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But times have changed. It's somewhat easier for people to afford more expensive cars these days since interest rates aren't nearly as high as they were a couple decades ago, when paying in cash saved you a ton of money. I remember my mom saying that the 1980 BMW 320i that we had when I was a kid had an APR of somewhere between 15-20%, which was supposedly the norm at the time. Even if you don't have a promotional APR, getting a $30,000 car nowadays and financing the whole amount over five years will get you paying another $4-5k in interest, while in the '80s you may have been paying an additional $10-15k in interest. Pretty big difference.
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