… unless you’re Chinese, in which case Japanese luxury brands are definitely designing those grilles for you.
According to Automotive News, China is poised to eclipse the United States as the number one luxury car market. To get ready for that eventuality, Japanese luxury car brands are designing their cars to cater to the tastes of affluent, young, Chinese car buyers.
Whereas the Teutonic Trinity of Audi, BMW and Mercedes go for complexity in their offerings, Volvo aims to attract luxury consumers through simplicity.
In the hagiography of automobiles beloved by enthusiasts, the Volkswagen Phaeton is revered as an icon of technological brilliance, rejected in America by a marketplace of Philistines too self-conscious to appreciate its technological brilliance or unmatched discretion. For once, it’s an estimation not entirely divorced from reality.
But given the disastrous results that resulted in a brief, two-year stint for the Phaeton, one would expect that VW of America, which is desperately trying to rebuild their fortunes in the American marketplace, would be gun shy about reviving the Phaeton in America.
Instead, the Volkswagen Group’s terminal insecurity about the Volkswagen brand’s standing in the marketplace has led it to launch a two-pronged attack, with two luxury sedans planned for both China and the United States.
Breaking into the Luxury market isn’t easy. Toyota has arguably had the most success with Lexus, the only full-line luxury marque sold in America that isn’t German. Infiniti gave up on trying to go head-to-head with the S-Class and 7-Series when they ditched the Q, and Cadillac has yet to have a complete and coherent strategy. Meanwhile Acura started off strong with the Legend, created a competent E/5 competitor with the all-wheel-drive RL, and then things started to fall apart. Can the RLX bring the brand back?