So long Mr and Mrs. Jones

The days of trying to one-up your neighbors may be going away, at least when it comes to cars, according to some local car dealers and published reports. Not surprisingly, you're likely to see some of the top brands start shifting their advertising message away from luxury and more towards safety, performance and technology.
With the economy being what it is, there is a growing segment of car buyers who can afford high-end luxury vehicles but who don't want to appear inconsiderate of others who are struggling. Business owners who have to let go some of their employees, for example, may feel more comfortable driving an E-Class Mercedes rather than an S-Class or an ES Lexus, rather than an IS.
According to the Automotive News, the number of luxury car buyers who are "downscaling" is on the rise and the economy is probably the driving force. There are, of course, other factors at work here, including gas prices. But this is also very much about appearances and about not wanting to showoff at a time when others are suffering.
Some of the dealers in South Florida are already seeing it and some say it is benefiting them. Talk to a few Hyundai dealers and they'll tell you that the demand for the Genesis is just as hot as ever. And those who had were displaying the 2011 Equus, a luxury car that will be in the $60,000 range when it appears in the US market late next year, say they see this as taking on the big guys.
That said, you can still expect to see a lot of South Florida residents continuing to buy the luxury brands.