Here’s a question that buyers of top-shelf, name-in-lights cars usually don’t care to confront: How much are you paying for the car, and how much for the brand-name badge? There’s no doubt that companies such as BMW, Porsche and even Toyota can charge more than their main competitors. To a point, that’s only fair. Build compelling cars, create a reputation over decades, and people will happily scribble the checks.
The only problem is when a company starts to coast, slowing to admire its fine self in the rearview mirror. When that happens today, you can be sure a hungry underdog will race up and bite them in the, um, rear fascia. These David vs. Goliath smack downs are great not only for car buyers, but for the companies themselves. In recent months, some Korean and Japanese companies have been wielding the slingshots against the big boys. If they pull it off, it won’t be the first time.
Special thanks to "answer" for the tip!