BLURRED LINES: Where Is The Line Between Luxury And Mainstream Brands?

A pair of unexpected automakers had a very good day when the editors of Ward’s Auto World magazine honored the best new automotive interiors in Dearborn last week.

Chrysler Group and Hyundai-Kia each placed two vehicles among the 10 winners — more than luxury icons BMW, Jaguar and Lexus.

“The line separating luxury and mainstream is becoming extremely blurry” when it comes to interior looks, feel and features, Auto World editor-in-chief Drew Winter.

Maybe so, but Ward’s top 10 includes two cars with six-figure sticker prices — the Mercedes-Benz S550 and Rolls-Royce Wraith.

Read Article

TheSteve - 5/29/2014 4:24:44 PM

+7 Boost

Luxury isn't a binary condition. There are varying degrees. Take a 100 ft yacht, for example. Unquestionably luxurious. What about a 45 ft boat? Well, there are some that are eye-popping luxurious, inside and out (see Princess Yachts, or Sunseeker for examples).

The same can be said for auto luxury with respect to interior appearance and design. If Chrysler and Hyundai-Kia are recognized for their noteworthy accomplishments, then all the power to them, and kudos, too! I still feel this way even though they're not level with a Rolls Royce, just like I can admire a well-designed 45 foot yacht, even though it's not of the same caliber as a 100 ft Sunseeker.

MattDarringer - 5/29/2014 4:27:46 PM

+4 Boost

well said

cidflekken - 5/29/2014 4:33:32 PM

+4 Boost

The rankings of interiors by Ward doesn't correlate to the author's statement of the blurred line between luxury and mainstream. Had Ward specifically stated that those are the 10 Best LUXURY interiors, and those mainstream brands made it, then yes. But, Ward's judgement is for the best interiors, regardless of market designation, for their intended price point and purpose.