Editorial: Luxury car makers could be even better

Luxury is a very subjective term these days. It gets bandied about with near reckless abandon, applied to everything from pet supplies to apartment rentals to fancy cars. When it comes to cars, the mainstream manufacturers are moving ever increasingly upmarket, adding features that were traditionally the distinct purview of luxury car makers, blurring the lines ever more. In fact, companies such as Hyundai have taken the entire market and turned it one its head, offering the Hyundai Equus, a V8-powered RWD long-wheelbase luxury sedan with features that were once only found on chauffeur-driven cars such as Rolls Royces or the upper end of the Mercedes S-class range. So with the definition of a luxury car becoming increasingly unclear, what are some things that luxury manufacturers can do to differentiate themselves from the riff-raff and justify the extra expense?

Here are a few ideas that I believe luxury manufacturers must do in order to maintain their standing and brand equity in the luxury marketplace and keep themselves from being overtaken by the invasion of mainstream manufacturers into their space.