In all fairness my opening paragraph highlighted that it's a highly discretionary / luxury purchase by direct inference.

Your statement that 8m units were sold followed later by a statement that it would have not sold well in the budget market is also contradictory.

I stand by my claim that the cost is the main issue, because when you're playing a volume sales game in a small market and you're significantly more expensive than the competition, and your product is a purely luxury / discretionary purpose, you're probably screwed up your market segmentation and product placement.