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German luxury will soon rub elbows with the upper crust of mainstream vehicle buyers, opening new doors on both sides of the market.

“They could eat into the mass market,” IHS Automotive analyst Rebecca Lindland said to Automotive News. “A $30,000 Mercedes — and they will cap the car at $35,000 — is an incredibly competitive price point, even against the higher-end Honda Accord.”

To some, the lower price could raise questions about whether or not Mercedes risks sullying its name. It’s not something Mercedes USA CEO Steve Cannon is worried about.

More: $30,000 Will be New Luxury Car Sweet Spot on
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