Nissan later added Infiniti as an upscale brand in the U.S., where it has had modest success.

WSJ: Nissan May Revive Datsun

Tyler Hays is the founder of the upscale brand BDDW, whose Philadelphia woodworkers and metalsmiths pair muscular wood elements with wabi-sabi bronze pedestals and casework.

WSJ: The New American Minimalism

Those looking to the pre-owned market for a less expensive way to obtain upscale brand cachet often find themselves paying dearly for the privilege in terms of steeper repair bills.

MSN: Used-car clunkers to avoid

Sales of the company's upscale Lexus brand more than doubled to 3, 456.

WSJ: Japanese Auto Sales Climb 92%

Chrysler's 1998 Chronos concept signaled Chrysler's intent to try to move its brand upscale.

FORBES: 2010 Detroit Auto Show

The newfound synergy poses a marketing dilemma as the company tries to push the Chrysler brand upscale.

FORBES: German Touch

Burberry fought back, cracking down on knock-offs while moving the brand even more upscale.

CNN: Burberry's new face: Romeo trends it like Beckham

Upscale men have no shortage of brand courtiers, and Audi, Ralph Lauren and Patron have each paid for such posts.

FORBES: Ed Burns And The Humble Power Of Email Newsletters

So Krafcik insists his strategy will remain to elevate the upscale bona fides of the existing brand rather than to launch another marque.

FORBES: Hyundai's Crafty John Krafcik And His Last Major Challenge

These may include the sale of brand new luxury homes in an upscale Nashville community for half their marked value or a bank giving away a foreclosed property in a poor Detroit neighborhood for back maintenance.

FORBES: Magazine Article

The LA Live complex is now home to a brand new Ritz-Carlton and a JW Marriott, as well as upscale, showy restaurant brands like Wolfgang Puck.

BBC: Business trip: Los Angeles