Let’s say you just got a big promotion at work or the kids are moving out of the house, and you finally have some extra money. You decide to blow it all at once and treat yourself by upgrading your ride. Naturally, you look to a luxury automaker. What do you choose?
Models like the Audi A3 and Mercedes-Benz CLA-Class may be tailor-made to introduce buyers to the premium segment, but a new study finds that they don’t garner the highest rates of non-luxury customer conquests. It turns out that a Volvo leads among folks moving up to a premium brand, and it isn’t even one that’s made anymore, at that.
A recent study by Polk and IHS Automotive looked at what models had the highest rates of buyers upgrading from a non-luxury segment. The information comes from its new vehicle registration data through April 2014. All ten top models boasted conquest rates of over 50 percent, but the Volvo C70 led the field with 68.01 percent of its customers coming from non-premium brands.
It’s an odd winner because the C70 isn’t even available as a new model anymore, having been discontinued after the 2013 model year. It isn’t the only car no longer offered that’s on the list, either. The BMW 128i is in seventh place with 53.93 percent of conquest buyers despite leaving us in MY 2014. It seems likely that some of these vehicles are still on dealer lots, and buyers are getting good incentives to pick them up at lower prices.
According to Polk, the 10 models with the highest conquest rates from non-luxury segments are:
- Volvo C70 – 68.01 percent
- Infiniti JX35 (QX60) – 63.89 percent
- Acura ILX – 59.66 percent
- Audi A3 – 57.34 percent
- Cadillac ATS – 56.88 percent
- Acura RDX – 56.53 percent
- BMW 128i – 53.93 percent
- Lexus CT 200h – 53.17 percent
- Land Rover LR2 – 52.47 percent
- Mercedes-Benz CLA-Class – 51.83 percent
If you’re curious about the other side of the table, the Mercedes S-Class is the least likely vehicle for new luxury buyers to choose at 10.35 percent. Although, that’s not exactly a shock – with a starting price of nearly $100,000, it would be quite a leap up from a Camry or Accord.