Experience Luxury

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Defining Luxury
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Luxury vehicle is a marketing term for a vehicle
that provides luxury pleasant or desirable
features beyond strict necessity at increased
expense (see definition of luxury). The term
suggests a vehicle with greater equipment,
performance, construction precision, comfort,
design ingenuity, technological innovation, or
features that convey brand image, cachet, status,
or prestigeor any other discretionary feature or
combination of features. The term may be applied
to any vehicle typefrom minivan to convertible,
crossover or sport utility vehicle and to any
size vehicle, from small to largein any price
range. Though widely used, the term is broad and
highly variable "What is a luxury car to some...
may be 'ordinary' to others."
New Luxury n a holistic experience time to
enjoy life pure, simple and minimal environment
emotional connection touching all the senses.
Luxury is not ostentation. Its not accumulation.
Its about being genuine with the provenance of
things
Defining Luxury
the ultimate luxury is to be able to live beyond
death, and that by collecting items that elevate
our status in society it helps us to
unconsciously create a legacy.
Traditional luxury n sumptuous living or
equipment great ease or comfort rich
surroundings. Something desirable but costly or
hard to get. Something adding to pleasure or
comfort but not absolutely necessary.
The experience of luxury is packaged within a
combination of numerous attributes. Its the way
your presented or taken care of, the way that you
are invited or welcomed, the focus to your
sensory needs. All of these working together are
the ingredients to creating a luxury experience
a LUXURY car isn't about a litany of criteria
ticked off on a list, it's about intangible
qualities that can't be quantified. You can't put
a number on the smell of Connolly hides, or the
texture of Jaguar's famous wool carpeting. You
can't "rate" the craftsmanship of hand-hewn
wooden interior bits.
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Luxury is

• Exclusive
• Superior
• Special

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Consumer Motivations for Luxury Spending
Luxury is Performance goes beyond meeting my
needs Luxury is a Reward earned through hard
work and success Luxury is Indulgence desires
I can afford to fulfill
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Luxury is becoming a broader category

• Traditional Luxury
• New Luxury
• Democratizing of Luxury
• Other Cultural Effects

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Traditional Luxury
Traditional luxury Status and Prestige Very
Exclusive Brand Rich surroundings Competition Valu
e of Things Inward focus More money Regional
Culture
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New Luxury
New luxury Better quality of life Democratized
Personalized Minimalist Inner growth
Connections Value of Experiences More socially
responsible More time Global Culture
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These categories appear divergent

• Traditional luxury
• Status and Prestige
• Very Exclusive
• Brand
• Rich surroundings
• Competition
• Value of Things
• Inward focus
• More money
• Regional Culture

New luxury Better quality of life Democratized
Personalized Minimalist Inner growth
Connections Value of Experiences More socially
responsible More time Global Culture
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but contain quite a bit of overlap
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New Luxury Democratization
prestige products--which are pricey but not
exclusive
Traditional Premium Buyers are seeking
alternatives
Middle-market consumers selectively trading up
to higher levels of quality, taste, and
aspiration. The luxury brand is stretching over
a broader price range to respond to the middle
class consumers desire to get a taste of luxury
in their car.
Sources bcg.com (Trading Up The New Luxury and
Why We need It)
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New Luxury Democratization

• A taste of luxury is expected by all consumers.
• Materials, colors and craftsmanship, and
  attention to detail are more important than ever.
• Branded products and products with distinct
  personality that respond to emotional as well as
  economic and practical needs.

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New Luxury Personalization
Personal approach to needs and desires. The
consumer feels they are above the common standard.
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New Luxury Eco- Friendly

• Ethical correctness
• Health wellness
• Making a visible statement
• Authenticity
• I do my share
• Less guilt

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Designing Luxury
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What are the attributes that go beyond just the
traditional application of wood leather and
contribute to the experience of luxury?
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The experience of Luxury
There is no bill of materials recipe that
ultimately brings us to experience luxury. So
many intangible qualities contribute to that
overall feeling we attribute to luxury vehicle
interiors.
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There are numerous attributes that work in
combination with one another to create the
experience of Luxury

• The relationships of objects and people within
  space contribute to the experience of Luxury
• The transformation of an ambient environment,
  through lighting as one example
• The combination of materials and their placement
• Sensory triggers both cognitive and physical are
  attributes of luxury

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Re3 Rethink-Renew-Respond Deep dive example in
the New Luxury Segment
down-size the vehicle not the
features Consumers today demand smaller cars
which are more fuel-efficient and eco-friendly,
without compromising features and a premium feel.
A key goal of the re3 was to offer more room in
less space, more amenities in a value-priced
segment, and more fuel-efficiency in a vehicle
with an appealing personality.
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New Luxury Democratization
Design cues More Room in Less Space More
Amenities Value Priced
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New Luxury Personalized
Design cue Reconfigurable HMI
extended cluster Providing compelling HMI in
vehicles is a price of entry in todays market.
With that in mind Johnson Controls leveraged the
expertise of our Human Machine Interaction groups
at several of our global campuses for the
development of the re3. The extended cluster is
an example of that work. It frees up the space
required in the traditional center stack for
extra instrument panel storage and brings
controls right to the drivers fingertips with a
touch capacitive display. This is complimented by
a meticulously designed interface that keeps
driver distraction to a minimum.
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New Luxury Personalized
Design cue Reconfigurable Environment
rear seats The combination of the PHEVs smaller
fuel tank and our stadium slim style rear seat,
which flips and folds, allows for new levels of
storage possibilities traditionally only found on
much larger vehicles.
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New Luxury Minimalist
Design cue Pure and Lean Aesthetic Ambient
Elements
Blending clean lines with lightweight aesthetics
Ambient Light and Sound
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New Luxury Better quality of life
Design cues Time well spent, whether alone or
with others Safety and Security Heighten the
sense of enjoyment Caters to Occupants Open
Space
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New Luxury Inner Growth Connections
Design cue Reconfigurable occupant space
conversational seating The passenger seat which
is mounted on an extended track from Johnson
Controls product portfolio, allows it to slide a
total of 650mm. By the combination of the rear
seat being able to stadium upward and the smaller
volume of the fuel tank, it is possible to slide
much further rearward than what is typically
allowed. This breaks down the traditional wall
that is created by the front two seats that
divides the interior into two seemingly smaller
zones and creates an environment where the rear
passenger can better interact in the conversation.
Click to play video
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New Luxury Value of Experiences
Design cues Inviting Environment Hand-crafted
Elements Ambient Elements Experiential hooks,
appeals to senses Comfort
open, light, airy environment
comfort shell seating
hand crafted trim
leather alternative Trim materials were given
great consideration for the re3. A leather
alternative was used for the seats and other soft
zone surfaces. This was combined with a resilient
tape inspired from trends in the textile
industry, which can be used for either functional
joining of material or for decorative purposes.
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New Luxury Socially Responsible
Design cues Eco-friendly Authentic
Hybrid Technology Reducing fuel consumption

• Mass and Size Reduction
• What better way to reduce mass and increase fuel
  efficiency than through the use of comfortable,
  lightweight seats. The seats are part of our Core
  Product Portfolio of flexible solutions.

exposed natural material Renewable materials are
at the heart of sustainability. Through-out the
interior, surfaces are comprised of exposed
natural and environmentally friendly substrate
material with a fiber-wood appearance, giving the
vehicle a handsome look and expressing a unique
eco-fashion. Also, by eliminating the A-surface
material, a 30 percent weight reduction was
achieved.
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New Luxury More Time
integrated seat wing Being attached to the
drivers front seat the integrated seat wing
constantly provides the correct position for the
armrest and frequently used controls.
Design cues Streamlining tasks Catering to users
mobile device gateway mobile commerce With
todays mobile lifestyle, smooth integration of
our different environments is key. The mobile
device gateway and mobile commerce system help to
keep you seamlessly connected to the rest of your
world.
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Design Drivers
Develop Interiors that are compelling to the
consumer - Maintains focus on hand-crafted and
natural materials - Solutions validated by real
consumer needs - Technically sound -
Emotional - Experiential hooks, appeals to
senses - Economic value - Environmentally
responsible
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Design Drivers
Interiors should enhance the time spent in the
vehicle - Heighten the sense of enjoyment - Be
time well spent, whether alone or with others -
Cultivate Connections - Enhance Serenity
restore calmness touch all the senses
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Design Drivers
Create distinctive interiors that have obvious
benefits over the competition - Help simplify
consumers lives - Establish levels of luxury
among and within segments - Enabled by new,
advanced materials and technologies
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Thank you