If you follow the luxury segment of the automobile business then you know that the best and most powerful brands are those considered to be “Tier 1.” They represent the largest volume brands in the segment, have the most loyal customers, command the highest margins, have the highest resale values, are the best defined, are the most prestigious and the most desirable.
Every Tier 2 brand aspires to be in Tier 1. Audi set the target years ago to become a Tier 1 brand and some would say that it has achieved that goal. More recently Cadillac has made no bones about the fact that it wants to be a Tier 1 brand and has set it sights on BMW. Infiniti is striving to make it into Tier 1 and Jaguar would like to return. The fact remains that only three brands have achieved the volume, credibility and prestige to be true Tier 1, everyone else is Tier 2:
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