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Thursday, February 23, 2012

Automakers introduce “Gateways to Luxury”

Observation:   An article from USA Today explains how luxury automakers are moving down-market, hoping to lure younger, perhaps less affluent consumers into the upscale car market a little bit sooner… and more gradually.  Click here to see the story.

Implications:   “Luxury brand owners tend to be more loyal,” and therefore, it’s important to “Capture, Land and Expand.”  What a great series of thoughts from people who work in the upscale car market.  Gain attention the market share you hope to (capture) and develop over the next few years, sell (land) them, and then grow (expand) the relationship.

Makes perfect sense to me, provide there are entry-level luxury vehicles worth buying, and provided there are enough buyers to go around in what appears to be an increasingly crowded space.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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