How Audi, BMW, Mercedes boost Europe share while protecting premium-ness

Audi, BMW or Mercedes-Benz is more likely to be bought each month in Europe than a Citroen, Fiat or Toyota. The three German premium brands have increased their combined share of the European market to 17 percent from 10 percent two decades ago. They have succeeded in “democratizing” luxury and have boosted volume without sacrificing their high profit margins. They have done this by launching smaller models targeted at customers who typically had driven mass-market brands, as well as by creating new segments with vehicles such as the BMW X6 coupe-styled SUV and the Mercedes CLA coupe-like four-door sedan.