Comment by holowoodman

German cars have always been slightly more expensive, but buyers (internal and export) thought this was a good deal because of higher (perceived) value and quality.

Nowadays quality has become an issue, where you could, back in the day, drive your Mercedes for 500.000km over a 30years lifetime, nowadays you are lucky to make it past the factory warranty. Along with quality, repairability, tuneability and parts availability and prices have worsened significantly. So German cars are no longer a safe bet on longevity and low lifetime cost, which is what drives away export customers as well as German private customers.

The only thing that has so far kept the German car industry afloat is tax subsidies towards German corporate customers: If your employer offers you a car as part of your salary, you only pay monthly taxes on a flat 1% of the sales price of the car, and for that, the employer can freely give you the car, maintenance, fuel for private and company use, all included. While the employer pays cheap company leasing rates and discounted gross fuel prices, and can offset all that whole spending against the company tax bill. So overall a good deal for employer and employee, and a huge boon to the German car industry (because practically all company vehicles have to be some German brand for prestige).

However, nowadays, the full tax deduction is only available for plug-in-hybrid and electric cars, ICE vehicles only get half the deduction. And the plug-in-hybrids will soon be classed down to ICE status. All the while German car makers struggle to offer proper electric cars at acceptable prices. All the while their plug-in-hybrids suffer from poor quality and life expectancy, expensive repairs and therefore expensive insurance and low resale value.

This means that German car makers will continue to lose their last reliable customer base.