I really have no idea about this segment, but do buyers of giant SUV / CUVs really purchase stripped down base models with steelies and hubcaps in any great numbers?
No, they do not. Atlas Trendline runs <3% mix. The vast majority of transactions in this segment are >$50K. Typically, over 75% of Atlases transact above $55K, with over half cracking the $60K barrier considering D&D and fees. Hyundai transacts similarly high mixes on Palisade.
That's really interesting. Not sure about this segment in particular, but I bet in Canada the availability of AWD on upper trims likely contributes to this?
That's a good point.
I think you would have to look at Subaru, or any other manufacturer where AWD is standard on the base model to get a good idea of take rates minus the impact AWD has on sales. Too bad Subaru's Ascent isn't really competitive with the others.
I see a lot of base and lower trim Ascents around these parts....obvious from the small wheels...but we are a high volume Subaru province, so this might not hold true elsewhere. I bet the Ascent outsells all the other 3-row SUV other than the Pilot around here. Hardly see any Tellurides or current gen Highlanders.
Ascent is the exception, but not super applicable as it sells in pretty small volumes compared to the segment leaders (Highlander, domestics, Atlas, Pilot, and the Korean brands - more or less in that order).
Re: AWD, bit of a red herring - there are virtually no FWD intermediate SUVs sold. Like, 1% mix or less. Most brands, us included, don't even offer FWD anymore even in the Compact segment. In its last year with FWD, Tiguan sold a blistering 0.6% mix of FWD. Not a typo.
Simple fact is that when people stretch into this segment, by and large, they tend to buy mid-trim or up.