The US consumer looking for a $24k 110hp car with cloth seats is not walking onto a Mercedes lot. Mercedes and BMW have always been luxury here, and for a long time there was a price premium simply for the exchange rate and tariffs. It would take a lot of advertising to make Mercedes a middle market brand and it would hurt their luxury image. Considering the number of not wealthy people I see financing or leasing “aspirational” cars like E-class Mercedes or BMW X-series, this isn’t really hurting the breadth of their market.