Edmunds.com | Inside Line | Auto Observer Your Account | Help | Directory
You are here:
![[F]](http://a332.g.akamai.net/f/332/936/12h/www.edmunds.com/media/townhall/webxicons/site.gif){kind=small}
Forums
Sedans Luxury Performance Sedans
10007 messages, Last post on Dec 01, 2009 at 7:40 AM
You are in the Sedans Forum. Your Hosts are pat & karens
|
Does marketing work? As my old marketing book noted - there are 20 mountains higher than Pike's Peak in Colorado - name one. In the LPS market Pike's Peak = BMW and MB. The other contenders in the LPS market are like the other 20 mountains. They may be higher but they need to work extra hard to earn the name recognition of Pike's Peak. Back in the 70s Cadillac tried to sell a tool kit for their cars for $20. No one bought them so what did Cadillac do? They gold plated the exact same tools and charged $100. Now they couldn't keep them in stock. People falsely equated cost with quality and prestige - you get what you pay for? Doubtful, but their is no way that BMW and MB can compete on price - need that gold plating prestige. A "premium" vodka is Grey Goose. It's drinkers swear it's the best. So 20/20 did a blind taste test. The predictable results - Grey Goose was actually chosen as one of the worst tasting vodkas. If it were somehow possible to do a blind driving test of the LPS I suspect that many would choose a car other than their own as the best handling, most luxurious etc. Preconceived biases have a far greater effect on how well the buyer thinks a particular car handles in everyday driving than the actual handling characteristics of the car. A majority of LPS owners (this forum represent the more "hard-core" LPS buyers and not the majority) made a lifestyle choice when buying their car. Buying a BMW or MB says "I feel good about my success and have rewarded myself with a prestigious car". Owners know that when others see their car they will also equate that with their success thereby adding to the good feeling. Then there is that notion of buying superior "German Engineering"!? Despite their well documented reliability issues, poor electronics etc. this notion is still held today. Do you think a majority of LPS buyers read or even care what CR, MT etc. say about this market? So do people buy the badge? IMHO - you bet your sweet bibby they do! BMW and MB still own the LPS swagger in the USA and will continue to do so for quite some time. |
|
|
Replying to: drtravel (Nov 10, 2005 4:13 pm)  I almost finished your post before realizing it wasn't from Mark Cincinnati  It was a fairly long post...you started with a question... you added a bit of wry humor....you talked about the 70's...you threw in some obscure, albeit resourceful logic...and you end with a colloquialism phrase. Did you guys attend the same writing class? (End of smaller rant!)
|
|
|
Replying to: drtravel (Nov 10, 2005 4:13 pm) I keep on hearing the same question in many forums? The fact of the matter is that most people buy a BMW because most models have the best drivetrains/chassis combo in the industry. Customers love the way they drive and based on JD Power and Consumer Reports figures most BMW models(except the 7 series) are not unreliable So does that mean there are no BMW badger hunters? Ofcourse there are! There are as many BMW badge hunters as there are Lexus badge hunters, especially among the majority of Lexus owners who feel distinguished by buying a Lexus RX330/ES330 versus a Toyota Highlander/Camry! |
|
|
Replying to: jjacura (Nov 10, 2005 4:58 pm) www.chronocentric.com/watches/brands.shtml and read the parts about "Aren't Rolex the best watches in the world?" and "If Rolex is not the only superior watch brand, why haven't I heard of these other watches?". Let's not underestimate the importance of the 1980's yuppies on the popularity of German sedans. I was a yuppie back then (hate to admit it though) and had to own that Porsche. Remember how they went from exclusive to common? How did that eventually work out? I feel honored to be compared with Mark but he is definitely the "luxury" writer in this forum. I'm a want-to-be envious of Marks' writing abilities.
|
|
|
Replying to: dewey (Nov 10, 2005 5:19 pm) Couldn't actually find this info in my book of facts. It's your opinion (and I know it's not based on your bias) and may be correct for most BMW owners on this forum - however I'm not sure it applies to most 5-series buyers who never bless us with their company. Lexus badge hunters, especially among the majority of Lexus owners who feel distinguished by buying a Lexus RX330/ES330 versus a Toyota Highlander/Camry! Hmm...longer warranty, better customer service experience, slightly higher quality of materials..... |
|
|
Replying to: drtravel (Nov 10, 2005 6:16 pm) Couldn't actually find this info in my book of facts. It's your opinion (and I know it's not based on your bias) and may be correct for most BMW owners on this forum Pick up any magazine/newspaper/online comparo and most will agree with the BMW drive... Obviously it's a subjective rating, but if virtually all professional comparo people say the same thing year after year, there must be something to it.
|
|
|
Replying to: drtravel (Nov 10, 2005 6:16 pm)
|
|
|
Replying to: bdr127 (Nov 10, 2005 7:34 pm) Anyhow I originally just wondered about the psychological motivation behind LPS purchases and what role the badge had in that process. Debating which LPS is the best car is not my intent. Prestige, ego-stroking and brand are important for the sales of all luxury goods (Rolex watches, Chanel Handbags etc.) so it does have an impact on LPS sales. |
|
|
Replying to: bdr127 (Nov 10, 2005 7:34 pm) Couldn't actually find this info in my book of facts. It's your opinion (and I know it's not based on your bias) and may be correct for most BMW owners on this forum Pick up any magazine/newspaper/online comparo and most will agree with the BMW drive... Hey, I think you misunderstood DrT's point: Even if it is a widely held and therefore true "fact" that BMWs have the best drive train/chassis combo, whether that is the primary reason people buy BMWs (as opposed to its status, or its included maintenance plan, or whatever) is a separate issue and NOT itself a "fact" - unless you have some marketing survey of BMW buyers that you would like to share with us. Hey, I think the above qualifies as the longest sentence I've ever written for a forum! Subsequent edit: DrT posted simultaneously his own explanation consistent with what I wrote above. I should have known he didn't need my defense... |
|
|
Replying to: drtravel (Nov 10, 2005 6:04 pm) |
|
New? Join Now!
Forum Tools
Search Forums
Browse by Vehicle
2007 Lexus GS 430
2011 Acura RL
2011 BMW 5 Series
2010 Volvo S80
2010 Audi A6
2010 Infiniti M35
2010 Infiniti M45
2011 Mercedes-Benz E-Class
2010 Cadillac STS
Browse by Board
Browse by Topic
Today's Chats
