Luxury vehicle Lincoln (whereas it formerly competed with Mercury) and front-wheel drive Acura and Lexus models, while Cadillac is aimed at the "luxury" segment which generally encompasses the performance-oriented BMW and Mercedes-Benz marques. The premium compact segment is targeted at a niche market of consumers who found the existing entry-level luxury offerings (mostly consisting of compact executive cars - see below) to be too expensive. By offering a smaller, lighter, more fuel-efficient, and less expensive vehicle, premium compacts introduce younger buyers to the luxury marque, in hopes of retaining the coveted customer loyalty. This includes for example the Alfa Romeo Giulietta (940),
Luxury vehicle an export powerhouse during this period, building on success with the Mercedes-Benz brand, later joined by BMW, which now owns Rolls-Royce Motor Cars, and Volkswagen, which now owns Audi, Bentley, and Lamborghini. In the United States luxury market, Cadillac and Lincoln Motor Company had long been the best-selling and second best-selling luxury brands until 1998, when they were overtaken by Japanese and German brands. These cars were not relevant in most export markets; they were tailored to the U.S. market - moderate price point luxury vehicles not constrained by gasoline pricing. The U.S. developed a special vehicle category, the personal