I have heard this said quite a lot and it simply isn't true. If price bears no relation to sales then why not double the price? Consumers are targeted within price bands and premiums at various levels are seen a value and worth the extra but lifting prices reduces potential consumers as the numbers able to pay the increased premium is reduced and other premium products begin to look better value.
The price might not be the sole factor but it is high on the list of criteria and if BMW raised its prices by 20% they would lose business.
Hmm I am not sure with that kind of market segment. Btw BMW is far from the top so maybe that's the source of the confusion.
Nevertheless, there's no point for those companies to raise prices by 20% right now, what they have to create is a steady uptick every year to:
1/ Increase their revenue incrementally for their income statements
2/ Create the feeling that each year missed for their items is going to translate into a higher price next year, i.e. a sense of urgency
The typical examples are Chanel or even better, Hermes.
Each year, the prices just go up.
And just like compound interests, it can be massive over the years.
There are some limits too, for example, look at the luxurious watch segments.
I saw IWC having continuous discounts worldwide for 2 consecutive years now.
It probably tells us that they have reached a ceiling and in order to move to an upper tier, they need to find something new to propose.
I don't know for sure if BMW or Mercedes would have an immediate hit with a +20% tariff in the UK, but chances are that they will be fine.
Why? Because human beings are unfortunately very much focused on the perceived image.
And if the prices of those cars go up but you still bought one, it would mean that you are doing well, and you would show it to others.
Granted, they might be more into Porsche at least rather than BMW or Mercedes at this point, if we're talking German cars.
Or into Italian cars.
I would say Aston Martin is a pretty good choice too in this case

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