Luxury Cars: A8, RL, 7-Series, Park Avenue, DeVille, Seville, Q45, XJ8/R, LS400, Continental, Town Car, E Class, S80
By Bob Storck
If people linger over the bottom line on a passenger car window
sticker, it probably fits this category. Features that would be
accessories on others are standard in this segment. The more expensive
the car, the shorter the option list.
These cars are often as valuable to enhance image as they are profit.
Lincoln and Cadillac are the long standing domestic brands that have
always offered only top quality products, and the Chrysler nameplate has
only been attached to the best from that company.
The Europeans have played well in this market, with Mercedes and Jaguar
leading the way. BMW made the successful transition from a performance
to a luxury image. Now Audi uses all wheel drive and aluminum technology
as their entry ticket, and VW is poised to make their bid.
The Japanese signaled they had arrived in the US when they developed
the Acura, then Lexus and Infiniti second channels. Buick has used the
Park Avenue to re-kindle their image, which had become dull with a
decade of me-too products.
Features that would be accessories on others are standard in this
segment. Volvo has quickly made their mark with a solid S80 and uses its
components to produce the new V70 wagon. Cadillac's DeVille is a
showcase of technology including advancements like night vision options.
Audi uses technology as their entry ticket and adds a longer wheelbase
A8L model, a ploy that Lincoln ably uses to enhance their Town Car
Executive. BMW has factory armor plating for those who need a high
security 7-series, while Mercedes beefs up its luxurious E-Class with a
potent E55 sedan, and Lexus overhauls their flagship LS430.
Luxury Cars
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