Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

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Thread: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

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    News Contributor BlackGTP's Avatar
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    Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    “What’s in a name? That which we call a rose, by any other name would smell as sweet.”

    Shakespeare was probably not thinking of the auto industry when he wrote those famous lines, but his point is worth remembering the next time you buy a car.

    The truth is the global auto market is now full of identical or near-identical cars sold under different brand names and at different prices. The practice, known — with a touch of irony — as “badge engineering,” enables car companies to source models from competitors, thereby rounding out their product lines without investing in the massive tooling needed to make each model in-house. It is quite different from the better known phenomenon of “platform sharing,” which signifies merely that different car models share a basic skeleton. Rebadged cars are identical in all respects, except perhaps for some tiny cosmetic distinctions such as the placing of the headlamps or the shape of the trunk. They not only come from the same factories but are in many cases made by the same workers on the same production lines. Yet their prices can vary significantly depending on which maker’s badge is on the grill.

    Just how significantly is revealed in the new issue of Which?, a London-based consumer magazine. Take, for instance, the tiny European city runabout known as the Aston Martin Cygnet. In its most basic version it sells at more than $45,000. The car is actually made by Toyota and a Toyota version (identical except for some interior accoutrements) can be had for less than $17,000. On an apples-to-apples comparison, Which? reckons the average price discrepancy is more than $31,000. Thus those who prefer Aston Martin’s badge pay an outrageous three times more for exactly the same Toyota engineering!

    Article continues at link: http://www.forbes.com/sites/eamonnfi...fake-prestige/

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    Re: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    The author never seems to draw a conclusion, but it just goes to show how strongly brand imaging can work and how a car purchase can be dictated by emotions more than logic. That's why all of the arguments that the Volt doesn't make sense doesn't make sense in itself.

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    6.2 Liter LS9 Supercharged V8 Premium Member jzchev28's Avatar
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    Re: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    Quote Originally Posted by BlackGTP View Post
    The author never seems to draw a conclusion, but it just goes to show how strongly brand imaging can work and how a car purchase can be dictated by emotions more than logic. That's why all of the arguments that the Volt doesn't make sense doesn't make sense in itself.
    Just goes to show how clueless some of the buying public is.... I still can't believe Aston Martin would sell a single Cygnet.... just crazy.

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    Re: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    Quote Originally Posted by jzchev28 View Post
    Just goes to show how clueless some of the buying public is.... I still can't believe Aston Martin would sell a single Cygnet.... just crazy.
    I had remember reading about the Cygnet, but had totally forgotten about it. I wonder how well it is selling....

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    Re: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    I thought they were going to give these away for free whenever you bought an Aston.

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    Re: Hugely Higher Price: Why Pay An Extra $30,000 For Fake Prestige?

    Quote Originally Posted by majicbz07 View Post
    I thought they were going to give these away for free whenever you bought an Aston.
    That was my understanding as well. These weren't going to be sold as an individual model, they were given free with the purchase of one of the MUCH more Aston models. That can't be right though as the author is saying they sell for $45K. I've never heard a single thing about them after the concept was announced.
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