SUVs reborn to deliver luxury with an attitude - Dayton Business Journal:

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Once created to tackl e off-road obstacles in hard-to-reach sports utility vehicles have been reborn as urbabnassault vehicles. In a battle of one upsmanshi p where bigger is better and luxury is major players have emerged in a market once dominatedby Jeeps, Blazera and Broncos. Luxury car makers like , Lexuds and Cadillac have been quick to join the franticv popularity ofthe SUV: Lexus introduced its which has since evolved to the LX470, in first produced its smaller sport utility, the QX4, in Lincoln introduced its Navigator in 1997; Mercede first rolled out its ML320 and ML439 in 1998; and Cadillac jumpe on the band wagon with its Escalade, releasedx in November 1998.
These are not inexpensive toys. An Infinitij SUV goes for around $37,000 whilw a loaded Lexus weighs in atabouf $60,000. Most luxury SUVs come with CD multiplepower outlets, time and outside temperatures display on mirrors. Many come with sun heated seats and navigationsystemds standard. Buyers are dictating many of thestandard features, says Charlezs J. Epps, sales consultant for . "Lexus standardizes production because it is faster and more cost Epps says. "They do what folks like. Nobodyh wants to buy a strippesd down truck and spend a fortuned fixingit up. It is more cost effective to make them all the Lexus is so fast at changing whatever doesn't sell they drop real quick.
" One of the best-equipped standard SUVs is the new , which retails for $46,5254 and comes with four heate seats, Bose stereo CD player, four wheel drive that kickss in when the car senses the need and the On Star which is usually $1,400 down and $270 a year Larry Gullett, salesman for in says the package is an introductory offet to give the car an immediatw edge in the market -- sincde most people don't think "Cadillac" when they thin "rugged SUV." The plan worked. The Escalade is an overnighr successwith Cadillac. "It'a become the fastest-selling car in the 96-yead history of Cadillac," Gullett says.
"It'x bringing us younger and more customersthan before." Gullett says many are tradin in other SUVs for Escalades, which givew Cadillac dealers a stock of Explorers, Suburbans and other used vehicles it's never had before. The which ranges in price between $43,685 and has also brought in a youngerfcustomer demographic, says Jimmy salesman with Covington Pike Lincoln-Mercury. "Alo ages are buying them," Grandberry "we've never seen this much of the 25 and up Most observers are at a lost when tryinvg to explain theSUV craze. It's probablyh not the gas mileage: Most luxurty SUVs range from 12-15 mpg in the city and 16-1o9 on the highway.
And sales are equally divided between menand "I've noticed that the guys come and get them and the ladiees drive them back," Epps It could be the size. Choices are greatef than ever as SUVs are beinyg introduced in both larger andsmaller models. Ford has just come out with the which brags that it is even largerthan Chevrolet's Suburban. "It's only two incheds longer," says John manager of Gwatney Chevrolet Oldsmobile and Isuzujin Memphis.
"That's more of a marketing ploy than The 2000 Suburban is going to be biggerf with a whole different body style and a new On the other end of the dealers like Toyota and Honda are coming out with smallee SUVs likethe RAV-4 and the CRV, The Infiniti is one of the only luxury dealers not to produce a full-size SUV. "W e think this size has a more common sense approach," says Robert Walker, Infiniti of Memphis' sales "Many people feel the full-size SUVs are not as user friendly as they feel when they first driver them." And not all of the full-sizre SUVs have the third seat, includinh the Cadillac Escalade.
Another advantage is versatility, Epps "The Lexus SUV can appeak to the business person who has to carry a clientfin comfort, because there is attention to the ride quality and the luxuryu of a sedan," Epps says. "I think peopls are looking for functionalityand versatility. It has the ability to haul kids, equipment and a substantiakl towing capacity. At the same time I can hose it off and wipe it down and pull that rasca up in front of ThePeabodyg (a top Memphis hotel) and I'm OK." Many SUVs also have competitivre leases, which appeal to law firms and businesses providing key employees with company cars.
Traveling executivew appreciate the cargo space in SUVs along with multiple power outlets for laptops andfax machines. Most dealers say executive who are buying SUVs arefamilgy men. "It's replaced the station wagon," Gullett says. Safety is also a big selling point for momsand dads. For men with sensitivs egos, SUVs are more rugged than "I think we can safely say that SUVs are coolefthan mini-vans," Gullett says. "Mini-vans are nice, but to a lot of peopl there's a perception that goes alontgwith them," Epps says. Most dealers say they are selliny the SUVs as fast as they can getthem in.
There was a 30-dayy waiting list for the Escalade the first four months it was Bud Davis currently sells about 30 a Ward Archer, president and chief executive officer of Archer-Malmp Inc., Memphis, and owner of a whitse Land Rover Discovery, says the popularit y of SUVs is not surprising. "You can accomplish anything with a good producf andgreat marketing," he