The Future Of Automotive Luxury–What Changes Are Needed
The premium car industry is facing an unprecedented number and extent of fundamental changes at the moment:
The trend towards immaterialluxury in mature markets, the sustainability trend, new power-train technologies, and new
mobility concepts ask for a review and change of the traditional positioning of premium car brands.
Based on a qualitative research study using expert interviews and focus groups this paper presents an analysis of the change
of luxury and the implications thereof for automotive premium brands.
The results this paper presents support a paradigm change in luxury consumption. Furthermore, the major dilemmas and
fields of action for the manufacturers in this context are identified. Based on the findings conjectures regarding the change of
luxuryand future success factors for automotive premium brands are introduced.
Keywords - Luxury, Premium Automobiles, Marketing, Change, Success Factors.