A Mercedes Benz, an Audi a »BM» or a Volvo for some, because in addition to the image, they are the ones that first offer the maximum in cutting-edge technology, especially in the relevant safety, and the power of certain engines is from another world. A small group of generalists can offer almost the same in a relatively short period of time and be the same or even more durable. So?
You cannot strip the great halo of prestige to brands such as Mercedes Benz, BMW, Audi, Volvo, Porsche or a Ferrari or Lamborghini. Everyone knows that behind those doors there is a lot of luxury, technology, mechanical power, and that they are expensive, for many unreachable.
It is believed that they are far superior in everything to the rest of general or worldly brands. What really are luxury? Across the planet, BMW, Volvo, Mercedes, Audi, Cadillac, Lexus, Mini, Porsche, Acura, Jaguar, Infiniti, Land Rover, and recent Genesis products (owned by Hyundai), want to position themselves as the DS of Citroen; If we don’t miss any other, it’s impossible to forget Maserati, Lamborghini and Ferrari.
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Mercedes the chosen one? It is not the only one, there are two …
They are not, although each one has cars close to the most elite that have shortened the distances in all areas, not even Citroen, Jeep, Peugeot, Mazda, Hyundai, Volkswagen, Honda, Renault, Ford, Chevrolet, Toyota, Nissan, and the rest of Japanese, European, American or Korean, no matter how much they are perceived in the other position in many places of the world, due to the high costs of sale and maintenance (cars are a business, the importer »writes» the rules), and therefore few units roll, which makes them more exclusive and desired for many, that’s another thing.
Why is a luxury brand recognised? There are several characteristics. They have built prestige because throughout history they have been presenting innovations that have always been exclusive because it takes time for other automakers to adopt them. At all times they have been the first to offer unknown advances in their time, technically, safety, comfort, quality of construction, even in the outline of their general design lines, ideas that, also with over time, they are transferred – well by consumers – to the other automakers, and encourage competitiveness, which has greatly reduced the differences between the two groups.
Going into the subjective and measurable, a luxury vehicle contributes image in matters such as the design, the visual and tactile quality of the cabin, the finishes, it feels better, finer, more expensive, generates more pleasure sometimes by having a drive binding that fascinates, and that’s why it’s a very emotional product. How in the measurable? With the solidity when passing over holes, the low noise level inside or high and pleasant outside (a sports house is studied for tuning). Equally, by the touch of the controls: a change control, some climate control knobs, the control of the lights, the sensation that a handle transmits, everything is studied to transmit quality, even the sound when the door is closed.
It is inherent in luxury firms, the high maintenance cost represented in labor, spare parts, and the value of insurance in some cases. The brand image, how they withstand the passage of time and the value is used is fundamental in the equation.
Which is the best brand?
Many experts choose Mercedes Benz instead of Audi or BMW among the traditional luxury ones – not an easy choice – but surely easy for others who go more for the affection and loyalty towards a brand, which means its emblem, or simply for the style. The three are very homogeneous and without forgetting the traditional dynamic character and comfort in »BM» and Mercedes respectively, any one offers superb engines, chassis that with various suspension systems such as pneumatics, can deliver optimal dynamics, and dream comfort. Everything, governed by immaculate controls and touch screens, as in the recent Audi A6, 7 and 8.
So why do most experts choose Mercedes? Due to its long and rich history, both for cars that have been a milestone in the competition, and other models that at the time with patents incorporated historical advances that are now part of all cars: programmed deformation zones, ABS brakes and the first airbag in the world, among many inventions, such as being the first car with a combustion engine in 1886.
It also makes a difference, a vast group of classic Mercedes of all time, witnesses of a superior robustness and reliability that are coveted and fought in the best auction houses in the world. We also love the class, the stately, elegant appearance, despite from the strange current market invaded by trucks with all shapes, from the traditional sedans from the C-class (seen from behind, clearly reminiscent of the famous Pontoon) to the S, the latter, in its coupe body, one of the best GT in the world that with respect but without pain can look at a Rolls Royce or Aston Martin.
It is also an affordable brand for the vast majority in all latitudes -more since 2013 with the compact A-, the value of the used models is very solid and constant throughout the world and, although it may seem incredible but it is true, they work better and that is why it costs much less to maintain them compared to the Ferrari or Lamborghini.
Are the luxury ones so superior with respect to the others? The advantage exists, but it is evident that it has been greatly reduced in recent times, particularly in the high-volume segments and, among many examples of which we could mention, there are customers who do not agree to pay more for an excellent Audi A3, than for a great Volkswagen Golf with the same engine – equipment; Compared to larger luxury cars, the differences are more noticeable, and exclusive equipment can take years to catch on. So, which one is your favorite?
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