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),
Personal luxury car . This marketing approach was also used in Japan, where the early 1970s saw the introduction of the Toyota Crown coupe, followed by the coupe versions of the Nissan Cedric and Nissan Gloria, and the Mazda Luce. In the 1980s the Toyota Soarer, Nissan Leopard, Mazda Cosmo, and the Honda Legend were popular with Japanese buyers. Throughout the 1970s American "personal luxury" cars grew ever larger, heavier, and more luxurious. By the early 1980s, however, they were typically equipped with either a V6 or a dramatically detuned V8 engine in order to comply with increasingly strict vehicle emissions standards. In