I'll be honest, I don't understand it.

The premium German car makes (Audi, BMW and Merc) have increasing ranges, knocking out competitors to mainstream models at quite often reasonable base model prices.

 

How can they still be regarded as "premium" when they are everywhere?

 

I saw a small white van yesterday that has almost exactly the same face as the E class.  It's a cheap little white van for heaven's sake.  How can you drive past that in a high end Merc thinking, "oh, that looks a bit like mine, great, it's nice to have a premium badge and styling just like that fiesta sized van.

 

Then today I hear Audi are looking at releasing an A0, which is effectively an UP!/Mii/Citigo clone with the Audi one face fits all front slapped on.  Good grief.

 

How do they keep people thinking that by joining the high number of people with similar cars (most of which are mundane cheaper versions) that it's a premium badge?

I saw a small white van yesterday that has almost exactly the same face as the E class.  It's a cheap little white van for heaven's sake.  How can you drive past that in a high end Merc thinking, "oh, that looks a bit like mine, great, it's nice to have a premium badge and styling just like that fiesta sized van.

 

But one is a cheap van and the other is an expensive executive saloon.

 

Their price makes them premium. A higher price denotes exclusivity. Exclusivity creates desirability. Desirability allows for a higher price - and we're back at the beginning.

 

Of course you also need substance to justify the price, hence the Merc has a higher level of build quality and all the bells and whistles.

Drive a french car then you'll get it

On that basis my skoda is really exclusive. 3 people at work own mercedes'

I agree with Richard here they do churn out an awful lot of cars, not necessarily very good, but consumers will pay more for a premium badge.

I heard that the BMW 3 series outsold the ford mondo by quite a large margin, which then makes the ford more exclusive

The 'premium' thing is a little weird though.

 

I love my Superb but if I'd had the choice of an A6 for similar money I'd have likely chosen the Audi.

The problem with the merc is, that it is a French car....

 

The Citan is in fact a Renault Kangoo.

 It's a cheap little white van for heaven's sake.

 

Mercedes Citan - based on the Renault Kangoo 

Bet my Kangoo has more load space than either your Audi or Roomster :p

And it was 700 quid

Oh Jesus, I've never seen one before, now I wish I hadn't!

 

But one is a cheap van and the other is an expensive executive saloon.

 

Their price makes them premium. A higher price denotes exclusivity. Exclusivity creates desirability. Desirability allows for a higher price - and we're back at the beginning.

 

Of course you also need substance to justify the price, hence the Merc has a higher level of build quality and all the bells and whistles.

 

But it's called a "premium" brand.  As in, the whole lot rather than just the top end cars.

 

A Renault van (didn't know that BTW) with a "premium" badge on it... :wonder:

And they didnt even master the collision tests (at first).

Oh Jesus, I've never seen one before, now I wish I hadn't!

 

 

 

The one I saw wasn't that flash...

 

This works the same for the new ford front end which has been blatantly taken from the Aston Martin. 

 

If i owned an Aston Martin & regularly  saw a new fiesta in the neighbourhood, i would seriously be thinking about selling double quick, bringing the premium badge down 10 or 20 rungs, buuuut on the other hand if BMW are out selling ford, maybe not

Although Aston have ditched the re jigged toyota iq

 

There is a serious point though, Audi, Merc BMW can now not seriously be considered  premium brands just overpriced tin cans with wheels.

I guess a Mercedes van is a 'premium' van, i.e. Sprinter drivers see themselves in higher prestige than say those in say a Vauxhall Vivaro.

 

Just like Mr C-Class sees himself alongside Mr Insignia?

 

I reckon you could buy a few E-Class's and have change compared with one of these?

 

Edited 14 December, 201312 yr by silver1011

Obviously, yes.

 

But my point is more about mass sales and expanding ranges into cheaper products that don't fit with a premium badge.

Surely sooner or later it's got to devalue the brand.

 

 

I remember a few years back Audi taking a shot at BMW M badged SUVs, saying the RS badge is special, it'd never go on an SUV.

Yet now they've made an RS Q3...

 

Clearly the focus is just sales and profits, which I can understand.

 

What I can't understand is how people still think of the badge being a premium one when (in Merc's case) they are just rebaging someone else's cheap white van.

I get you, I'm maybe getting caught up on the van / commercial vehicle link.

 

If I drove a top end Merc I don't think I'd be upset to see the three-pronged star on a scabby van.

 

Likewise with the example above, I don't think I'd even notice a Ford Fiesta if I drove an Aston Martin, let alone it's grill.

 

Is an Audi A1 premium? Could an A1 be classed as premium compared with say a Renault Clio?

Eventually brands will go or simply be curtailed/specialised.

Just look at the way all the VAG brands are becoming more and more similar, and simply rebadged versions.

GM were doing this for decades, now some brands have gone, others specialised into budget, premium, sports etc.

I can see vw moving the same way.

To add to this further I think BMW or Mercedes have been sharing technologies etc with Renault so the entry level "premium" cars have a Renault engine, which must devalue the brand to car enthusiasts

It is funny when I see a boggo standard spec Audi A3 or similar. I just think "do you really have no imagination?" Ok yes it has an Audi badge on it, doesn't mean it's a good car or that you could have had something so much better spec'ed for the same money.

I look past the badge and just look at the model and trim.

For example I see an Audi A4 boggo 2.0 TDI and go hmm.

I see an Audi RS4 and go mmmmm awesome!

Nissan isn't classed as a premium brand and most people look past 99% of the range.

But the Nissan GTR now that is a premium/exclusive car. I think that's the way it is going to go. Rather than brand, it will be based on Model and or trim level.

Merc have been making vans for ages.

I'd love to see a test where all badges are removed from a car and people are led into the cabin blindfolded, remove blindfold and ask them 'what make of car is this you're in'. Let them drive a bit and ask again.

 

I suspect you'd get a 9/10 'I don't know?'

I drive a base spec bmw

And i wouldnt change it for a similarly priced top of the range budget brand

Merc have been making vans for ages.

Yup old merc sprinter vans

Yup old merc sprinter vans

they were making vans in the 60's IIRC. They even did a gorgeous imitation of a VW Type 2 Samba

 

http://www.carandclassic.co.uk/car/C450635

I personally dont consider merc's, bmw or audi to be premium brands. Dont get me wrong i would own them but i wouldnt class them as premium or exclusive.

Premium to me is aston martin, lambo's etc...