Luxury Car Makers Bet on Lower-Priced Rides


Rauwald, Christoph y Mark Clothier [2014], “Luxury Car Makers Bet on Lower-Priced Rides”, Business Week, New York, 16 de enero,

Business Week
Fecha de publicación: 
Jueves, Enero 16, 2014
Idea principal: 

Germany's high-end automakers are vying for buyers like Steve Berger, who typically might consider mass-market models such as Ford Motor's $26,780 Taurus and Chrysler Group's $30,545 Chrysler 300. By offering models with price tags less than half those of their flagship cars, Audi, BMW, and Mercedes-Benz are aiming to lure a broader base of entry-level luxury customers who will remain loyal for years to come. Audi presented its A3 sedan at the Detroit auto show in January. Going on sale in the spring for $29,900, it will match the sticker price of the CLA, which has been offered in the US since September. Mercedes's strong start with its lowest-priced vehicle in the US helped the Daimler unit grab the lead in American luxury car deliveries in 2013, beating out BMW and Toyota Motor's Lexus for the first time in more than a decade.