Car enthusiasts who love luxury cars may be disappointed at this year’s Chengdu Auto Show. Porsche, Bentley, Lamborghini, Rolls-Royce… These once-shining stars have collectively skipped this year’s event!
Are these top-tier brands finally succumbing to the pressure? To be precise, they’re facing unprecedented challenges. The waves of electrification and intelligent technology have reached even the most exclusive luxury brands.
Image/Intelligent cars. Source/Screenshot from “New Energy Outlook” on the Internet
The warmth of handcrafted work is irreplaceable, but change is inevitable. These brands stand at a crossroads.
True luxury isn’t about clinging to tradition; it’s about redefining what luxury means in the new era.
As the wheels of history keep turning, ultra-luxury car brands are undergoing a silent upheaval in the global automotive industry.
Looking back at their glorious past, especially their sales in China, these brands once reached the pinnacle. Rolls-Royce saw a nearly 50% year-on-year increase in China sales in 2021, and China has been its largest global market for years. Bentley sold 15,174 cars globally in 2022, with China contributing over 30% of the total.
Image/Rolls-Royce dealership. Source/Screenshot from “New Energy Outlook” on the Internet
Behind the glory, there are undercurrents. As the automotive industry evolves rapidly, some legendary luxury brands have quietly vanished or been forced to restructure.
For example, after being acquired by Mercedes-Benz, Maybach exists as a sub – brand but has lost its former glory as an independent brand. Hummer transitioned to electric vehicles, bidding farewell to the glory days of the fuel – powered era. In 2017, Koenigsegg left the Chinese mainland market, and in 2022, Acura officially exited the same market…
Image/Hummer electric vehicle. Source/Screenshot from “New Energy Outlook” on the Internet
Moreover, brands like Maserati and Infiniti, though still in the Chinese market, are facing severe challenges, with declining sales and shrinking market shares.
Maserati’s imported car sales in the Chinese market were 4,264 in 2023, a 12% year – on – year drop. From January to August 2024, the total imported sales were 840, a 74% year – on – year decline. Infiniti’s annual sales dropped from 48,000 in 2017 to 4,237 in 2022. Despite a brand – refresh plan in 2023, the results were meager, and only 58 dealerships remain nationwide.
These cases paint a harsh picture of the luxury car market. In the current major transformation of the automotive industry, traditional craftsmanship seems to be the last line of defense for these luxury brands.
Did you know that each Rolls – Royce requires 60 skilled craftsmen and over 800 hours of painstaking work? From body polishing to interior stitching, the value of craftsmanship is evident in every detail, a testament to time and effort.
Bentley still adheres to the century – old leather – sewing technique at its Crewe factory. Each vehicle uses 10 – 14 pieces of carefully selected young bull leather, all cut and sewn by hand.
Image/Handmade work by craftsmen. Source/Screenshot from “New Energy Outlook” on the Internet
Customization is the unique selling point of ultra – luxury brands. Rolls – Royce’s “Bespoke Advanced Customization” can do almost anything: starry ceilings, mini – wine cabinets, special paint jobs… If you can dream it, they can build it. Bentley’s Mulliner customization department allows customers to become “designers.” You can even bring your own materials and have a one – of – a – kind car crafted for you.
Image/Bentley Mulliner customization render. Source/Screenshot from “New Energy Outlook” on the Internet
This kind of experience is unattainable with mass – produced cars. Scarcity guarantees value. Rolls – Royce produces only a few thousand cars a year, and some Lamborghini models are limited to a few hundred units, making them extremely rare and precious.
As the global automotive industry is swept by the wave of electrification, ultra – luxury brands, built on century – old craftsmanship and mechanical aesthetics, stand at a crossroads of “transformation” and “perseverance”: Should they embrace electric technology proactively or hold on to the nostalgia of traditional powertrains? Different brands have given different answers. Behind these decisions lies a response to the trend of the times and a re – exploration of the essence of “luxury.”
Porsche is undoubtedly a pioneer in electrification. Its first all – electric model, the Taycan, has dispelled doubts that electrification would undermine a car’s sporty genes. In 2024, electric models (including all – electric and plug – in hybrids) accounted for over 40% of Porsche’s global sales, far exceeding industry expectations and setting an example for the electrification transformation of ultra – luxury brands.
Image/Porsche Taycan electric car. Source/Screenshot from “New Energy Outlook” on the Internet
Rolls – Royce started its electric journey with a sense of “ritual.” Its first all – electric model, the Spectre, doesn’t focus on extreme performance but on “seamlessly integrating luxury genes with electric technology.” It retains the “Spirit of Ecstasy” hood ornament and hand – crafted interior panels. By optimizing sound – insulation materials, it has upgraded the quietness of the electric motor to an “ultra – luxurious experience that surpasses fuel – powered cars.”
Image/Rolls – Royce Spectre electric car. Source/Screenshot from “New Energy Outlook” on the Internet
Lamborghini has chosen a “strategic approach.” The launch of its all – electric concept car, the Lanzador, signals its goal of full electrification by 2028. This shows its compliance with the trend of the times and allows the brand enough time to refine its electric technology, ensuring that future models will still retain the iconic radical performance of the “Raging Bull.”
Image/Lamborghini Lanzador all – electric concept car. Source/Screenshot from “New Energy Outlook” on the Internet
However, the advancement of electrification can’t avoid the “nostalgia dilemma” of traditional powertrains. In 2024, Bentley announced the end of production of its W12 engine, marking “the end of an era.” This 6.0 – liter twin – turbocharged 12 – cylinder engine was a symbol of “ultimate performance and noble status” for Bentley. Its roar, smooth output, and the precise technology of “one spark plug per cylinder” represented the peak of mechanical aesthetics in the fuel – powered era.
In contrast, Lamborghini’s “last stand” for its V12 naturally aspirated engine is more emotional. The Aventador Ultimae, the last model equipped with this engine, uses the unique sound and linear power of a large – displacement naturally aspirated engine to draw a romantic conclusion to traditional powertrains.
Image/Lamborghini Aventador Ultimae. Source/Screenshot from “New Energy Outlook” on the Internet
Hybrid power, regarded as a “transitional solution,” faces many technical challenges: How to integrate two power systems without increasing the vehicle’s weight? How to smoothly blend the quietness of the electric motor with the roar of the fuel engine? These problems test engineers’ ability to achieve “balance.”
The core change is that electrification is redefining the meaning of “ultra – luxury.”
In the past, the sound and smooth output of large – displacement engines were important symbols of a luxury experience. Now, the quietness of electric motors has become a new competitive edge. The Rolls – Royce Spectre uses active noise – cancellation technology to make the interior almost silent, elevating “quietness” to a new luxury symbol.
Meanwhile, the integration of electric performance and traditional driving experience has become a key area of exploration for brands. Ferrari added a “simulated gear – shifting logic” to its plug – in hybrid model, the SF90 Stradale, allowing drivers to feel the power interruption similar to that of a fuel – powered car. Porsche retained the classic “five – gauge” layout on the Taycan, using digital screens to continue the traditional driving ritual.
From Porsche’s early move to Lamborghini’s strategic layout, from Bentley’s farewell to the W12 to Rolls – Royce’s re – creation of quiet luxury, the electrification decisions of ultra – luxury brands have gone beyond the binary opposition of “transformation” and “perseverance”: Electrification isn’t a negation of tradition but a way to find new expressions of “luxury” in the new era – Only by complying with the trend while retaining the core can a brand survive in the ever – changing market.
The aesthetic differences between traditional millionaires and tech billionaires are becoming more and more obvious, forcing brands to rethink their product strategies. In fact, the customer base of ultra – luxury brands is experiencing a quiet revolution.
The most obvious change is the significant drop in the average age of car owners. In China, the average age has dropped to 35, 20 years younger than in the European and American markets! These young people grew up in the digital age and demand a sense of technology and personalization. The traditional concept of luxury is being redefined.
Image/Proportion of young people buying cars. Source/Easy Car Research Institute
Even more surprisingly, the proportion of female car owners has reached a record high. More and more female entrepreneurs and executives are becoming customers of ultra – luxury brands. Their unique insights into aesthetics and comfort are changing the design language of ultra – luxury cars.
Image/Proportion of male and female car buyers. Source/Automotive Consumer Quantitative Research
The global market is diversifying. Chinese consumers prefer SUVs and long – wheelbase models, emphasizing rear – seat comfort. In contrast, the European and American markets value the driving experience and personalization more. Some customers still love the understated luxury of classic black – and – white color schemes, while others boldly choose eye – catching colors to show their individuality. This diversification forces brands to offer more diverse product lines, and value conflicts are everywhere.
Environmental awareness is also influencing purchasing decisions. Today’s wealthy people not only want luxury but also environmental friendliness. They hope their cars can both showcase their status and reflect their environmental values. This demand is pushing brands to use sustainable materials.
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