1985 190E vs. 2015 CLA: How Lexus Leavened the Price of Base Benzes
#1
Speaks French in Russian
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1985 190E vs. 2015 CLA: How Lexus Leavened the Price of Base Benzes
Question: How much would the new Mercedes-Benz CLA250 cost had Toyota never launched the Lexus brand?
Answer: About $65,000.
As crazy as that sounds, that seemingly ridiculous price rather accurately represents the insane price disparity between Mercedes-Benz vehicles and other cars in the years leading up to the arrival of Lexus.
Before Toyota’s luxury brand landed for 1990, Mercedes was a carmaker with no direct competition. With a well-earned reputation for building some of the planet’s finest cars, and no natural predators, the Benz Boys were free to charge exorbitant prices for their products, and they did just that.
Then came Lexus, specifically the 1990 Lexus LS 400. A large luxury sedan boasting a world-class cabin and packing a twin-cam V8 engine, the LS was aimed directly at Mercedes’ flagship, the vaunted S-Class.
By all accounts, the LS was a worthy rival, offering similar passenger space, a sophisticated balance of ride and handling, and arguably similar build quality. There was really only one measure by which the big Lexus came up short compared to the Mercedes, and that was price–short, by about $40,000.
At $35,350, the Lexus LS 400 could be had for less than half the price of a same-year Mercedes-Benz 560 SEL.
Starting at $53,200 for a short-wheelbase 6-cylinder 300 SE, the S-Class lineup suddenly looked shockingly overpriced. Competing more directly with the Lexus LS was the top-line 560 SEL, which started at a breathtaking $74,050.
Not surprisingly, Mercedes prices began to temper in the aftermath of Lexus coming on the scene. And it wasn’t just Lexus. Acura and Infiniti were newly on the prowl, all while Cadillac and Lincoln began taking Euro-intending luxury seekers more seriously.
But, you ask, how much have Mercedes prices moderated since Lexus came on line? To answer that question, let’s compare two of the maker’s entry-level models, one from 1985, and one available right now.
The 190E sedan was the least-expensive Benz model back in the day, listing for $30,680 with automatic transmission and a couple of options required to make this comparison work (see chart below). The CLA250, Mercedes’ current least-expensive model starts a little higher than the 190E did, coming in at $33,005.
That apparent price parity falls apart when we adjust the 190E’s price for inflation. According to the US. Bureau of Labor Statistics, $30,680 in 1985 dollars comes to $67,501 once adjusted—more than twice the price of the CLA. TWICE.
Likewise, at $95,325, the least-expensive 2015 S-Class comes in substantially below the $134,126 inflation-adjusted price of the 1990 560 SEL mentioned earlier.
So, thank Lexus for bringing sanity to luxury-car prices. Because of Japanese competition, Mercedes-Benz prices now start at about the cost of an average new car ($31,250 as this is posted), not twice that sum.
Answer: About $65,000.
As crazy as that sounds, that seemingly ridiculous price rather accurately represents the insane price disparity between Mercedes-Benz vehicles and other cars in the years leading up to the arrival of Lexus.
Before Toyota’s luxury brand landed for 1990, Mercedes was a carmaker with no direct competition. With a well-earned reputation for building some of the planet’s finest cars, and no natural predators, the Benz Boys were free to charge exorbitant prices for their products, and they did just that.
Then came Lexus, specifically the 1990 Lexus LS 400. A large luxury sedan boasting a world-class cabin and packing a twin-cam V8 engine, the LS was aimed directly at Mercedes’ flagship, the vaunted S-Class.
By all accounts, the LS was a worthy rival, offering similar passenger space, a sophisticated balance of ride and handling, and arguably similar build quality. There was really only one measure by which the big Lexus came up short compared to the Mercedes, and that was price–short, by about $40,000.
At $35,350, the Lexus LS 400 could be had for less than half the price of a same-year Mercedes-Benz 560 SEL.
Starting at $53,200 for a short-wheelbase 6-cylinder 300 SE, the S-Class lineup suddenly looked shockingly overpriced. Competing more directly with the Lexus LS was the top-line 560 SEL, which started at a breathtaking $74,050.
Not surprisingly, Mercedes prices began to temper in the aftermath of Lexus coming on the scene. And it wasn’t just Lexus. Acura and Infiniti were newly on the prowl, all while Cadillac and Lincoln began taking Euro-intending luxury seekers more seriously.
But, you ask, how much have Mercedes prices moderated since Lexus came on line? To answer that question, let’s compare two of the maker’s entry-level models, one from 1985, and one available right now.
The 190E sedan was the least-expensive Benz model back in the day, listing for $30,680 with automatic transmission and a couple of options required to make this comparison work (see chart below). The CLA250, Mercedes’ current least-expensive model starts a little higher than the 190E did, coming in at $33,005.
That apparent price parity falls apart when we adjust the 190E’s price for inflation. According to the US. Bureau of Labor Statistics, $30,680 in 1985 dollars comes to $67,501 once adjusted—more than twice the price of the CLA. TWICE.
Likewise, at $95,325, the least-expensive 2015 S-Class comes in substantially below the $134,126 inflation-adjusted price of the 1990 560 SEL mentioned earlier.
So, thank Lexus for bringing sanity to luxury-car prices. Because of Japanese competition, Mercedes-Benz prices now start at about the cost of an average new car ($31,250 as this is posted), not twice that sum.
http://blog.consumerguide.com/1985-1...s-base-benzes/
#2
Lead Lap
The premise of this article is good, but its quite flawed in execution.
1) The 190E's successor is the C-class
2) You cannot just take the inflation rate using the CPI and apply them to a specific car and say "hey, the CLA250 would be $65k in today's dollars if Lexus didn't exist." In general, cars have become more affordable over the years and have not kept up with inflation, especially when you start with a 198X datapoint.
There's one thing Lexus DID do to Mercedes dealers back then that's not mentioned in this article. In the 80's and 90's salespeople would get $2,000-4,000 commission checks on 190E's was not that uncommon and frequently got $6,000 commission checks on 300E's. From what I've heard that went away almost immediately when people started buying LS400's for the price of a 400E.
1) The 190E's successor is the C-class
2) You cannot just take the inflation rate using the CPI and apply them to a specific car and say "hey, the CLA250 would be $65k in today's dollars if Lexus didn't exist." In general, cars have become more affordable over the years and have not kept up with inflation, especially when you start with a 198X datapoint.
There's one thing Lexus DID do to Mercedes dealers back then that's not mentioned in this article. In the 80's and 90's salespeople would get $2,000-4,000 commission checks on 190E's was not that uncommon and frequently got $6,000 commission checks on 300E's. From what I've heard that went away almost immediately when people started buying LS400's for the price of a 400E.
#4
Lead Lap
It is pretty amazing that Lexus caused Mercedes to call McKinsey & Co. to do a cost-cut analysis for them in the early 90's. That didn't turn out too well quality wise, did it?
#5
You're right, I just view it as overly simplistic. The CLA was more of a reaction to Audi than anything.
It is pretty amazing that Lexus caused Mercedes to call McKinsey & Co. to do a cost-cut analysis for them in the early 90's. That didn't turn out too well quality wise, did it?
It is pretty amazing that Lexus caused Mercedes to call McKinsey & Co. to do a cost-cut analysis for them in the early 90's. That didn't turn out too well quality wise, did it?
#6
Lexus Champion
This may be technically correct that the 190E has grown up in to the C-Class; but the point is that the 190E was the "Baby Benz" and so is the CLA. The CLA is bigger than the 190E was at the time, so the CLA comparison is actually more relevant than the new C-Class comparison.
#7
Lead Lap
This may be technically correct that the 190E has grown up in to the C-Class; but the point is that the 190E was the "Baby Benz" and so is the CLA. The CLA is bigger than the 190E was at the time, so the CLA comparison is actually more relevant than the new C-Class comparison.
I can see why you'd disagree- like I said before, I just think this article is too simplistic...not wrong.
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#8
^ I think the point is both the old 190E and CLA are the cheapest Mercedes you can buy.
I wouldn't be suprised if the old 190E, despite being smaller, is roomier than the CLA. The greenhouse is way more upright, the trunk is squared off. I've heard several people say the CLA feels tight inside and the back seat is a joke with that swooping roof line.
I wouldn't be suprised if the old 190E, despite being smaller, is roomier than the CLA. The greenhouse is way more upright, the trunk is squared off. I've heard several people say the CLA feels tight inside and the back seat is a joke with that swooping roof line.
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