I generally go for value, and don't pay that much attention to the brand unless it's established it's self as a value leader. There are exceptions, of course. I loved my Porsches, and admit that the "cache" had something to do with it. But, the flip side was unwanted attention.
I began buying Mercedes-Benzes out of frustration of cars wearing out too soon. MB had a reputation for longevity, ease of repair, and a per-mile cost that was tough to beat. I bought a low mileage 190E 2.3 to give it a try, and after piling over 300K on it without major repair, I was sold. Things have changed, though...
No one buys a $70,000 car for anything other than image and cache. Most luxury car features are now available in cars costing a fraction of that. A $70,000 RL or $85,000 E-Class won't last one km longer than a $25,000 EL or $40,000 C-Class. What do you get? You get the rolling billboard that states that either "you can afford an expensive car" or "you have a huge lease payment that is driving you into bankruptcy as we speak."
We owned, at the same time, a 1998 C-Class and a 1998 E-Class. Other than some extra trunk space and a few inches of rear leg room, the differences in the two cars were minimal. The E was not constructed to a higher standard (it was actually built to a lower standard in my opinion) and there was little to separate it from the C230 other than badging, some cosmetics, and a huge price difference. Of course, we didn't face the price difference thanks to buying the E300 used.
But, the market is the market, and there is a large group of buyers that aspire to looking down their noses at others through the car that they drive. Makers are savvy to this. For years GM had Chevy, Pontiac, Buick, Olds, and Caddilac. Most of the cars were similar, they just heaped features on each brand as the price went up.
I have to admit that the Lexus ES330 and the Camry XLE V-6 are just like GM of old. The cars are identical except for features and dealer service. You're mostly buying the fancy L. Based on the number of ES's I see, it's working, and working well. Me? I would buy a three year old Lexus to get the neat features (Nak or Levinson stereo, etc.) but I would not pony up the original sticker. No more new cars for me. Too damned expensive!
Is there anyone really buying the glut of $40-60K cars I see roaming the streets? Are there many cash buyers, or even people buying them on loans of 2-3 years, even 5? I expect that the majority are leased, meaning that people are shopping only on payment and brand, and not on a cost based decision.
Buying an automobile has long been an emotional trip, and makers are eager to keep that from changing. Welcome to the market!
