European Stars And Stripes (Newspaper) - April 13, 1989, Darmstadt, Hesse                                Thursday. April 13. 1989 the stars and stripes Page 13 automakers Battle for . Luxury Market  United i Russ   have widely differing opinions about tin future of the luxury car Market in he United Stales. Domestic companies hold a Huish View the Nuro plans adopt a More bearish slate. They agree on some things however. American baby Boomers Are becoming More of flu Mas they mature and they Are Iti Civitia sea Lity into larger More expensive cars.  can carry a mods higher profit Tor autor makers Iha ii Ilo models for inc ma5f.es,. Luxury cars Are considered tint i f the most effective Means of letting others know you be arrived As Uell lulled people say. New japanese entries in the Marvel this fall Wilt create unprecedented Coniti to Iii. " the Ruilt Crevia of opinion interns Hoft Midi the . Luxury ear Market will expand during the Early i Rosand Wlinich Aulne Alicot hand to gain he most in Ste increasingly crowded m genl. 1iu views were highlighted b two car makers at a University Michigan  in Ann Arbor. Mitli., a i Iier this thu nah one was general motors i he nation s Tup car maker  to maintain in comfortable dominance of the Overall . Car mar Ket the other was Weil German car maker Audi which  to restore Vales after enduring a Campaign that pinpointed its 5uoo Model As prone to Unin tended acceleration. Tile luxury ear Market grew frown about  million units or v.7 percent of total . Vehicle sales in 1987. To 1.3 million units or More than 12 percent of inc of tall . Sales total last year said John d. Middle boost a com vice president. Hul number of american made luxury cars do dined from so percent to 55 percent during that time As european car makers like Bow and Mercedes Ben doubled their presence to  3x8.qoq sales Middle took said. Still pm is conf Drill int in can maintain ils leadership in this Market As its Cadillac division has for "10 years. Middlebrook said com exp Ceil the Overall luxury Market i approach  million tars by i j is wild she major growth seen in the $20,Tjoo-i3i,goo segment right where Cadillac is. Lull while Cadillic still but Sells All european brands combined in the slates it has lost its Lusier As the Standard or the world As buyers Husij Nigri blvd to Wari snort prestigious european Marques c Adi Ilac in also competing in a Market liar  inf la is being fragmented by foreign and Domestic car. Makers the arc nibbling at in from Alt ends. Japanese automakers increased their luxury car Salei by More than lev cold during he past decade m sales of 20j.ooo vehicles last year. Honda s Acura division Blaud the Trail for even More expensive models to Bow ibis fait from Toyota and Nissan competing in the $25.000.540,000 Range. A uni Liu waver is no Shon Iii sense weakness. Many  car makers Boc t Cen Breed to move up the Price ladder because of currency shut rats and new Competition. They have spent years ing raining americans with the itt ii Lylial of Uro can is synonymous with Quality enabling them to retain their presence in the Lutralia a . Nark cd by Selling fewer cars Ai higher prices. Years ago inc japanese Embra erd Ihal same ninety Fostir Mink Are porn Vil in the slim lunch track to Furm the la of it mini 2-11" c mini s 30th birthday to be celebrated s1lvekstone, England for Imore than two hours the owners ot"9j mini dipers Nancu Ere i on the Silver one it Reighl not m pc Competition but to form the logo Tor the mint 30" Celebration that to l be  27. The mini Wai first prot diced in iw59, and the mini Cooper Register has planned a party to celebrate the car i30h anniversary the cars them Selvic will any a major role in the All Day party in jul. Anyone who Arne a in a mint pays no admission Fet the schedule that sunday Mclucos performances b daredevil Driver Russ Swift  will be behind the wheel of n mini the cd ii uni team which will jump As motorcycles Over lines of minis and Geoff capes who will be featured in a strongman com petition that substitutes minis for conventional weights to be lifted and pulled. Minis wiil be used in an attempt to set a world record for the longest Chain of Moomi Vilii tics they will be in the spotlight in a magic show. There will be Downs in minis celeb hits lest driving Mijs ant Jim nails Icaline Over minis. There will i e a miss my 30 pageant with enl Slanis in miniskirts and a mini fashion show. Various ii arts Uil set up by the mini Coop or Register and other fan clubs to overcome Itcek Roo i d american perceptions thai their products arc cheaply a car Market. Our research indicia is baby Boomers lire More Likely to adopt the buying habits of their parents rather than retain their smaller cars Middick awk said. Richard Mugg. Chief Csc wive optic or of Audi of America strongly disagreed do you really believe the Yuppie generation is going o re cd a magic age and change i hair values that is the essence of the differ ence Between the Hopes of the domestics and the Hopes of the imports he said Audi predicts the luxury Market will grow by 300,000 cars by 1994 As americans grow wealthier but external pressures like environmental it Mckerns and higher fuel costs May Jimil die Markel Abr luxury cirs Mugg sail especially those with Bigi engines. Pm will suffer mos in the future luxury car Market Ess its share dwindles to below 42 percent by 1994. Mugg predicted adding thai by that time in c japanese. Will hold m percent of the Market up front to percent now. And the europeans share will erode to Al pc Keiit from nearly 30 percent now. The europeans will have no place to  lie said adding that car makers doing business in North Ameri Ca will have 10 get used to the Short design cycles now common among the. Japanese. Marketing will be the deciding Factor As automakers strive to Sharpen their product appear. Mug said. The desire for individualism does not  air bags to be Standard on 13 pm lines Detroit Dpi general motors corp will include to River a Side air bags As Standard equipment on 13 ear lines and optional on two Withers for i 990. Robert a. Rogers omy director of automotive safety announced that the giant automaker expects to build a half million cars equipped with the Salty de vices for 1990. Most of the models to be equipped with1 Drivers Side air hags arc either pm s More expensive cars or bosc that sell in smaller numbers. Pm  say if it would raise base prices to reflect the Jid Dilion of the. Safely devices currently offered As an $850 option on some pm curs the cars were Selea Tei in. To cents of customer  said pm spokesman . Adding hat Liny Price increase would be less of a Factor than on other car lines at other pm cars will have automatic Seal Bells in accordance with a. New fed eral Law thai requires ail cars to be equipped with sonic sort of passive restraint As of nest . _ Kcf ats plans to phase in a passenger Side air bag on some unspecified models in 1990, Simonini said. All truck models will  with a coif shop Der Bells if applicable. Pm cars to be equipped with the Driver Side air bags starting will 1990 Are Truick Reata Ard Riviera Cadillac Al Lan be do Villa Eldorado Fleetwood an Seville Chevrolet Camaro and Corvette Geo metro convertible and storm Olds  Pontiac firebird. Oldi Mobil will continue to offer Dri ver Side air Hies in ils 88 Kowalc and ninety eight Regency cars As an $850 option however cars equipped with the device have accounted Only for u Smail percentage of retail sales. Both Ford motor co. And Chrysler corp. Now offer a selected line of cars with air bags As either Standard or optional equipment several european luxury car makers have offered air bags As Stan Dard equipment for several Sears