It seems that luxury cars these days no longer have the ability to keep their prices fixed at a high point because of some pretty stiff competition between themselves. This article mentions that Bently, a luxury car manufacturer owned by Volkswagen, can no longer continue to ask the astronomically high prices they used to get before there were other competitors in the arena. It seems that there is quite a list to check up on when looking to buy a luxury car which I believe makes this particular market move from a competitive monopoly to a market that resembles a perfectly competitive market.
This article also mentions that offering a lower priced alternative to their own highest priced luxury car opened up a whole new market of consumers whose reservation price for a luxury car were much lower than the incredible $220,000 version they sold before now...good for their management team on that decision.
As for me, I believe my reservation price for a luxury car will never fit the price tag for one of these cars...and you know what, I quite okay with it.