VIP Club, ADAS system and on-demand back massage - 5 key trends in premium motoring

Once upon a time, the definition of a luxury car was as simple as a wire: a powerful engine that roars loudly, and inside leather and wood. Those times are gone forever. Today, what true prestige on wheels is is determined by completely new rules. We looked at trends in premium motoring.

McKinsey analysts, the guys who professionally predict the future, confirm: the premium car market is undergoing a revolution. If manufacturers want their cars to be objects of desire, they have to offer something more than power and comfort. Here are the key directions that shape modern luxury cars .

Remember that thrill of hearing a V8? It was fun, but it's a thing of the past. The real symbol of power now is the luxury electric car . Yes, we know that Very Important Clients (VICs) are ambivalent about them, but this revolution has already begun and it will be hard to stop.

Electric cars offer something that internal combustion engines can't: catapult instead of acceleration and absolute silence in the cabin. The ability to silently leave everyone behind at the lights is a new kind of power.

Jaguar Type 00 / Press Materials

Modern luxury cars are increasingly resembling personal assistants. An intelligent interior is now the standard. The car learns that you listen to podcasts in the morning and that you need a back massage and relaxing music in the evening. The digital cockpit is no longer just a display, it's a command center that looks after your mood. This personalization is a bit like magic (and a bit like a helpful stalker).

Mercedes Vision V interior / press materials

Money comes and goes, but time won't be given back. That's why autonomous driving is becoming one of the greatest objects of desire. Handing over the steering wheel to a machine in a traffic jam or on a boring highway is the definition of luxury in the 21st century. These are minutes (and sometimes hours) regained, which you can spend on whatever you want. ADAS systems (advanced driver assistance systems) are no longer a curiosity, but a necessity.

Mercedes-Benz x Belmond Vision Pullman Express / press materials

Do you think you spend a ton of money on a car and that's it? No way, that's just the beginning. When you buy a premium car , you buy a ticket to an exclusive club. Brands take care of their customers by offering them unique premium experiences : invitations to closed events, concierge services, dedicated applications. Today, the brand ecosystem is as important as the product itself.

Porsche Credit Card / Press Kit

It's a trend that may hurt, but it's inevitable. Automotive subscriptions are coming. Want a heated steering wheel in the winter? Activate the feature in the app for a monthly fee. Need a sports mode for the weekend? Turn it on for 48 hours. Features on Demand (FOD) will make cars more flexible than ever, and we'll be paying for extras like we're paying for Netflix.

Simply put, the future of luxury motoring is not about things you can touch, but about intelligent services and experiences that save you time and make you feel fully cared for.

Rolls-Royce 103EX Concept / press materials