I think it's a strategy that will work well... people think premium and automatically think expensive, when the price may be cheaper than their think.

http://theage.drive.com.au/motor-new...731-23bch.html

But at the end of the day, it's pricing that will determine whether or not you get sales, the previous Astra's were affordable and cheaper than say a Golf which is more 'premium' even though they share the same segment.

Re: Fixed Priced Servicing, that was something I mentioned that may convert some buyers of Asian cars who are rightly or wrongly concerned about the running cost of european buyers. A step in the right direction.