THE POWER OF premium brands! Shortly after moving from BMW to become Opel-Vauxhall boss, Carl-Peter Forster told me of his frustration that, despite the Vectra having largely the same componentry value as a 3-series, GM couldn’t charge anywhere near the same price.
Back then, premium still meant exclusivity. BMW, Mercedes-Benz and Audi had built their brands through decades of strict management, investing heavily in perceived quality, leading-edge technology, consistent design and often superior dynamics.
Then they went into new model overdrive: pushing into SUVs, superminis, hatchbacks, supercars. Premium became mainstream: the 3-series outsells the Insignia, of course, while the Mondeo’s modest sales ironically offer exclusivity.
In 2006, Audi was the UK’s tenth biggest automotive brand, selling 85,494 cars. A decade later, the brand lies fifth, having almost doubled its volume,…
