There are 75 million 30- to 40-year old consumers in the U.S. right now and, according to Mercedes-Benz USA head of marketing Bernie Glaser, “they have big expectations for products and brands”.
The problem for automakers like Mercedes, Audi and BMW is that these buyers are not able and/or willing to pay the US$40,000 sticker price attached to premium vehicles. Yet they want to have their cake and eat it, too – or, as Glaser puts it, demand “attractive styled cars and the right technology”.
One way to attract those buyers is to lower the entry price: only last week, BMW announced that, starting this spring, it will offer a 320i sedan priced at US$33,445 (including destination) – that’s US$4,300 cheaper than today’s entry-level 328i.
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