THE motor trade calls them early adopters; style aware buyers who want first go at the latest model and don't mind paying a premium for the privilege.
That's why car makers who fancy they've produced something with flair will often tempt an early adopter with a limited run version at a price that might make your eyebrows raise all by themselves.
In the case of the new DS 3 Crossback that price is £33,955, or £34,105 when you've added metallic paint and an upgraded sound system.
That not insubstantial sum brings you a car intended to feel like a French fashion catwalk on wheels, especially inside, where you'll discover leather used on seats and dashboard with proper Parisienne panache.
So far so good. The outside of what DS (the new upper crust brand from the makers of Citroen, Peugeot and Vauxhall) calls its luxury compact SUV also does the business, with jewel-like LED headlights and flush fitting door handles that pop out as you approach and retract (and lock) as you walk way with key in pocket or purse.
No quibbles either with the standard kit count on this top dog version, from 18in alloy wheels to active cruise control, sat nav, wireless charging for your smartphone and heated front seats with massage function for the driver.
It goes pretty well too, the 1.2-litre turbocharged petrol engine producing a pleasantly gruff growl when provoked, along with the sort of urge that produces a smile when you need to press on a bit. A test average of 41.4mpg wasn't too shabby either.
Pushing power to the front wheels through a slick automatic gearbox, the DS 3 Crossback in this poshest of posh varieties tries hard to justify that punchy price tag.
But... it's a lot of money for a car whose range starts at £21,555 for something that looks much the same minus the glamorous veneer of the La Premiere.
Whichever version you fancy, it will come with only modest amounts of room in the rear seats and limited views out of them, thanks to kicked-up bodywork adding a DS styling flourish where you might expect to find glass.
Moving to the front seats, you'll gaze at a dashboard whose use of diamond shaped backgrounds for touch sensitive switches is more style than function - likewise the electric window controls between the front seats.
Points are won back with a head up display that lets the driver play fighter pilot while noting the speed without taking eyes off the road ahead, and a clear navigation display on the 10 inch touchscreen.
But still we return to the price of this particular DS 3 Crossback. Especially if your thoughts turn to... the equally new Range Rover Evoque.