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.”