Honda's Acura brand wants a place among the most elite luxury brands, Audi has ambitious sales goals and Lincoln wants to get back on shoppers' radars.
At the same time, top-tier players BMW and Mercedes-Benz are pushing harder than ever to maintain their dominance by launching smaller, more affordable cars.
Then there are the upstarts. Hyundai and Kia are introducing more premium vehicles without creating a separate luxury brand.
"The definition for luxury is changing," said John Mendel, executive vice president, American Honda, at the Automotive News World Congress on Wednesday. "It's more rational."
Classifying a brand as top-tier or lower-tier is not relevant today.
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