Five important factors for luxury in cars

The Chinese automotive supplier Yanfeng, which specialised in components for interiors, has identified five globally valid factors that car manufacturers can use to ensure a holistic luxury experience when equipping their vehicles. The findings of the company's global user research team inspired the developers to create the XiM23 interior concept, which will soon be presented in Europe for the first time. 

Changing demographics and values, as well as social events and trends, are changing the traditional definition of luxury and expectations in this regard, Yanfeng said in a recent statement. Experiences have become more important than ever, as evidenced by their higher value than possessions. This trend has intensified in recent years and has also had an impact on luxury.

"The perception of luxury in society has changed. Before we can apply this new definition of luxury to the automotive industry, we must first develop a clear understanding of what constitutes a luxury experience and what people's expectations, wants and needs are today," said Beth McGough, Senior Manager, Global User Research at Yanfeng Technology.

With this in mind, Yanfeng's Global User Research team conducted in-depth interviews with people from Germany, England, Spain, China and the United States to better understand what they associate with a luxury experience. After analysing more than 200 descriptions of such experiences, they were able to identify five key factors for today's expectation of luxury that was valid for all interviewees worldwide: service, simplification, personalisation, comfort and control.

The five factors of a luxury experience
Service: users want sincere and courteous interactions where every need is anticipated and met. When these needs and wants are met without having to ask for them, they feel cared for and valued.

Simplification: Users also expect an effortless experience. For a luxurious experience, every interaction must be simplified or reduced. This allows users to switch off from everyday life and relax because it is immediately clear what needs to be done.

Personalisation: Users also want an understanding of their preferences and anticipation of their preferences. When users feel connected to and trust a product, service or brand, they willingly relinquish control and relax.

Comfort: Users want to experience their environment as an extension of their home or 'personal cocoon'. This makes them feel comfortable and shields them from their hectic daily lives. It also allows them to be fully present and enjoy the experience.

Control: Users expect to be able to set the pace, determine the course and decide what happens and when. This also means that they can relinquish this control if they want to - and they can take it back at any time.