Consumer demand, leasing, new products and a faltering economy are combining to keep luxury automakers competitive, says Mike O'Driscoll, president of Aston Martin, Jaguar and Land Rover North America.

“More and more consumers are demanding luxury badges on their vehicles,” he says.

“The advent of leasing has allowed this democratization, as well,” Mr. O'Driscoll says. “It was a real strong phenomenon in New York and Los Angeles, but it's now in small towns in the Midwest just as prevalently.”