The idea was that for each stage of a person’s life there was a price range, together with a certain standard of comfort and equipment. This strategy was presented as ‘A car for every purse ‘. Each brand had its target age of consumer, from the cheapest Chevrolet ( for the young and less well off ),through the Pontiac, Oldmobile, Buick , up to the top the range, with the Cadillac (for the old and rich).