Rising vehicle prices, maintenance expenses and insurance costs have put some car models out of reach for the middle class, particularly those from luxury brands. According to Kelley Blue Book, the average transaction price (ATP) for an entry-level luxury car is $56,342, while high-end luxury models average $117,557 — more than double the ATP for a new vehicle, which stands at $48,699.
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Sure, the allure of a sleek sports car or a prestigious brand is undeniable. But for many middle-class buyers — defined as households earning between roughly $51,558 and $154,590, based on the current median income of $77,345 — these vehicles often fall outside the realm of affordability.
If you’re shopping for a high-end vehicle on a middle-class budget, these four luxury car brands could be beyond your price range.
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BMW
One of the biggest names in the ultra-luxury game, BMW, is well known to have upper-class buyers. As many money experts recommend spending no more than 20% of post-tax monthly income on a car payment, this could put this caliber of German engineering outside the scope of the middle-class paycheck. Here are some example MSRPs for popular BMW models:
2025 BMW X3: $51,125 to $65,875
2025 BMW Z4: $55,675 to $71,125
2025 BMW M5: $123,275
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Porsche
Speaking of luxury car brands the middle class can’t afford, Porsche is usually out of the realm of financial possibility. Known for sleek designs on everything from fast sports cars to sophisticated luxury electric SUVs, Porsche comes with a pretty price tag. Here are some example MSRPs for popular Porsche models:
2025 Porsche Macan EV: $79,995 to $111,095
2025 Porsche 911: $122,095 to $187,995
2025 Porsche Taycan: $101,395 to $231,995
Mercedes
When it comes to just how much of a performance automobile the middle class can afford, Mercedes-Benz doesn’t tend to fall under the category of “smart buy.” With imported parts driving up the cost of maintenance or repairs, not to mention the high starting cost, anything in the Mercedes line can wreak havoc on your monthly budget. Here are some MSRPs that will make you say, “Ouch.”
2025 Mercedes-Maybach EQS SUV: $181,050 to $206,050
2025 Mercedes-AMG C63: $87,200 to $89,250
2025 Mercedes-Benz EQE: $76,050 to $95,000
Audi
It’s estimated that the middle class normally goes for cars in the $20,000 to 80,000 range. So, that tends to rule out the extravagant luxury car designs of many Audi models. Here are some example MSRPs for Audis that middle-class people should avoid:
2025 Audi RS3: $64,695
2025 Audi A8: $93,295
2025 Audi RS7: $131,195
Final Take To GO: Why Can’t the Middle Class Afford Luxury Car Brands?
It’s not just the car’s sticker price that makes certain luxury brands unaffordable. Two main factors have pushed them out of reach for middle-class earners: tech advancements and maintenance costs.
Luxury SUVs and cars come with high performance and elite upgrades, but at what cost? Brands like BMW, Mercedes and Porsche have advanced infotainment systems and hybrid powertrains, which drive up the initial cost of ownership.
When you factor in maintenance expenses for these brands, especially with tariffs packing a financial punch, it becomes a big issue for anyone’s budget. Specialized parts are needed for proper servicing and factory-trained experts are required to perform the repairs, which is a lot out of pocket for your average middle-class consumer.
Josephine Nesbit contributed to the reporting of this article.
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This article originally appeared on GOBankingRates.com: 4 Luxury Car Brands the Middle Class Can’t Afford Anymore
