Yesterday, the astute Derek Kreindler added to his already excellent body of work on TTAC another installment of his “Generation Why” series in which he explored Land Rover’s resistance to the current trend of marketing lower cost vehicles to young people. In the body of the article a couple of sentences in particular jumped out at me –
While the parents of today’s college-age consumers still associate Mercedes-Benz and BMW with stratospheric price tags and unique dynamic qualities, the next generation seems them as cars that can be leased by any $30k millionaire because they’re too proud to drive a Honda Accord. If you drive a BMW 320i, girls won’t think you’re rich; they’ll think you’re a try-hard.
Naturally, that got me to thinking and I was hoping that we might discuss it a little further. Tell me oh best-and-brightest of TTAC, what car (new or used) can we 30K millionaires buy on a budget that will convey the sense of wealth and success that we so earnestly seek?