The year is 2025 and the luxury brands are becoming increasingly concerned that their once-hallowed image is losing its shine. Customers are simply caring less and less about who makes the vehicle they travel in, according to marketing polls.
The rot started with electric cars and deepened with autonomy, brand experts believe. Luxury in cars used to be experienced on a far more personal level: the woffle of a V-8, the reassuring heft of a well-weighted steering rack, the dry caress of leather under the hand. The sum of all this inspired the feeling of superiority that encouraged customers to pay more.