By Nick Aziz
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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