I'm a professional decorative painter and am even a "Ralph Lauren Professional Applicator." The RL paints are one of the best on the market, the company says they have a 12-15 year life. Ergo, it is worth a bit of effort. On my site, www.enlivened.com, I have a cost comparison showing why the more expensive paints are a better buy, should you be interested.
Frankly, no brand of red paint will look good with just 2 coats. For any, the tinted primer is a MUST; it will save you at least 2 coats of the paint itself. Because of the amount of colorant needed for such dark colors, the paints become somewhat "translucent," which is why coverage gets tough. As long as you used a tinted primer, the "sheerness" shows through to the same color, so you get a better look.
When I do jobs using any red paint (although I mostly use Ralph), I price for a tinted primer and two-and-a-half coats of paint. Normally, I'm successful in 2, sometimes I do need that third coat. Yeah, I admit I'm more experienced than most homeowners, but IF one has used the tinted primer, doesn't skimp on application - no overspreading! - and is willing to go for three coats, you'll have a beautiful finish that will last over a decade. Yes, it IS worth the effort!