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Sudden Wealth: Uncovering the Riches of the Week

kent-jackson by kent-jackson
June 30, 2024
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Sudden Wealth: Uncovering the Riches of the Week
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Photo: VW / Bentley / BMW / Aston Martin / Audi

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Sure, some will say I’m crazy for thinking that automakers actually care about mainstream customers – but nevertheless, I’m vexed by how the planets aligned this past week to see the automotive industry launch such rides.

Exciting New Models Launched

Let’s overview them. So, there was the tank-like-heavy BMW M5 saloon, the refreshed 2025 Volkswagen Golf R and Golf R station wagon, the fourth-generation Bentley Continental GT Speed with 782 electrified ponies, the Aston Martin Valiant hardcore track star with a manual, and Audi’s most powerful gasoline-powered model ever – RS Q8 Performance.

Missed Opportunities in Innovation

By the way, all these come after the week before Bugatti dropped the curtain for its Veyron and Chiron successor, the plug-in hybrid V16-powered Tourbillon. Frankly, I wasn’t really impressed with the new hypercar, which is becoming even more exclusive with just 250 units

My one and only huge beef with it is that Bugatti failed to innovate – it sacrificed the opportunity to bring something new to the table for at least the next half-decade on the altar of tradition and continuity.

Rising Prices in the Automotive Industry

Is it only me, or are carmakers striving to make the honest-to-God $20k vehicle disappear forever?

Polestar, for example, has finally started deliveries of their Polestar 3 all-electric mid-size luxury crossover SUV, and the US listings reveal that the Long Range Dual Motor begins at $73,400. Wasn’t it that the EV burst, and now people want more affordable zero-emission cars or won’t buy them at all, instead going for the safe, reliable, and more affordable hybrid next door?

The Dilemma of Affordability

It’s not worth the extra effort, if you ask me, even though I am not among the BMW fans who believe the 2025 BMW M5 is extremely ugly. In my opinion, the XM is that BMW. Or the iX or the 7 Series, and I could go on for a while.

But how about the 2025 Volkswagen Golf R, which keeps getting more expensive? Luckily for them, we have an alternative in America for something honest and ‘almost’ cheap – the newly refreshed 2025 Volkswagen Jetta, which starts from $22k.

The Future of Affordable Models

So, what happened with honest models that don’t cost an arm and a leg? Are they becoming a dying breed, and do we all need to start digging for gold and diamonds just to afford a daily driver or a work and shopping commuter?!

In addition to the rising prices and lack of innovation in some luxury models, it is crucial for automakers to continue to prioritize affordable options for everyday consumers. While luxury vehicles have their place in the market, catering to the needs and budgets of a wider range of customers is essential for long-term sustainability in the industry.

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