With prices for the new SL roadster expected to start at well over $100,000, Mercedes-Benz decides to embrace the obvious and adopts the slogan "Cars for the 1%." Not to be outdone in appealing to upscale buyers, BMW moves its U.S. headquarters from New Jersey to Greenwich, while Audi introduces specialty editions co-branded with Rolex, Hermes, and Louis Vuitton.
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