Apparently, the pretty-rich are beating the super-rich by three to one. According to the head of development at BMW, Rolls-Royce will enter the lucrative $150,000 luxury-car market, confirming a five-year plan to develop a downmarket model. Considering the company's Phantom sells in the $300,000 range, a new model would cost around significantly less, likely around $150,000 — similar in price to a Bentley Continental. Rolls needs a car in that range, which has become a new sweet spot for ultra-luxury vehicles — Bentley as well as Aston Martin and upper-range Mercedes-Benz models — considering sales of the Phantom are around two-thirds of the 1,000 vehicles the company had projected.
Jalopnik Reviews: 2006 Bentley Continental Flying Spur, Part 1 [internal]