Survey Says

New Lexus study reveals what people want, expect from luxury over the next decade

Lexus surveyed over 3,000 Americans to find out what they expect luxury to be like in the next 10 years.

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Lexus wants to know what you expect from the future. What does luxury look like in a decade? Is it sustainable? Filled with refined materials and high-tech solutions? Does it solve life's problems before they pop up? The luxury arm of Toyota has commissioned a survey to ask Americans what they expect.

"From the very beginning, our greatest curiosity hasn't been machines, it's been people," said Lisa Materazzo, vice president of Lexus marketing. "What moves them? What makes them tick? It's the inspiration for everything we do. From the products we craft to the dealership experience, it's what makes us uniquely Lexus."

For the study, Lexus surveyed 3,200 Americans from Gen Z to Baby Boomers. Some information detailed as part of the results below, was gathered from an additional field study commissioned by the automaker on November 4, 2019 among 1,003 Americans aged 18-years old and older.

Most Americans (56%), feel that luxury is better described as a lifestyle of experiences than a collection of belongings.

woman boat island travel luxury

Photo by Getty Images

According to Lexus, "luxury has always been about exceptional quality and, more recently, experiences over possessions. They are the single most inherent features of luxury and are the top "must-haves" for luxury brands, according to the study findings. This trend is projected to continue, as the majority of Americans (73%) believe that identifying luxury with experiences over belongings will be just as, if not more, important in the next decade."

Lexus quote 1

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

A full 86 percent of Americans expect luxury brands to provide exceptional experiences.

Hotel receptionist assisting guest for checking in

Photo by Getty Images

Those surveyed expect luxury brands to be highly responsive to customers' needs, providing expert support and focusing on the details as well as giving a personal touch to service. This personal touch includes knowing the customer's name and preferences and even attention to sensory elements, such as scent, lighting and mood.

Lexus Quote 2

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Nearly three times as many people a will associate luxury with the opportunity for the occasional "digital detox", according to the survey.

High angle view of family using various technologies in living room at home

Photo by Getty Images

Americans love their digital devices continue to feel pressured to be "plugged in" at all times. As the number and sophistication of devices rises, the pressure mounts.

Lexus Quote 3

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

In the future, 93% of respondents expect to see just as much, if not more, features from luxury brands allowing them to make special requests.

Fashion designers working together in their studio

Photo by Getty Images

"I want it my way." Americans are able to customize their lifestyle more now than at any other time in history. They don't want that trend to reverse. More than half of the survey respondents (51%) are hoping to see additional tools and innovation supporting ways to customize their online luxury orders.

Lexus Quote 4

Photo courtesy of Toyota Motor Sales, U.S.A., Inc.

Environmentally friendly manufacturing and messaging are important trends that Americans hope will continue in the next decade. 

Close-up of businessman holding recycable takeaway coffee cup

Photo by Getty Images

According to Lexus, "Most Americans expect luxury brands to have environmentally friendly manufacturing processes (81%). More than seven in 10 also believe luxury brands should act like leaders on issues surrounding sustainability (71%). And, they are open to innovative materials to help satisfy their demand for more sustainable manufacturing practices. In fact, nearly half (48%) look to see more original materials like faux leather and lab-grown diamonds in the future."

Ford also studies trends and each year releases their Ford Trend Report. One of the key findings of that global survey is that over one-third of respondents have no interest in owning an electric vehicle.

Trending News

Nuts & Bolts

 
 

The Continental GT Mulliner is Bentley's newest high-end offering.

Photo courtesy of Bentley Motors
The Continental GT Mulliner has been added to the Bentley stable joining other models that represent the finest the super-luxury brand has to offer. The Mulliner brand offers buyers a wider variety of customization than the traditional Bentley lineup of vehicles.

The new model features a 'Double Diamond' matrix grille at the front, complimented by matching front fender vents at the sides that feature black and silver design with chromed Mulliner branding. Satin Silver mirror caps with Mulliner Welcome Lamps beneath, and illuminated outer door sills with Mulliner text take residence on the side of the vehicle.

Bentley Continental GT Mulliner 

Photo courtesy of Bentley Motors

Bentley has given the model 22-inch Mulliner wheels with a painted and polished finish. The centre badge of each wheel is self-leveling, keeping its Bentley logo upright at all times.

The cabin of the Continental GT is already plush but the Mulliner brand touch takes the level of sophistication and refinement up a notch. The color split in the cabin is exclusive to the car, with a new combination of primary and secondary hide joined by a third color through a flowing design line.

Mulliner proposes eight different three-color combinations for order, using Bentley's palette of hides and threads to create a contrast throughout the cabin. "Diamond in Diamond" quilting to the seats, doors trims, and rear quarter panels are standard. The quilting consists of nearly 400,000 stitches with each diamond containing 712 stitches.

Each seat in the car is finished with an embroidered Mulliner logo. The floor mats are edged with micro-piping to match the rest of the color theme of the interior. The roof of the cabin is trimmed along its full length with indented hide, or smooth hide to match the seat backs if a buyer chooses the fixed glass roof instead.

The center console is made of a diamond milled technical finish that is flanked by Grand Black walnut veneer and chrome overlays. At the center is a Breitling clock. The passenger side fascia is finished with a silhouette of the car's exterior profile and the Mulliner logo.

The interior appointments can be personalized further with a range of 88 contemporary, colorized veneer finishes that can be matched to the interior or exterior of the car. Burr walnut veneer is hand sanded and polished to produce a perfectly smooth finish before painting to match the colour of the customer's choice. Once dry, the veneer is polished to achieve a mirror-like finish.

Buyers are able to choose whether their Bentley model is powered by a 6.0-liter W12 engine or a 4.0-liter V8. The 12-cylinder gets 626 brake horsepower and the V8 achieves 542 brake horsepower. Both engines come standard with 48-volt active anti-roll technology.

Orders for both coupe and convertible versions of the Continental GT Mulliner will be taken starting in October. The first deliveries begin early next year.

Trending News

 
 

Two new lifestyle products carry the Bentley name and deliver in-car audio experiences to out-the-vehicle time.

Photo courtesy of Bentley Motors
A long-standing collaboration has resulted in two new audio system products. A Naim for Bentley Mu-so Special Edition wireless speaker for the home and the new Focal for Bentley Radiance headphones bring the high-quality sound of a Bentley vehicle audio system outside the vehicle.

"Bentley and Naim are celebrating the 12th year of a successful partnership founded on unrivalled quality and a passion to create the ultimate customer experience. The world's most powerful in-car sound system available in the market heightens Bentley's extraordinary drive with music that speaks to the heart. The new Mu-so system extends that experience and enjoyment from our cars to the home, delivering peerless sound performance and enhancing the lifestyle of Bentley's discerning customers," said Chris Craft, Bentley Member of the Board for Sales and Marketing.

Bentley Naim Focal audio The headphones will set you back £1,199 .Photo courtesy of Bentley Motors

Both products are distinctively Bentley in style and feature interior and exterior styling aspects of a number of Bentley vehicles including the Bentley Mulliner Bacalar and EXP 100 GT. The products both have a recurring lattice pattern that is inspired by the diamond shapes of Bentley's seat quilting.

Bentley Motors and Naim Audio have been associated since 2008. Their teams work together to optimize vehicle and audio system design to deliver a high-quality experience for owners. The new Radiance headphones are the debut collaboration between Bentley and Focal.

"Bentley, Naim and Focal share an enthusiasm for innovation, dedication to engineering excellence and a true passion that drives our respective areas of expertise. There is also a collective desire to honour proudly held heritage principles, blending them with cutting-edge technologies to define new benchmarks in premium performance and customer experience," says Charlie Henderson, Managing Director of Naim Audio.

Bentley Naim Focal audio The subtle speaker design has design characteristics that are synonymous with the Bentley brand.Photo courtesy of Bentley Motors

The Naim for Bentley Mu-so Special Edition can be pre-ordered now via shop.bentleymotors.com for £1,799 the Focal for Bentley Radiance headphones can be pre-ordered for £1,199. Orders for both are expected to be fulfilled in the second-half of October.

Trending News