Hi Audax, yes, that's what it's all about - perception. People aspire to own something they
believe is better when in many cases - not all, true - it isn't. Which is one reason why I believe most of the cars with the badge delete option exercised are bottom of the range. And why so many 1.9/2.0 diesel A4 drivers think they can outrun my 2.3t 9-5.
I agree about the Mondeo/BMW, I was just using those as comparisons. If they're compared either on a similar price basis or engine output basis then the Mondeo is usually the better choice - you get more bang for your buck, and similar quality too. Where BMW/Audi win is higher up the range. I agree there's something about a 330d badge, and bettered only by 335d - or 535d. And when they can say their top of the range is the M3 or M5, then, well, no contest for Ford/Vauxhall etc.
I believe that if GM had invested in Saab from the outset then we would now be seeing a strong competitor for the German brands instead of raking over the ashes. There was a risk of VW going under in the 70s when it was struggling to replace the Beetle, (I used to read the FT then
) and look where VW and its subsidiaries are now after some serious long-term investment.
(As for recent comparisons between ten year old cars, and ones aimed at different customers, I don't see any relevance. The build quality of cars today by Ford/Vauxhall etc are in a different league from their predecessors.)