Luxury for me means a touchscreen that works, a media/navigation system that doesn't make me want to gouge my eyes out, a car that adapts to my preferences at every step of the way, evolves as technology evolves around it and an experience that was deliberately crafted from start to finish.
Luxury for me does not mean fancy stitching, special leather, a mechanical clock on the dashboard for no reason, software that doesn't get updated, exquisite wood grain in random places, lots of knobs, shiny trims, "dealership experience", or 4 years of free oil changes.
I think you'll see the definition of luxury change as our concept of mobility changes. Traditional markers of luxury won't matter anymore and that will leave incumbents who have traditional luxury as their core competence in a weird place.
Luxury for me does not mean fancy stitching, special leather, a mechanical clock on the dashboard for no reason, software that doesn't get updated, exquisite wood grain in random places, lots of knobs, shiny trims, "dealership experience", or 4 years of free oil changes.
I think you'll see the definition of luxury change as our concept of mobility changes. Traditional markers of luxury won't matter anymore and that will leave incumbents who have traditional luxury as their core competence in a weird place.