What does luxury mean? We have to define a new standard, probably by having a very simple exterior shape and surfaces with an excellent finish, no styling add-ons, no details that cost and disturb. That can be used inside as well. Pure good materials to creat a feeling like being at home. A new reduced design reduces costs, looks better, is timeless and is much easier to handle.

To design a luxury car cost-effectively while maintaining quality, leveraging modularity & platform sharing to minimize R&D and manufacturing expenses. Use premium materials that offer a high perceived value, focusing on lightweight engineering. Integrate manufacturing feasibility early to streamline production, using CAD and rapid prototyping for quick iterations. Prioritize consumer touchpoints and consistent Visual Brand Language (VBL) for a luxury feel. Partner with proven suppliers, source locally, and utilize VR for efficient testing. Emphasize digital luxury experiences through smart UI/UX. Craft an aspirational brand story aligned with consumer values and leverage influencer collaborations for smart marketing.

Designing a luxury car without overspending requires focusing on perceived value and emotional appeal rather than pure material costs. Use shared platforms and modular designs to reduce expenses while differentiating with premium interiors and advanced features. Premium alternatives (e.g., synthetic leather, lightweight composites) can replicate the feel of high-end materials. Luxury is also driven by exclusivity and customization, creating a sense of uniqueness without large investments. Cutting-edge technology (like digital cockpits enhances the ownership experience at a lower cost. Lean manufacturing ensures top-quality output without excessive prototyping. The key is to evoke luxury through design, technology, and emotional resonance.

The problem lies not in luxury, but in the fundamental complexity of today's car interiors. Extremely high quality standards are paired with a high degree of technology integration. In addition, more and more features are being incorporated that make assembly and serviceability extremely complex. In addition, a high degree of individualised new developments after ever shorter product lifetimes is a cost driver. I pay attention to the use of materials and component separations that minimise known quality problems. I design transitions that are both high-quality and as low-complexity as possible. I choose technologies that are up-to-date or at least easy to update over long periods of time. Last but not least, the design must delight!