Quote:
Originally Posted by sprintertrueno86
automotive luxury to me is not entry level or even mid level MB/BMW/Audi's... Sure, you get the badge but the cars are not that luxurious to me.
S-class, 7series, A8, Bentleys, Rolls Royce..etc where comfort and amenities come first is automotive luxury.
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It is interesting to look at what is happening to the mainstream manufacturers in Europe vs the "luxury" manufacturers. You can see the same thing just starting to happen in NA. The luxury brands (mostly BMW and MB) have started to outsell the mainstream brands in the middle market. The market share of Ford, GM (Opel, Vauxhall), etc., in the mid-size sedan / wagon class have tanked. The 3-series/C-class were subtly moved down market (e.g. relatively cheaper interior materials) to gain market share, though now that they have won loyal new owners they are starting to move up again. The mainstream manufacturers are caught between a rock and a hard place, having lost market share in their most profitable segment. They have to invest heavily in new product and new tech to stay in the middle market game but at lower than traditional volumes and with lower margins than BMW or MB. They are increasingly focussing on smaller cars but BMW (2-series, Mini) and MB (CLA/A/B class, even Smart) are playing there too. None of the mainstream manufacturers have been successful in the higher end markets (badge snobbery) where the margins can be much bigger.
I think the main reasons this isn't a bigger issue in NA are the desire for larger vehicles in any given class (SUVs, pickups, sedans and even CUVs) and maybe the remnants of US xenophobia. (I might be overstating that).