The definition of a luxury car is not set in stone. We all know what a convertible is, for example, but a luxury car is constantly evolving. A luxury car is about an increased level of comfort, performance and a mix of popular-right-now attributes which increase your well-being or status.
For a long time, then needed to be large, but these days not so much. There is a whole sub-category of luxury sports brands for instance. Increasingly luxury is coming into the world of SUVs, coupes as well as compact luxury and mid-size luxury.
What often leaps to mind is the brands that make exclusively luxury cars, but we do get luxury models from makers who are better known for their everyday cars. Ford, as an example is best known for their trucks, but they make Lincoln and a few other pricey lines. (To be fair, most of their luxury cars are concept cars or collaborations with other automakers.)
One challenge for Luxury only automakers is that they may face a takeover from another company, Bentley is now owned by VW and BMW now owns Rolls Royce.
New Class of Luxury SUVs: (Yes its Oxymoronic)
There’s even a Rolls Royce SUV which is due to enter the market. Why do we call it an Oxymoron? Well the idea of a luxury vehicle and a “go off road” vehicle just clashes in the mind. If it doesn’t in your mind, please comment on this post and let us know we got it wrong.
The SUV is designed to deal with any terrain in a bold new look. They don’t like the term “SUV” preferring to call it a full-bodied car. It was rumored to be based on a BMW X7 platform.
When Luxury Just Doesn’t Say Enough:
There are also ultra-luxury cars. Many potential customers are young and do not like the old style. Even Rolls Royce are shifting the focus from 60 year old’s to 40 year old’s and looking at an improved interior.
The Rolls Royce Wraith is an ultimate grand tourer not to be confused with the 1938 model with the same name. It has the hardtop design, which is more expensive than the sedan, and all the side windows can roll down.
The Rolls Royce Ghost, named in honor of the Silver Ghost, has the Ghost Extended Wheelbase. It’s designed to be more “realistic” – so more defined than the Phantom at a lower price.
The 2022 Bentley Continental is all about power and handling having air suspension by three-chamber all-wheel drive. It has a series of modes: Bentley, Comfort, Sport and Dynamic. Another selling point is the carbon ceramic brakes. It also has a darkened grille on its hood.
A Luxury Hybrid or EV?
The Mercedes C is defined as a “mild hybrid” having 48V of power as well as having four cylinders. It can rely on a battery pack or plug in as it’s a hybrid. It’s power reaches 25.4kwH, one of the most powerful plug-ins on the market. The interior has been recently updated, now the focus is the touchscreen on the central console.
Jaguar is looking at becoming an electric vehicle only brand, but only after 2025. They also have plans to become net zero in 2039 but this may be somewhat optimistic.
Having to wait four years for an electric model might be considered a strange business dynamic but on the plus side there will be six different variants to choose from.
Apart from being electric it remains to see the features of these Jaguar cars. As this is slightly in the future it’s a waiting game.
Ultimately What is a Luxury Car?
It seems that even ultra-luxury cars have to move with the times as luxury needn’t be looking back to a golden age. Sometimes it’s just about getting a modern appearance but with noticeable extras—sometimes it’s just about price.