Reality Is Perception: The Truth about Car Brands

Pretty good article. I just finished reading it, bookmarked it and will keep this for the future.

I advise everyone to read this. It explains (among others) pretty much how the European brands can charge prestige pricing and how consumers are willing to pay for their products.

Perception, perception.

— Willis (View Profile)

Posted on 12/22/2006 10:57:43 AM | reply to this comment | Votes: 2   

This was a very good article...it really depicts the level/hierarchy of the brands. THAT IS EXACTLY HOW I PERCIEVE IT. I really liked how they distinguished Honda and Toyota from the other mass-market brands, because they are heads above the rest.

But I would rate Audi along with BMW and MBenz.

— courtstone (View Profile)

Posted on 12/22/2006 11:11:17 AM | reply to this comment | Votes: 0   

I too think this article has some very interesting points. I've passed it along to my German associates, I'm sure it's not entirely news to them but still good to remind them from time to time.

— Neverfollow (View Profile)

Posted on 12/22/2006 11:35:30 AM | reply to this comment | Votes: -2   

As for percieved prestige...

Premium Segment: Cadillac, Lincoln, Volvo, Infiniti, Acura

Luxury Segment: BMW, Jaguar, Lexus, Mercedes-Benz

And honestly, I think Audi is somewhere in between in the American market. People know their cars are better than Volvos and Acuras- but they still aren't sure if they're up to BMW's level. Assuredly, they are, but reality isn't ALWAYS perception.

If it was my rating alone, Jaguar would be in between and Audi would be with BMW, Lexus and Mercedes.

— S4cabriofoxone (View Profile)

Posted on 12/22/2006 12:20:00 PM | reply to this comment | Votes: -2   

Lincoln (and Cadilac to a slightly smaller extent) are definately OUT of PLACE. Kia and Hyundai have also moved to the right. I think Audi has also moved to the right out of the bubble that they put it in. In other words, their data is about five years behind present day.

— chewy (View Profile)

Posted on 12/22/2006 3:46:27 PM | reply to this comment | Votes: 2   

Yes, it is outdated. Go all the way to the bottom of the post and you will see that it is more than three years old.

— maxxm (View Profile)

Posted on 12/22/2006 9:58:56 PM | reply to this comment | Votes: 3