COVER STORY
COVER STORY
As luxury takes various forms , electrification opens the market to various applicants looking to showcase their intricate , digitally enabled masterpieces
here seems to be two sides to the luxury car industry at the moment .
One of these is occupied by those dedicated to preserving the heritage aesthetic and performance in a modernised , electrified format . The other side hosts a whole new breed of innovators that are changing the way vehicles are used altogether — flexing technological prowess and enhancing the user experience through digital means .
This can somewhat create a blurred line right through the definition of luxury as it takes on many forms , and will continue to evolve digitally in decades to come . But , while most are looking to break into the digital vehicle ecosystem there are a few brands looking to maintain their unique aesthetics and heritage traits to avoid becoming just another EV .
This also extends beyond the car as consumers are becoming accustomed to online means of browsing for luxury vehicles , according to McKinsey which states that more than 40 % of luxury vehicle buyers prefer to take a look via the web . When you look at the customer experience from a heritage perspective , less organisations are taking the traditional approach to selling their vehicles , leaving a gap where some businesses still win their customers over with charm .
26 [ June 2023 ] EVMAGAZINE . COM