Everyone sees the affordability pressure. They're missing the real threat. The obvious takeaway from the latest McKinsey mobility survey is that buyers are delaying purchases (43%) and downsizing (35%). The knee-jerk reaction for a dealer is to stock cheaper models and brace for a race to the bottom on price. This is a trap. The same survey shows that buyers care more about technology than brand prestige. One in four will jump to a competitor for better ADAS and software features. Affordability pressure isn't creating a market for cheap, stripped-down cars. It's creating a market for high-value cars. Value is no longer just about the initial price. It's about the entire experience. A $45,000 vehicle with a brilliant, intuitive tech suite feels like a better 'deal' than a $42,000 car with a clunky, frustrating interface. The danger isn't just losing a sale over a few hundred dollars. The real danger is losing the customer to a brand that provides a better technology experience. Are you ...