IF EVER there is a case study in how to popularise luxury brands, it would have to include automotive marques Audi, BMW and Mercedes-Benz.
Historically, these brands offered little in the way of variety and with high tariffs applied primarily until the 2000s, only the wealthy could afford them.
From the 1990s, everything changed; each brand increased its market spread – including more affordable models – and enjoyed lower tariffs along with increased sales…
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