[6] Bmw Lafayette Becomes Monthly Issue

Sharon Moss says luxury car dealers are aiming to attract younger drivers.(Photo: FILE PHOTO)

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When it comes to cars, the cooler, the hotter, the more stylish, the better. Nothing says you have arrived like a new, luxury model that is not only attractive, but also caters to your every whim.

Want a cologne dispenser that mists the air with your favorite scent? How about a car that steers itself? Or one that responds to all of your commands simply with a wave or your hand?

If you’ve been dreaming about an upscale automobile lately, you are not alone. But, you are probably part of an older and more established demographic.

Not for long. Luxury car makers are trying to change all that.

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A BMW i8 at Moss Motors. (Photo: Paul Kieu, The Advertiser)

According to Bloomberg Business, car makers are using lower-priced vehicles “to target young, upwardly mobile drivers who might become loyalists for life, eventually shelling out six figures for a high-margin sedan. “We see it as adding a vital entry point for our brand,” says Steve Cannon, the head of Mercedes-Benz USA. “If you make your brand accessible. You’re feeding your ecosystem.”

A recent USA Today article cited this and other reasons for a new focus in the luxury auto market.

The takeaway: “Luxury automakers are trying to avoid being seen as old and stodgy and trying to find a fountain of youth.”

In fact, several high-end brands have begun unveiling smaller cars or new models with souped-up performance aimed at the hip, young professionals who may not have thought about owning a top-brand luxury model yet.

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So, you might think you can’t afford a BMW, Mercedes or Audi, but think again. The luxury brand market wants you.

Sharon Moss, owner and CEO of Moss Motors, has been in the high-end car business for more than 25 years.

Moss said there is a big misconception out there when it comes to luxury cars.

“I think a lot of people think they can’t afford a BMW or Mercedes, but they can,” Moss said. “Now, both have entry-level products. The GLC Mercedes starts at $31,300 and gets 35 mpg. The BMW has a price point of $32, 800 for a BMW 3 series. It’s affordable and the gas mileage on them is significant."

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Sharon Moss' son, Coury, inside an i8 BMW. (Photo: Paul Kieu, The Advertiser)

Moss said even more exciting is that these models are not stripped down.

Many come with features like hands-free control, WiFi and a host of other amenities you’d expect in a luxury car.

Better yet, she said, for the price you’d pay for some domestic cars or pick-up trucks, you can buy a 5 series BMW or even a C or E class Mercedes.

“We have been starting to market to those individuals,” Moss added. “We’re buying radio (ads) and hip-hop, marketing to entry-level buyers. Also, along with these cars, comes a huge amount of safety. These cars are built in Germany so they are well built.”

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In the luxury car world, it is all about brand loyalty. Car makers figure once you’ve tried it, you will not only buy it but you will stick with it.

The all-new Cadillac 2016 ATS-V Sedan, for example, is "for the young and young at heart," says Karen Holston, VP of sales and marketing at Service Chevrolet Cadillac, 1212 Ambassador Caffery Parkway, Lafayette. "Luxury redefined from the exterior to the interior."

Jordan Fabre, executive manager of Infiniti of Lafayette, is part of that younger generation.

Fabre said luxury brands like Infiniti have realized this generation is making up a larger portion of the entire segment and have a growing buying power.

"They are looking for aggressive styling," Fabre said. "Our Q 50 sedan has had a lot of success. It fits into their budget and has low-cost maintenance and fuel economy. It is not their grandparents’ vehicle. It is something they can be excited to drive."

As time goes on, Fabre added, buyers will move on. Families grow, and needs change, so many move into larger sedans or SUVs. If those buyers love what they drive, chances are they will stick with the brand.

"It is like anything," Moss said. "Once you experience something you think is luxurious, it is hard to go back."

The all-new 2016 Cadillac ATS-V Sedan. (Photo: COURTESY OF SERVICE GM)

Luxury Dealerships in Lafayette

Service Chevrolet Cadillac - Cadillac and Chevrolet

1212 Ambassador Caffery Parkway, Lafayette

(877) 231-1339

Moss Motors - Mercedes, BMW & Honda

1403 Surrey Street

(800) 487-0991

Infiniti of Lafayette - Infiniti

6201 Johnston St, Lafayette, LA 70503

(337) 984-0120

Audi Lafayette - Audi

6160 Johnston Street

(888) 483-6515

Courtesy Lincoln - Lincoln

4020 Ambassador Caffery Pkwy

(337)-441-3032

Courtesy Chevrolet Cadillac - Cadillac

1345 Evangeline Thruway, Broussard

337-205-9407

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