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 and obsessive luxury help to convince customers that a Bentley is worth the price" which is at least twice that of a flagship luxury car from BMW or Mercedes-Benz. Although Rolls-Royce and Bentley have traditionally been considered "as a purveyor of boxy British land yachts", newer offerings such as the Bentley Continental Flying Spur and Bentley Continental GT have appealed to younger buyers. Maserati vehicles such as the Maserati Quattroporte have traditionally been priced as ultra-luxury cars, although the new Maserati Ghibli III is intended to compete with high-spec executive cars, such as the Audi S6/S7, BMW 550i and Mercedes-Benz