Audi, BMW, Mercedes-Benz challenge US rivals with cheaper models

Article by Anita Panait, on January 14, 2014

German luxury carmakers Audi, Mercedes-Benz and BMW are introducing cheaper models in the United States to attract customers and take the away from volume rivals like Ford. Audi will sell the A3 sedan for $29,900 when it becomes available in the spring. This would be almost the same price as the Mercedes-Benz CLA sedan that has been on sale since September 2013. 

German luxury carmakers are trying to capture customers who are willing to pay for such models like the $26,780 Ford Taurus and $30,545 Chrysler 300. They are targeting to ensnare a wider base of customers and keep them loyal. Mercedes’ CLA drive has helped it to capture the crown as the best-selling luxury carmaker in the US, dethroning BMW.

BMW is planning to roll out the $33,025 2-Series Coupe in the first quarter of 2014 as it vies anew to capture new customers.

“Luxury has always been aspirational and once you’re part of that, you tend to want to maintain that,” said Jeff Schuster, an analyst with LMC Automotive. “There tends to be more loyalty with premium than non-premium brands. Take the case of Steve Berger of Massachusetts.

He told Bloomberg he never owned a Mercedes and considering Chevrolet and Lincoln models until he saw a black CLA with a tan interior. “It hit me right away like ‘Bang!’,” Berger said, paying about $37,000 for his CLA after getting captured by its styling and handling. The move to shift down-market follows a similar move by Mercedes, Audi and BMW in Germany.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

The 2018 model year could be an exciting year for fans and enthusiasts of the Chevrolet Corvette. This comes as the 2018 version of the Corvette is bound to feature...
by - January 19, 2017
As if seeing the future more than a decade from now, one of the top scientists in the world of robotics and automations is predicting that children born today won’t...
by - January 19, 2017
Ford has just recently unveiled the 2018 Ford Mustang, and as it turned out, the carmaker gave its beloved pony car a facelift. There have been mixed reactions about the...
by - January 19, 2017
The bidding war for one of the only 20 examples -- 21 actually, but the 00 version went to a museum -- of the classically beautiful Lamborghini Reventon built and...
by - January 18, 2017
Bentley once again confirmed its plans to push PHEV into their future lineups. As a matter of fact, the Bentayga SUV will be the first to have the plugin hybrid...
by - January 18, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries