COVER STORY
COVER STORY
THE FUTURISTIC ELEMENTS OF LUXURY
We can think of the new era as digital luxury . Many of the tech-enabled features that we see today will cost even less to install in years to come and the mainstream idea of luxury will hinge on the digital capabilities of a vehicle .
For these vehicles , including the HiPhi X from the fast-moving Chinese EV brand , the differentiation comes from technology and the digitally-enabled functions that drivers experience . To understand where the industry needs to go , it ’ s important to recognise some of the features found in the premium market , such as digitally-enabled dashboards , connectivity and other comfort functions .
It seems the line between luxury and premium in the digital space hinges on the uniqueness of vehicle design and the digital capabilities afforded by customers . HiPhi ’ s design is a great example of how unique styling can be leveraged , such as ‘ gullwing ’ and rear-opening doors — mimicking the Rolls-Royce experience — and the car ’ s ability to adjust the cockpit or passenger experience to suit those using the vehicle .
While it ’ s certain that technology has a role to play in providing a luxury automotive experience , luxury is still very much down to interpretation as drivers ’ needs develop over time . While the majority of luxury cars users are open to more sustainable options , the real change for OEMs is understanding what qualities are necessary in their markets . Are they a performance-enthused classic car lover or do they desire digitally enabled comfort ?
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