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Luxury Automakers Shift to Compact Luxury Models to Tap Gen Y

Posted: Sep. 30th, 2013  |  By DailyLuxe News

Photo: GM

Get them while they are young and hold on to them forever. 

Deluxe automakers such as Mercedes-Benzwill focus on the entry-level luxury car buyers in 2014, according to NBC News.

The objective behind the initiative is to reach out to younger buyers to build long-term brand loyalty with the Gen X demographic. The movement is industry-wide, as Audi, BMW, Volvo, Ford, and even Infiniti are all tapping in to the much-coveted market of nascent consumers. 

It is a mode that high-end automakers attempt to reach. However, in looking at past attempts, the overall success rate of the marketing methodology is hit-or-miss at best.

 ….Not everyone buys the compact luxury strategy, however. Jim Hall, of Detroit-based 2953 Analytics, warns that Mercedes is stepping onto “potentially dangerous ground.” The maker, he says, could actually dilute its exclusive image if products like the CLA “become too common.”

Read More on nbcnews.com
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