We've got two professional incomes that put solidly in the upper middle class. We live in expensive-ish Ann Arbor and have a $2000/mo bill for two kids in daycare, so by the standards of employed university town people we're average, but its still a E36 M3load of money.
We own a '95 Miata, '91 BMW 535i and a $8,000 Accord. I do all my own maintenance and haven't had a car in the shop for something other than an exhaust or alignment in a decade. Total car budget (gas/insurance/repairs/depreciation) is about 5% of our income.
We're incredibly fortunate to have two good jobs now, but we've always tried to live within our means. Having two incomes and one bank account for our entire adult life (from 18 to 33 now) has forced us to rationalize expenditures to each other. Even when our combined income was under $40K/yr, money wasn't something we worried too much about. We bought even cheaper cars (ie, a primary $3500 car and a backup $500 beater), lived in tiny apartments, didn't have a TV, didn't buy new clothes or furniture, etc. We've never had a car loan and still don't have credit cards (just debit cards) and we rent out an apartment in our basement to offset half the $1200 mortgage.
I look at people spending $50K+ on new cars and just can't imagine what they're getting that's worth that money. I can see spending that on a classic that won't depreciate, but a new Audi?
Not a moral judgement. People can do what they want. I just don't understand why people buy the junk they buy. There's big ticket stuff I buy on its merits, but not just because I need new stuff. Maybe it's because I've been downloading TV for years without commercials and don't listen to commercial radio and I avoid the mall like the plague. I'm not being constantly bombarded with advertising designed to make me feel crappy about how old my DVD player is or the fact that my refrigerator is so out of date that it doesn't even make my ice for me and OH MY GOD MY WOOD FLOOR HAS A STAIN ON IT AND OH GOD OH GOD LOOK AT HOW UGLY THAT LAMP IS.

