Lincoln Continental Concept Makes Splash at 2015 New York International Auto Show Lincoln Motor Company has shown its new Lincoln Continental Concept at the 2015 New York International Auto Show. Kept quiet until the week before the show, Lincoln clearly timed the release of the Continental Concept to coincide with the first public showing of the competing Cadillac CT6 sedan. Ford (Lincoln) used a similar tactic to take the wind out of the sails of the Acura NSX introduction at the 2015 Detroit Auto Show with its striking Ford GT.
I’ve just been wandering around in AutoPacific‘s Research Suite data and decided to take a look at the results for the 2006 Mercedes-Benz E-Class.
Mercedes E-Class owners completed AutoPacific’s Future Vehicle Survey either by mail or through the VehicleVoice website. This allows us to get a good look at them compared with the owners of competitive cars.
Now, I know that E-Class is a popular car for use as a taxi-cab in Germany. The place is crawling with flesh-colored E-Classes with M-B Tex interiors, diesel engines and low feature loads. Of course, in the USA, the E-Class is positioned as a mid-level European Sport Sedan… or is it? Here is is a $50,000 luxury car… European, yes… Sport Sedan… maybe not.
Is E-Class the Anti-Sport Sedan?
Compared with other cars competing with the E-Class the differences are startling. Different from the Audi A6 and BMW 5-Series, the E-Class is bought by a person who tends to be substantially older, more likely to be married, much less affluent, less educated. They are much less likely to describe themselves as an auto enthusiast or to agree that a vehicle is a means of self-expression. They just aren’t into cars the way that Audi and BMW owners are.
Innovative technology is not particularly important. A navigation system or advanced audio system is not particularly important. Exterior styling? Who cares? Power and acceleration? Leave that to Audi and BMW. Fun to drive? Stodgy is OK.
AutoPacific Profiles Owners of Every Vehicle, But E-Class Profile is Surprising
Wow! I guess unless you track these things in detail all the time (which we do), results like these are very surprising. Mercedes’ product execution and communications strategy has brought a lower common denominator luxury car buyer into the franchise.
Where’s the excitement? Not with the E-Class!