By Leftlane Staff
Wednesday, Jun 14th, 2006 @ 6:56 pm

Global Insight analysts Phillip Rosengarten and Christopher Stuermer have written a new book titled “Premium Power, The Secret Of Success Of Mercedes-Benz , BMW , Porsche And Audi .” In it, they describe how “premium” brands of BMW, Porsche, Audi, Mercedes-Benz, Range Rover, and Volvo are superior to “mere luxury cars” from Lexus , Infiniti , Cadillac , Jaguar , and Rolls Royce, because they continuously set new high standards. Rosengarten calls Lexus’ European sales of about 20,000 cars a year “pitiful.” He also says a brand’s history is important to prestige. “Without heritage, which means a glorious history and brand tradition, it will not be easy to establish a successful luxury brand in Europe, not to mention establish a premium brand. All the more so as Lexus has many American luxury-style elements with its design orientation geared towards other premium brands instead of creating its own unique elements, and it cannot showcase any important innovations,” he said.

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