(Facebook.com)
Tuesday, July 11, 2017
Too Many Choices Confuse Consumers
Luxury Automakers Suffering From Slowing Sales Despite Huge Model Ranges
Despite the best attempts of brands like BMW and Mercedes-Benz to capture increasingly large segments of the market, both are suffering from falling sales in the United States.
As we recently reported, sales of new cars and trucks fell by 3 per cent last month with end-of-year new vehicle sale predictions now sitting at 1 million units less than were sold in 2016. This comes despite many luxury automakers aggressively and relentlessly expanded their line-ups with an often confusing plethora of variants.
According to Edmunds senior analyst Jessica Caldwell “In some ways, their strategy has backfired on them. The idea of what makes a luxury brand has changed. A fast zero-to-60 time used to be important for any luxury car. But if you’re buying an all-wheel drive S.U.V., nobody really cares about that.”
(CarScoops.com)
Despite the best attempts of brands like BMW and Mercedes-Benz to capture increasingly large segments of the market, both are suffering from falling sales in the United States.
As we recently reported, sales of new cars and trucks fell by 3 per cent last month with end-of-year new vehicle sale predictions now sitting at 1 million units less than were sold in 2016. This comes despite many luxury automakers aggressively and relentlessly expanded their line-ups with an often confusing plethora of variants.
According to Edmunds senior analyst Jessica Caldwell “In some ways, their strategy has backfired on them. The idea of what makes a luxury brand has changed. A fast zero-to-60 time used to be important for any luxury car. But if you’re buying an all-wheel drive S.U.V., nobody really cares about that.”
(CarScoops.com)
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