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The 'Near Luxury' Car Buyer, Myth or Reality?
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The near-premium or near-luxury car segment that Honda is appealing to with its Acura ILX and Buick is appealing to with its Verano model. The European carmakers also plan to bring cars to the U..S. that are economically priced and have luxury features. White points out that baby boomer buyers in their fifties and sixties are particularly careful to compare these cars with the luxury features on a moderately priced Accord and Taurus, and can see any flaws in the near-luxury cars which indicate compromise such as afour cylinder engine or manual controls where electronic controls are expected. Honda's marketing people have looked at American buyers and see the new profile of a customer who is sophisticated but is also looking at price in today's more fugal environment for purchases, as the buyer they are targeting. But they will have to be careful as this category bumps up against the moderately priced cars that have some luxury features and are competitively priced to attract buyers.
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