What's Happening To This Once-Exclusive Segment?



These days, luxury makers seem to have an adversity to white space.

What comes before "A"? That's the problem Mercedes-Benz apparently has to cope with as it works up plans for an all-new premium minicar that's currently being referred to as the X-Class.

It's been three decades since the German maker first introduced – after much internal debate – the original "Baby Benz," the line that became today's C-Class. It's more recently added downsized B- and A-Class lines, as well, the X- expected to be even smaller. And that's on top of all the other new models that have rapidly fleshed out the Teutonic marque's lineup, from the G to the GLK, not to mention CLS, CLA (above) and SLK.

It's an alphanumeric soup, and Mercedes isn't alone, as a quick perusal of the BMW and Audi lineups – never mind the expanding mix at Cadillac, Lincoln, Lexus and Jaguar – reveals. These days, luxury makers seem to have an adversity to white space. They're struggling to fill in every possible gap in what is a luxury market that is both rapidly growing and quickly changing.


Paul EisensteinPaul A. Eisenstein is Publisher of TheDetroitBureau.com and a 30-year veteran of the automotive beat. His editorials bring his unique perspective and deep understanding of the auto world to Autoblog readers on a regular basis.



It used to be easy to define a luxury car. They tended to be big, heavy, powerful and loaded with lots of leather and wood. Sure, there's a new S-Class coming, and Bentley has just launched the massive new Flying Spur. But luxury cars are no longer measured by the pound or inch. Indeed, whether you call it the compact or entry-luxury segment, some of the fastest growth is occurring in the most downsized luxury segments.

That's a real problem for mainstream makers who're finding that a sizable number of buyers would rather stretch their budget to get into something with a Three-Pointed Star or a Roundel badge. On the other hand, the traditional boundary between luxury and mass market marques has gotten a lot more blurry in recent years.

The barrier to entry into the once-exclusive luxury club has been steadily coming down.

You can order a Kia or a Chrysler with leather and many of the other accoutrements traditionally associated with only the most exclusive of brands. Ford has declared a strategy of "democratizing luxury," and that's especially apparent with the various high-tech features it has been rolling out, from the high-tech Sync and MyFord Touch infotainment system to advanced safety hardware like the cross-traffic alert system that debuted on the Taurus a few years back, mere months after BMW added it on the then-new 7 Series.

While there's still a cachet that consumers are willing to pay for with traditional luxury brands like Mercedes and BMW, the barrier to entry into the once-exclusive luxury club has been steadily coming down. Few believed the Japanese could challenge the vaunted Germans until Acura, Infiniti and, with particular success, Lexus came along.

Hyundai's upscale aspirations drew catcalls when it first announced the Genesis sedan. The skeptics were muted when, months later, the first version captured the coveted title of North American Car of the Year. The Korean carmaker reached even higher when it introduced the premium-luxury Equus, targeting the likes of the benchmark S-Class and 7 Series, and Hyundai's success with luxury cars has caught even senior company officials by surprise.

Hyundai's success with luxury cars has caught even senior company officials by surprise.

We've now seen the updated version of the Equus at the New York Auto Show this week, little more than a month before Mercedes has hinted it will unveil the new S-Class. Hyundai, meanwhile, is working up a number of other luxury options, possibly including a production version of the HND-9 sports coupe concept it recently unveiled at the Seoul Motor Show.

Big sedans like the S-Class, Audi A8 and Bentley Flying Spur still serve as halo cars for luxury brands but, cautions Joe Phillippi, of AutoTrends Consulting, "That's not where the growth is."

Those compact sedans, coupes and crossovers are steadily gaining traction – notably in markets as diverse as Berlin, Boston and Beijing. They are, as previously noted, within reach of some mainstream buyers. But they also reflect other key changes transforming the luxury market.

The new CLA will offer a range of features you might once have expected only in a well-optioned E-Class.

Competitive pressures, economies of scale and new technologies are all helping to lower the cost of many once-exclusive features, whether leather seats or advanced features like cross-traffic alert. That's why the new Mercedes CLA will offer a range of features, starting at under $30,000, you might once have expected only in a well-optioned E-Class at twice the price.

That is, of course, a serious challenge for luxury makers. It's why you see them raiding higher-volume mass-market segments – and forming unexpected partnerships, like the one pairing Mercedes' parent Daimler AG with the Renault-Nissan Alliance. The X-Class is expected to be based off a Renault platform even as Nissan's Infiniti brand borrows Mercedes' latest compact platform for several of its own models.

Luxury makers are also facing formidable challenges meeting increasingly stringent global safety, emissions and mileage requirements. Europe's tightening CO2 mandate led Aston Martin into an unusual alliance with Toyota. The result is the Cygnet, a well-outfitted Aston version of the Toyota/Scion iQ microcar that sells for barely a quarter the price of the next-lowest model in the British maker's portfolio.

Back then, you could count Mercedes' models on one hand. Today, you need a scorecard.

It should be no surprise that makers as diverse as Audi and Cadillac have just introduced new plug-in hybrids, the A3 e-Tron and ELR, respectively. Tesla has been buoyed by some high-profile customers who show that even the affluent have embraced the concept of green motoring.

The good news is that "electrified" vehicles don't have to be stone ponies. Both the new LaFerrari and the McLaren P1 will integrate its Formula One hybrid system called HY-KERS. Also unveiled at the Geneva Motor Show last month, the production version of the SLS Electric Drive, a full battery-electric version of the Mercedes two-seat supercar.

Few of these new products – or brands – might have seemed possible when the original Baby Benz made its own, controversial debut. Back then, you could count the maker's models on one hand. Today, you need a scorecard. And the changes in the luxury market are only likely to continue at an ever faster pace.


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    • 1 Second Ago
  • 74 Comments
      jclaxton78
      • 1 Year Ago
      I can't be the only one who is sick of alpha-numeric names for cars.
      jdedelman
      • 1 Year Ago
      After seeing the next CTS, I propose that Cadillac get really ballsy and return its names to Fleetwood, DeVille, Seville and Eldorado (which would, of course, be the new Ciel Concept). Alphabet soup is so ridiculous.
      • 1 Year Ago
      [blocked]
      AdamVIP
      • 1 Year Ago
      Id aim this article slightly different. While mentioned briefly the real threat to the luxury makers comes from the fact that most technology going into cars these days is electronics and electronics get cheap pretty quick these days. Why spend extra for a Mercedes when Ford will give me the same features for less. A few of the established luxury makers like cadillac, lexus, infiniti, and acura already have mainstream brands so you really don't see them heading downmarket like this. BMW and Mercedes don't really have sub brands to fall back on so they need to down size to maintain sales. I think a big part of luxury in the future will shift to tactile driving experiences. As the the tech changes to electronics all around and touch screens there will still be a market for vehicles that have good road feel, well appointed interior materials and real buttons.
        Eta Carinae
        • 1 Year Ago
        @AdamVIP
        that was exactly where i was going to go with this article......GM has chevy and GMC to make a profit on while they can keep cadillac to a sizeable amount of models...and keeping them more refined VS bmw and Mercedes.....
        BobKustofawitshz
        • 1 Year Ago
        @AdamVIP
        Precisely. As we are quickly approaching the point where you can get the same tech in a Ford as you can in a Mercedes, the luxury marques are going to have to (and should!) return to delivering truly unique tangible experiences that are too expensive for mainstream brands to offer - sumptuous interiors, top-notch materials, fit & finish, and superior driving dynamics. (This of course implies a turnaround in the downmarket trend of these luxury automakers). And buttons. PLEASE, bring back actual, physical buttons!
      lazybeans
      • 1 Year Ago
      Frankly, with so many people driving a luxury vehicle around town buying a luxury car to distinguish oneself from the rest of the masses is becoming just like the rest of the masses. Nobody is gonna look twice at you if you are driving a Benz or BMW. The stares or respect you are going to get is no different than the next guy driving a Corolla.
      markventure69
      • 1 Year Ago
      One big difference between today and (say) the cars of 1989 is that nowadays ALL cars generally feel fine being wound out and handle fairly well even blasting down the highway at 80 - there is not a huge difference between a Chevy Cruze and a Mercedes C Class. In 1989 however a small Chevy going 80 felt like a death wish. There used to be a much bigger divide between what a Mercedes (or other luxury car) was like and what a mainstream car was like.
        Joe Liebig
        • 1 Year Ago
        @markventure69
        "blasting down" and 80mph is a contradiction. At proper speed, you feel the difference. Can you talk to people on the back seat, going 120mph - that is the benchmark.
          me
          • 1 Year Ago
          @Joe Liebig
          His point was that 80 is more of a typical speed on a highway...most people aren't regularly doing 120...to which has a point in fact back then normal cars speedo stopped at 80-85 and it felt like you where hydroplaning but without water...not to mention the bouncing up n down
          markventure69
          • 1 Year Ago
          @Joe Liebig
          120mph? We\'re not talking racetracks here. The point is that in 1989 averaging 80mph on the highway was not something the average person in an average mainstream car was capable of doing comfortably. A 1989 Mercedes E-Class at 80mph felt rock solid whereas a Ford Taurus felt like a bag of bolts. Today a Taurus at 80 also feels rock solid... even a Ford Fiesta feels ok.
      Mr. Sled
      • 1 Year Ago
      Entry level luxury cars age better than high end luxury cars. They usually make for fun cars even after 10 years. Big luxury cars are just expensive after 10 years.
      lazybeans
      • 1 Year Ago
      In the 90s we used to laugh at all the body kits and their useless vents that ricers tacked on to their Civics, Integras, and Accords. Now, those 90s kids are car designers.
      tbird57w
      • 1 Year Ago
      saturation might be a better word to describe this segment of the market.
      itchynuts
      • 1 Year Ago
      fugly
      Joey J
      • 1 Year Ago
      News flash: "luxury" cars in the US have been a fraction of the full portfolio of car manufacturers (MB, BMW, Audi, etc...). It's an illusion they've kept alive for many years here, but with economical factors and CO2 regulations around the world--it's slipping away. There's really no news here except that MB is trying to compete with Toyota in the US--which I'd argue is a good thing for consumers.
      Mauricio Porrua Mend
      VW is the one that started this madness in Europe, based in advertisement of course, now any brand can be "upmarket" "semi-premium" "entry level luxury". We have: Skoda (cheap), Seat (Affordable sport, in theory, I don't see it), VW (mainstream/upscale/premium), Audi (Premium), Porsche (Sport Premium), Lamborghini (Supercars), Bugatti (I dont even know how to call it). And everybody is following this formula, what happens? The industry as the society itself is being polarized between cheap/low cost and upscale/premium brands/cars and mainstream is disappearing as is med class
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