The auto business has always been competitive, competition is an intrinsic component of the DNA.
The upcoming and fascinating intersection of competition within the luxury CUV segment, or should we call it the "premium economy" segment. Is gaining momentum, and as usual everyone has a winning product. While some manufacturers are collaborating on platforms to achieve cost savings.
In Canada the increasing popularity of smaller CUV's, with some manufacturers having a prominent position in the segment for years. We have progressed from full size SUV, to a CUV, and we are evolving to smaller than a CUV which is becoming the sweetspot of the entire "utility" segment.
The established and well entrenched players, will intersect with emerging players especially in the "premium economy" (luxury) area of the small CUV segment in the next 12 to 18 months.
Yes the "premium economy CUV bubble" accompanied by branding that exudes luxury generates strong appeal in the market. While meeting a price point, and lease monthly raises the vulnerability of the product.
In the coming months lets observe the evolution of premium economy in the small CUV segment, supported by strong luxury branding, impacted by vulnerable product, in a hyper competitive life style segment. In addition it will also be interesting to read and hear the myriad of comments from the "automotive intelligentsia".