Premium automakers undertake diet to fatten sales image

It’s an antonym, don’t you think? But it’s true – just look at the latest launches in the industry and you’ll see that flagships are not the rage, and it’s all about smaller and smaller models.

BMW, Audi, Mercedes-Benz and Jaguar, just to name a few, have been bulking up their low-end lineups to secure rising interest from customers who would rather have a smaller premium car than a mass-market large model. That means models such as BMW’s 2 Series Active Tourer, the Audi A3 sedan, Jaguar XE or Mercedes GLA snatch buyers from brands such as Opel, Ford, GM or Toyota.

Even marquees such as Bentley are contemplating the introduction of smaller cars, in this case a sporty two-seater convertible, a radical departure from the brand’s usually large, chauffeur drive sedans – but a return to the historic racing heritage.

Of course, not all carmakers cater for the low-end, as they need to remember to keep up the brand image: Audi is ready to introduce a new flagship concept, the A9, during the upcoming Los Angeles Auto Show and Rolls-Royce is contemplating the idea of building an SUV – and that model is certainly not going to be a compact crossover.

Via Financial Times