While the democratization of technology causes the price of mainstream cars rise, it appears that Germany’s heavy hitters are intent on reaching downmarket to grab aspirational Gen Yers looking for cheap lease deals. Witness the new 2013 BMW 320i, which shaves $4,300 off the opening bid for a BMW 328i and comes in at just $33,445 including the destination charge.
Why is the 320i necessary? Cadillac is winning awards for its new 2013 ATS, which starts at $33,095, and which is widely touted as BMW’s closest dynamic rival in the entry-luxury class. For 2014, the low-$$$, prestige-brand class grows with the additions of the new sedan version of the Audi A3, the redesigned Lexus IS 250, and the new Mercedes-Benz CLA250, which join the Acura TSX and the Volvo S60 as attractively priced luxury cars.
Clearly, BMW doesn’t want to miss out on any of the fun.