Leather, wood, a big engine and lots of chrome. Those have been the traditional signatures of a luxury car. But what happens when you can add those same features to an entry-level sedan? That’s a question high-line brands have been struggling to deal with as they face increasing competition from more mainstream manufacturers.
That new reality is forcing luxury marques to shift focus a bit. You’ll still find massaging leather seats on a Mercedes-Benz S-Class, open-pore wood on a BMW 7-Series, and a choice of high-performance engines for your next Audi. But you’re likely also to find a variety of new features and services designed, among other things, to simplify and speed up the car buying and service processes.
“Because so many things that used to be considered luxury are now available across the line, the only way to differentiate yourself as a luxury manufacturer is to make the total ownership experience painless and seamless,” said Joe Phillippi, senior analyst with AutoTrends Consulting.