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What Is Your Defintion Of A Luxury Brand And Who Should Not Be Considered One?
While defining what constitutes a "luxury car" is somewhat subjective, guidelines such as price, design, comfort, and prestige can be used to help define the term. Luxury cars also offer a higher degree of comfort than their mainstream counterparts as well as a highly sumptuous interior with a strong emphasis on design and beauty. Features such as interior leather and polished "woodgrain-look" dashboards are common amenities.

Luxury cars typically carry prestige, which means the allure that the car carries. Some automakers develop luxury or halo vehicles from their mass production models by product differentiation, effective marketing mix modifications (particularly by charging a higher price for relatively minor changes and use of more up-market advertising), and buyer driven market segmentation through product placement. As a result, "luxury" is sometimes only in the perception of the consumers.

What manufacturers do you think should fall into that category, and are there any that are commonly associated as luxury but just don't quite fill the bill anymore?

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What Is Your Defintion Of A Luxury Brand And Who Should Not Be Considered One?



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MadibaPMadibaP - 3/14/2008 3:05:56 PM
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vladyxavladyxa - 3/14/2008 3:13:44 PM
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Being great sport car, does not automatically makes it ineligible for luxury status. But being great sport car in addition to being luxury car, that is what many cars cannot achieve.

BMW is not only about sports. If they were only about sports, they would just make a bench with four wheels and an engine, making 0-60 in 3 sec.



theoptimisticpessimisttheoptimisticpessimist - 3/14/2008 3:15:59 PM
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Every car journalist in the world says you wrong MadibaP .


JRobUSCJRobUSC - 3/14/2008 3:30:35 PM
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madipa, aside from the fact that BMWs have plenty of everything you just said, the criteria you laid out are what luxury means to YOU, not everyone. That's the point of this thread, I believe. Not everyone will give each part of the luxury equation the same weight. Besides, there are about 1.5 million people a year who think BMW's "version" of luxury is good enough to buy one over all the other luxury brands, making them the worlds #1 premium car maker. Either they're doing something right, or people are just buying the "brand image". If that's the case, that right there is the very definition of prestige and desirability, the halos of a luxury marque.


MadibaPMadibaP - 3/14/2008 3:52:29 PM
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The bench mark of Luxury would in fact be the BMW owned brand Rolls Royce. I think currently they out shine Bentley on pure Luxury. One could argue a case for Maybach as well.

In comparison to the bench mark, no BMW do not do well at any level. The ride, the level of silence, the interior quality and even the ultimate comfort of the seats are not comparable to the benchmark.

However no not every Journalist disagrees with me. They all would take a BMW but the rate the brand for its driver appeal, not for its outright luxury.

Prestige, if you like the look of a bangle design, then yes. Appeal, then yes. But As a contender for outright LUXURY, no...



07G35J07G35J - 3/14/2008 3:54:23 PM
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Well said, JRobUSC.


theoptimisticpessimisttheoptimisticpessimist - 3/14/2008 4:07:13 PM
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MadibaP Obviously you have never driven anything the a 7 on it.


cdokecdoke - 3/14/2008 4:09:44 PMView My AgentSpace
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"Being great sport car, does not automatically makes it ineligible for luxury status."

True. In my mind however, having a flagship model with a dash made of a huge hunk of plastic, does.



JRobUSCJRobUSC - 3/14/2008 4:57:26 PM
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"The ride, the level of silence, the interior quality and even the ultimate comfort of the seats are not comparable to the benchmark."

madiba, what benchmark are you referring to? The Rolls Royce and Maybach you just mentioned? Well then fine, I agree with you, a BMW doesn't compare with those. It's an absolutely retarded comparison to make in the first place, but I'll give it to you.



bmwman1963bmwman1963 - 3/14/2008 5:02:35 PMView My AgentSpace
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My reply to you is, "then why do all the other luxury marquee's seem to aspire to BMW's sportiness combined with luxury?" Why does the 3 series define the segment in it's field? Why do the other's make sport models? Why the Lexus IS-F? Seems to me that BMW defines more than just Sport it seems to define Luxury too.


stash84stash84 - 3/14/2008 5:40:19 PM
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MadibaP - EXACTLY


EnnNorakEnnNorak - 3/14/2008 6:51:05 PM
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I agree with vladyxa and consider BMW a luxury brand because it is more comfortable and powerful than the run of the mill stuff out there. The key is comfort and power, not how it handles on the track. Fit and finish also defines a luxury car. Having said that, I note that many luxury features have trickled down to lesser cars; however, I would not put the Buick Enclave in the luxury category because that vehicle has no seat height adjustment on the front passenger side and I bang my head on the roof every time I try to get in or out of that seat.

Hyundai used to be a piece of crap when it was first introduced to the U.S. and Dan Rather did a segment on it on 60 minutes in a discussion that talked about Hyundai bumbers falling off during a slight impact. This is no longer thae case and I consider the Hyundai Genesis a true luxury car (and a bargain at that).



MadibaPMadibaP - 3/15/2008 5:38:54 AM
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997JET

BMW does not 'excel' in luxury, it COMPROMISES in luxury so that it CAN excel in sport and comfort in comparison most certainly IS lacking! It does not ride as well, its seats are cheap and the ride is neither smooth nor quiet and you are not surrounded by quality, sophistication and class!

BMW spend their budget making it GO and HANDEL well, NOT cosset the passengers in luxury.

Sorry and all that...



MadibaPMadibaP - 3/15/2008 5:47:09 AM
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bmwman1963

Because the market prefers sport to luxury and every manufacturer is trying to catch up to BMW's sportiness, does not mean that therefor BMW are the example of what 'luxury' is, or that they in fact fill that roll at all! Yes BMW are better than the corollas of this world, 'luxury' wise, but terribly sorry no, they are not a luxury car manufacturer!



damikcodamikco - 3/15/2008 2:36:32 PMView My AgentSpace
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Mad is right BMW is not exactly luxury.



artomeartome - 3/15/2008 7:41:14 PM
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Let's analyse your criteria MadibaP: comfort, refinement, elegence and quality. Lexus would meet all four,... and so would all the other mid-size to large Toyota models including the Camry (yes it is elegent, that's why it's the best selling sedan in the US). MB wouldn't make the cut because they have been having quality/reliability issues lately. The MB AMG models would definitely not make the cut because they are "sport" oriented. Hyundai would make the cut, have you driven a Sonata lately? You do realize you just made the whole thing one big indefinable complicated mess with no possibility of a resolution. If you were using a data filter you would probably get tonnes of meaningless and unexpected results.


DoctorInfinitiDoctorInfiniti - 3/16/2008 12:08:51 PMView My AgentSpace
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after 37 years in the automobile industry, My 'understanding' of luxury manufacturers is broken out this way:

1960's

Lincoln-Mercury
Cadillac

1970's

L-M, Caddy, M Benz, BMW (Bavaria), Jaguar, R Royce

1980's

L-M' Caddy, M-Benz, Lexus, Infiniti, Acura, BMW, Jaguar, R Royce,

1990's

all the above repeated

2000's

Every car make in the world thinks they make some form of "luxury" vehicle

2010's

???????????????????????????????????

Bonzai !!!



07G35J07G35J - 3/14/2008 3:30:00 PM
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"Luxury is about comfort, refinement, elegance and quality"

Are you saying that no BMW fills the characteristics that you mentioned above? I'll have to disagree with that. Maybe the 3 Series doesn't fit the "comfort" bill as much as the other BMW's and its competitors out there, but it sure does fit the "refinement, elegance and quality" bills, as well as BMW's other models (5,6,7 Series, X3,X5)


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MadibaPMadibaP - 3/14/2008 3:56:26 PM
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Yes I am saying that BMW falls down on ALL of these points in comparison to the rivals. The Interior and ride quality are prime points of weakness in this regard. I have always been amazed at the lack of smoothness of the 7 series ride... they just don't get it!


JRobUSCJRobUSC - 3/14/2008 4:51:16 PM
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Madiba (or whatever), again, you're projecting YOUR desires in a luxury car onto everyone else. Not everyone wants that "rolling couch in a cocoon" drive out of their luxury cars. If they did everyone would buy a Lexus, and BMW/MB/Audi would do nothing but build clones of the ES and LS. Yet they don't, because what they're doing is successful. Different strokes for different folks.


MadibaPMadibaP - 3/15/2008 5:27:13 AM
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JRobUSC

The article asks people to submit their opinions! This is my opinion, ok? If your opinion is that luxury is about having cheap seats, a plastic dash, a harsh and noisy ride (for the class) in one of the ugliest cars in the world, (my opinion) just because its fast around corners and everyone else likes it, then go ahead pal, knock yourself out!



bmwdrvrbmwdrvr - 3/15/2008 9:11:12 AM
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a plastic dash???? im confused as to what car doesnt have a plastic dash that your referring to you must be comparing BMW to the ultra luxury cars, because everything Acura to Mercedes Benz cars have plastic dashes.....


cdokecdoke - 3/15/2008 6:36:20 PMView My AgentSpace
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As far as flagships go:

The S-Class has a stitched leather dash as standard.

The XJ (in fact ALL Jaguars sold in the United States) has a stitched leather dash standard.

The A8 has a stitched leather dash as an option.

Last I looked at one, the 7 didn't even offer it as an option, not even on the 760Li- check on the BMW website if you don't believe me.



bimmerbimmer - 3/17/2008 2:55:26 PMView My AgentSpace
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@cdoke

Have you ever heard of "BMW Individual" ?
Excluding the 3 series, for all other BMW models, one could order a BMW just like in his/her dreams.



cdokecdoke - 3/17/2008 5:08:07 PMView My AgentSpace
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Yes, I have- and it is a joke when I have to pay extra for what should be standard for a 80K car, much less a 120K car.


WhelanWhelan - 3/14/2008 3:30:35 PM
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3 Levels of cars in my opinion (the order has no bearing on where I rank them either)

Exotic:
-------
Maseratti
Ferrari
Lamborghini
Porsche
Aston Martin

Luxury:
-------
Infiniti
Lexus
Audi
BMW
Mercedes
Cadillac
Land Rover

Entry Level Luxury (semi-luxury, whatever you call it)
------------------------------------------------------
Acura
Saab
VW (purely cause their pricing puts them in this area, but they compete against the lower market)
Lincoln
Mercury (even though Lincoln is supposed to be luxo, it's not given their current lineup)

Consumer Sement:
----------------
Toyota
Honda
Pontiac
Nissan
GMC
Saturn
Chevy
Hummer
Mazda
Hyundai
Scion
Ford
Hyundai

Economy
-------
Suzuki
Kia
Isuzu


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WhelanWhelan - 3/14/2008 3:30:51 PM
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I meant 4, sorry.


_43LE_43LE - 3/14/2008 3:45:02 PM
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That seems like a reasonable list. +1, although I think that the consumer section can be further segmented.


mini22mini22 - 3/14/2008 11:49:07 PM
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I think you have to consider Jaguar in the Luxury group as well. As for Audi I would think that the A4 would be as is the 3 series and the C class "near luxury". The A6 and above would be luxury,ditto the 5 series BMW and Mercedes E class and above.Everything above the Lexus IS is luxury as well as anything above the Infiniti G35 luxury.Cadillac is Luxury as well.So is Volvo S60 and above. The Citroen C6 is pure luxury. I'm not certain about Lincoln these days nor Honda or Acura as being pure luxury cars.Hyundai I would not consider a Luxury car(Azera) or the Kia Amati.The Chrysler 300 is not a Luxury car. I don't rate Saab as a luxury car either.The soon to be discontinued Lancia Thesis is a Luxury car. The Maserati quattroporte is a luxury car as well as a sport sedan like BMW.I would not consider the new up coming POrsche Panamera a luxury car but the new Aston Martin Rapid I would consider a luxury as well as a sporting car.The Buick Lucerne just makes it as a luxury car to me.Other then the now discontinued in American Phaeton I don't consider any other VW a luxury car.I think I've covered most bases if not all.


eric113eric113 - 3/14/2008 11:53:35 PM
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WHERE IS VOLVO???????????????/

I personally think Volvo sits bottom in the LUXURY section..... They have very nice line-up, though lacking behind the competitors.



damikcodamikco - 3/15/2008 2:39:57 PMView My AgentSpace
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Agreed minus BMW being luxury cuz they arent comsidernt luxury in Germany they are just good transpo.


Agent63Agent63 - 3/15/2008 4:27:56 PMView My AgentSpace
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good list except I think Acura and Infiniti should be in the same category. They both lack a V8 full size sedan to flagship the brands. I think Volvo should be in the entry-level luxury/luxury segment. They are very understated.


BMW_DRVRBMW_DRVR - 3/17/2008 4:01:21 PM
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Where does RR & Maybach fit in? They definately should not be grouped with BMW & Merc.


amazinBimmeramazinBimmer - 3/14/2008 3:32:46 PM
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this is easy.. Not counting exotics and uber brands..

Tier 0 - RR, Ferrari, Lambo (maybe), Aston, Maserati, etc.

Tier 1 - Porsche, BMW, MB

Tier 2 - Audi, Lexus

Tier 3 - Caddy, Infiniti, Acura


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NItePhireNItePhire - 3/14/2008 3:46:52 PM
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I am not a Lexus fan and Audi's are ok but the fact that you dont consider them equal to BMW and MB is just strange to me. However I do realize that the question is about personal perception so from that aspect I do understand.


bulldogzbulldogz - 3/14/2008 4:19:42 PM
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hahaha!! Wake me when a 7-series is EVER more luxurious than an A8...oh wait, this is amazinBimmer talking.

Dude, honestly you don't hide your stupidity too well, try mascara.



stash84stash84 - 3/14/2008 5:59:44 PM
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NItePhire - its called a bias


Agent63Agent63 - 3/15/2008 6:25:56 PMView My AgentSpace
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Porsche should be up there with Ferrari and Lamborghini. Porsche is a supercar maker whether you folks agree or not. Just because 911's looks are sedated compared to a flamboyant F430 or a Gallardo doesn't mean it's not an exotic hyper car. Just because the cheapest 911 is priced the way it is doesn't mean it's less of a sports car than the Italian makers.

I think it should be this:

Tier 0 - Ferrari, Lamborghini, Aston Martin, Porsche, etc.

Tier 1 - MB, BMW, Audi

Tier 2 - Lexus, Cadillac

Tier 3 - Infiniti, Acura

Tier 4 - Toyota, Honda, Nissan, Hyundai, Mitsubishi, Subaru

Tier 5 - Suzuki, Kia



richard112360richard112360 - 3/14/2008 3:33:10 PM
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In Germany the BMW is NOT considered a LUXURY brand. The German police use a mix of 3,5 series BMW's C AND E class MB cars. FYI a few BMW's and lot's of MB's E class vehicles are also used as TAXI'S.

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_43LE_43LE - 3/14/2008 3:47:37 PM
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A shot of reality into peoples' minds. Luxury has a lot to do about perception.


stash84stash84 - 3/14/2008 6:03:28 PM
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he was deboosted for stating the truth lol


_43LE_43LE - 3/14/2008 7:22:33 PM
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^^ Right, because any negative comments towards German cars here on Autospies, even if they're true, are deboosted. This double standard has been the case here since day 1.


ThierryHenry14ThierryHenry14 - 3/14/2008 7:44:44 PM
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Yes, but in NYC, merc S-klasse are also used for "taxi" albeit corporate taxis, but nevertheless, taxis. Does that mean that the merc S-klasse is not luxurious because it is a taxi?

I believe in Italy, the gallardo is used as a police car. Does that take away from that? or likewise a 911 as a police car in Germany. Does that mean that they are degraded?

Please consider those points carefully...



Htay7500Htay7500 - 3/15/2008 10:00:43 PM
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I can't seem to understand whats so bad about a certain car being in many commercial fleets.


agent507agent507 - 3/20/2008 6:00:18 AM
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In Germany BMW IS considered as a luxury brand!

On top of that: The way people look at this is:
A car beeing used by the police, as taxi or for any other purpose where reliability is a must, is the best promotion you can get.

(... you don“t see any japanese cars over there for this reason ... just as a side mark)



CarboyCarboy - 3/14/2008 3:36:53 PMView My AgentSpace
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Luxury to me is something that is exclusive, something that puts you out of the crowd and making you feel good. Comfort, Precision, Exclusivity, Special.

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NItePhireNItePhire - 3/14/2008 3:43:06 PM
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I agree mostly however you left out a few. Exotic should include Bentley and R. Royce. Entry level or as I call them premium cars should include Volvo and maybe even Mini. You are right Lincoln hasn't been a luxury car maker in a while and as much as I want them to make it I just do view them as luxury anymore. Pretty much everything now is a Ford with a fat grill and chrome. Not even engine differences. Mercury along with Chrysler may have been 30 years ago.Isuzu has been just dead for about 15 years now. They just realized it for themselves recently

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MKIIIdbMKIIIdb - 3/14/2008 3:43:38 PM
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Luxury and entry level luxury is easy to confuse these days.
Basically the difference is luxury is a brand that doesnt offer downmarket models. and entry level does that and offers premium models at a reduced price. pretty much when i comes to some toyota vs lexus vehicles, ur paying a premium more for the badge.
And u guys with ur retarded tier systems, i believe the auto industry is too complex to put automakers in only one category. BMW has some models that are sport, and some that are luxury (7 series).


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ChipChip - 3/14/2008 4:01:56 PM
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These people who are saying BMW's aren't luxurious cars are either crazy or have never driven one.

My 335i coupe is extremely comfortable and extremely sporty.

You obviously don't understand why BMW is so great at what they do. They blend luxury and sport better than anybody else in my opinion.

If you want more luxury, skip the sport package, add wood and an automatic gearbox and you're set. If you want more sport, do the opposite.

Hardcore Sport/Luxury.....it's called an "M" car.


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S4cabriofoxoneS4cabriofoxone - 3/15/2008 12:09:27 PMView My AgentSpace
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The BMW M6 is one of the best GT cars on the market--in other words, one of the best combinations of performance and luxury. If you don't need the extra seats, there's the R8, but that's not really a GT.


eric113eric113 - 3/15/2008 12:00:08 AM
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Websites often post up these <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<controversial>>>>>>>>>>> matters to boost up visitor count, makes readers register to express their opinions...................................




Arguing here doesn't make any difference,people!!!!!!!!

It's AUTOSPIES website who gets the last laugh.....


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kthorkthor - 3/15/2008 3:18:17 AM
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This from a person who picks his/her name with the intend of antagonizing another poster (EL34).

Anyway, check this out...Google "transportation appliance" You can search either the web or images, the result is the same. What did you find?! Could a company that makes transportation appliances ever be considered a luxury car maker? I think the appeal of a car has to be deep to be a true luxury car. Having a long list of electro-gimmicks, or simply seeming quiet inside aren't enough for me. I want a car to make me feel something special every time and that feeling should endure over time.


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ICONICON - 3/15/2008 1:52:15 PM
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YOU? - are asking a question about divisiveness when you deliberately chose the name you did....now that is funny.

Just change your name to retard and leave it at that.


reply to this comment
PlanBPlanB - 3/14/2008 4:08:04 PM
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The definition of luxury is very subjective and will vary from person to person. Lexus, BMW, Caddy, MB, Audi, Porsche, Infiniti are all luxury in my opinion. They all offer you a driving experience not obtainable through any of the entry level brands. Now there are some models in the entry level brands that come close (Camry XLE/Lexus ES or Caddy Escalade/GMC Yukon Denali) to their luxury brand counterparts and can be debated upon all day which I won't get into. But the brands I mentioned are my own personal definition of luxury and I'm sure many others.

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lexusis350lexusis350 - 3/14/2008 4:09:01 PM
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My idea of a luxury car is a car built with expensive materials, upscale technology, a big engine that gives a lot of power, and a good reputation.

Hyundai should not be considered a luxury car.


reply to this comment
eric113eric113 - 3/14/2008 11:56:49 PM
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Like Hyundai's current advertising program:

DUH



lexusis350lexusis350 - 3/15/2008 3:44:51 PM
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Hyundai simply isn't a luxury brand. They advertise by telling people that they are but even the dumbest of all idiots would tell you that Hyundai doesn't have everything a luxury car should have.


answeranswer - 3/14/2008 4:16:20 PMView My AgentSpace
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Asking what comprises "luxury" is like asking what makes a girl attractive.

You know what it is to you personally when you see it for yourself.


reply to this comment
bulldogzbulldogz - 3/14/2008 4:21:45 PM
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wait, we all don't agree on "nice rack"?


vladyxavladyxa - 3/14/2008 4:40:55 PM
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Hey, a girl has to have nice eyes! That's important!


answeranswer - 3/14/2008 5:12:23 PMView My AgentSpace
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"Nice rack"? Come on man! This is a car forum.

Please call them "headlights".



bulldogzbulldogz - 3/14/2008 6:42:01 PM
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haha!! Good one, answer!!


EnnNorakEnnNorak - 3/14/2008 6:55:29 PM
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If you guys insist on defining attractiveness in a girl, I'll volunteer the comment that it comes down to sweetness, symmetry, and curves and the intangible stuff that turns you on.


artomeartome - 3/15/2008 7:21:25 PM
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BMW would be a luxury brand, they make cars that generally go beyond satisfying your basic need for transportation. They do have some unnecessary touches, high quality materials etc, which means they are more expensive to make and to buy than similar cars. But some of the models do not really meet that benchmark, the 1 series and base model 3s and x3s


amazinBimmeramazinBimmer - 3/14/2008 4:34:27 PM
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billdogz.. correct.. the 7 is way more luxurious and has much more cachet than the audi Phaeton.

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jpighettijpighetti - 3/14/2008 5:37:17 PM
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Then why does the A8 outsell it worldwide?


S4cabriofoxoneS4cabriofoxone - 3/14/2008 6:10:28 PMView My AgentSpace
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And why does the A8 beat it in every single comparison test the two have been involved in?


VISOVISO - 3/14/2008 11:09:43 PM
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Just give it up already amazingbimmer. Your getting very pathetic already.


bulldogzbulldogz - 3/15/2008 3:02:30 PM
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that would be funny if the Phaeton was released around the same time, but it wasn't...and you're still a tool.


MadibaPMadibaP - 3/15/2008 4:22:28 PM
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The worst aspect of this comment is that the Pheaton so comprehensively beats the 7 series. In just about every way one could judge a luxury car the pheaton exceeds the 7. In fact the current 7 has to be one of the worst abortion of a luxury car of all time. It was launched to an avalanche of critisism for being so unbelievably ugly and its abilities and appeal remain as retarded today as ever.


kthorkthor - 3/15/2008 8:48:37 PM
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"In just about every way one could judge a luxury car the pheaton exceeds the 7." Except in the only one that actually matters...SALES to Luxury Car Buyers! lmao


85bmw745i85bmw745i - 3/15/2008 9:22:47 PMView My AgentSpace
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I am a BMW guru but I honestly love the A8 but then again the 7 is older than its competitors. Still I find a 7 series very luxurious. compare its creature comforts to caddy lincoln etc. not bashing domestics but the 7 is in fact a luxury car. different drivers have their own opinions of luxury otherwise all cars would be the same. the luxury is in the eye of the beholder.... to a certain extent.


S4cabriofoxoneS4cabriofoxone - 3/16/2008 12:33:30 PMView My AgentSpace
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That's a way to judge a luxury car?

So you're telling me the Mercedes C-Class is a way better luxury car than the S-Class because it sells more?



bmwman1963bmwman1963 - 3/16/2008 1:51:10 PMView My AgentSpace
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ERIC113, HAVE YOU EVER BEEN ABLE TO GET YOUR AUDI SERVICED AT A VW DEALERSHIP?

AUDI WILL "NOT" AND VW WILL "NOT" SERVICE THE OTHER.

WHEN I OWNED A LEXUS, TOYOTA WAS "AUTHORIZED" TO SERVICE THE PIECE OF CRAP THAT IT WAS..

AUDI MAY BE OWNED BY VW, BUT IT IS IN THE RANKS OF BMW AND MB.

COMPARE APPLES TO APPLES!



THESCOOTERTHESCOOTER - 3/14/2008 4:40:42 PM
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THE FINAL WORD PEOPLE (does not include exotic brands):

Tier 1 - MB, BMW, Lexus

Tier 2 - Infiniti, Audi, Cadillac, Land Rover, Jaguar

Premium - Non-Luxury - Volvo, Saab, Lincoln, Acura

There conversation over.




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bmwman1963bmwman1963 - 3/14/2008 5:09:42 PMView My AgentSpace
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I would not put Lexus in tier 1, maybe Audi, but not Lexus. Lexus cars are just Toyota's with better makeup.


eric113eric113 - 3/15/2008 12:03:08 AM
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to BMWMAN(above this post)/// lexus is just a toyota?

How about "Audi is just a Volkswagen?"



Agent250Agent250 - 3/15/2008 12:30:02 PM
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And BMW's are just bigger Mini's.


85bmw745i85bmw745i - 3/15/2008 9:24:05 PMView My AgentSpace
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very well put


85bmw745i85bmw745i - 3/15/2008 9:25:47 PMView My AgentSpace
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I meant good point thescooter


cdokecdoke - 3/14/2008 4:44:32 PMView My AgentSpace
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To me, luxury at its most fundamental is about materials and materials execution. By the latter I mean not only the quality of the placement of the materials together, but also the way in which that is done- such as hand-made or custom objects.

I am the kind of person who will pay a massive premium for things that are hand-made or custom- such as with my Karges furniture. Also, all of my dress shirts are entirely bespoke. This sort of thing runs in my family, my grandparents have many bespoke paintings and bronzes.

There is a bit of a caveat and that is related to the actual type of execution. Luxury to me means elegance, which out of necessity is something that is beautiful. That which is beautiful is simple. I am not making that up and it isn't really my subjective opinion. Studies on human faces show very well that the most simplistic the person's face the more beautiful they are. That is why the the DB9 is so beautiful- it is a really simple automobile in terms of its design. So the luxury object must also be inherently simple in its execution to me.


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tattedtwicetattedtwice - 3/14/2008 5:03:06 PM
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Here's the way I see them:

Level 1: BMW and M-B. These two have the heritage, engineering, technology, and image that all their competitors covet. They are at the top of the luxury chain.

Level 2: Audi and lexus. These two are nipping at the big boys' heels, but they aren't there yet. On paper they have what it takes, but the execution of their cars is what keeps them from being world class. Also, they don't have the prestige and image-factor to put them on top.

Level 3: Acura, Cadillac, Infiniti, Volvo, Lincoln. These guys all make great cars, but everything from sales to quality to refinement to fit & finish to the all important prestige factor will have to be addressed before they can shoulder in next to the big boys.


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