[addaon]

> Margins eaten away at the premium level - with no hope of clawing them back at the lower cost mass level.

I'm somewhat surprised they don't try to make a car in the luxury segment. There'd be a learning curve -- expectations for comfort, build quality, and functionality are definitely several steps beyond what they've tried before -- but that's where the margins are, and some low-volume high-margin sales can pay for a lot of see-what-sticks-to-the-wall in the econobox market.