
Premium. Is there a more alluring and misunderstood word in the world of vehicle branding? Occupying the rung just below “luxury,” — a category it’s often mistaken for, as language is malleable — premium concerns itself with value. Higher price, (presumed) higher quality, and, most importantly, a higher level of desirable content. All of these things give a premium product value. And there’s value in being seen in a premium vehicle, too, though maybe not as much as a true luxury vehicle.
Rolling up to the club in a Genesis G80, only to find yourself surrounded by Bentleys, Rollers, and Ferraris, would fill anyone with pangs of self-doubt. You’re not likely to impress anyone in that bathroom lineup with talk of the safety suite and ventilated leather you got for $10k less than the Germans.
As brand experts will tell you, luxury is more about the brand name (and what it brings to the table) than the functionality of the product. It’s about wants, not needs. With premium gear, buyers are looking to score themselves the trappings and quality everyone desires, only at a reduced price. There’s the value argument again.
With a solid tier of premium brands seeking your attention — a field Mazda apparently hopes to join — which premium automotive brand fails the hardest at actually being premium? (Read More…)
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