"Satellite navigation has become very important in Ireland, whereas it wasn't so important before, but now there is a high demand for it.

Parking censors are another thing that a lot of people want in their cars, and the manufactures cater for this demand, " he explained.

Autoplatz specialises in used and approved German cars such as Audi, BMW, Mercedes-Benz, Mini, Porsche and Volkswagen.

Woods has noticed that in these luxury cars there is an increase in in-car entertainment items, including the ability to show DVDs on the back seat.

"For those people who have money it's more a question of 'what can I have' and 'I want it all', " he said.

Once the executives have an idea of what they want their car to have in it, they must then focus on the brand decision. And Wood has experienced the effect of brand loyalty first hand.

"I travelled around the world as a consultant talking to people about Lexus; probably one of the finest cars ever made, " he said. "But the 400 series Lexus didn't sell in the same number as the Mercedes-Benz because it didn't have that badge appeal. That badge appeal applies to those particular German brands like the Mercedes-Benz and BMW, and from my experience in working in different markets all around the world there is a significant difference between the Mercedes-Benz customer and the BMW customer.

"Even in their advertising slogans and their mission statements you can see the difference, " he clarified.

'There is a difference in the type of person who buys them, and when somebody drives a Mercedes-Benz it's very rare for them to swap for a BMW or vice versa. It's part of the brand loyalty. This was the reason Autoplatz decided to sell such cars, because the loyalty to the brand is phenomenal. Loyalty to Mercedes-Benz is probably second to none - I've had people ask me before 'where do I go from a Mercedes Benz."

There is a certain status attached to these types of executive cars, and when the executive buys one they not only expressing their professional success, they are also affiliating themselves with the brand, which enables them and others to see them in a certain way associated with the brand. Buying luxurious cars can also help to highlight career success.

Often, a recently promoted executive will reward themselves with such a car to remind them that they are on a higher pay package and to point out to others that they are progressing nicely up the career ladder.

For example, the three pointed star on the Mercedes-Benz is still one of the greatest symbols of luxury.

Manufacturers like Audi have tried hard to catch up but the three pointed star is such a cachet, it gives people that feeling of luxury parked on their driveway. It doesn't even seem to matter if it's a C200 or C180 or even an E200, it's simply the fact that it's a Mercedes-Benz. It is this feeling of owning a piece of luxury that confirms to the executives that they have 'made it' and once they're driving around in their Mercedes or BMW, everyone else will know it too.

Top Five Executive Cars in Ireland

1. Mercedes-Benz
2. BMW
3. Toyota/Lexus
4. Audi
5. Volkswagen