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Daniel Langer

This article is part of STYLE’s Luxury Column
There was a time when luxury cars were head turners in a positive way. Sculptures on wheels. Objects of desire. Beautiful creations. Luxury car brands valued elegance and timelessness, even if they were idiosyncratic or disruptive.
The premium and luxury sector was where innovation happened. Sports car brands were those that pushed the boundaries of speed, handling, acceleration and visceral experiences, and limousine makers excelled in comfort, safety and driving pleasure over longer distances.
In other words, premium and luxury cars pushed the boundaries and created desirable objects of art. European car makers – especially those from Munich and Stuttgart – were the state of the art in engineering, technology and design.

It seems that those times are over to some extent. And BMW’s latest concept car, the Concept XM, is a case in point. At a time when consumers and investors say clearly with their wallets what they want (hint: all-electric), BMW opted to show the Concept XM, a petrol/electric hybrid with an almost comical design. Another missed opportunity.
Luxury vs electric cars: how can Bentley, Porsche and BMW compete against Tesla?
While Tesla, Rivian and China’s Nio are the darlings of investors, many legacy car markers still don’t seem to understand the fundamental shift that is happening. Instead of exciting customers with advanced electric cars that are also leading technologically in terms of software and user interfaces, many brands do more of the same, offering more gas guzzlers based on obsolete technology that will be phased out during this decade.
While beauty is in the eye of the beholder, most new cars look either the same as all others, or they over exaggerate design elements to a point of being ridiculous.

The Concept XM is no exception. The BMW “kidney” grille is the only element of the exterior design that gives the car distinctiveness and its oversizing is just an attempt to grab attention. Everything else about the car resembles other designs and looks generic. Interior-wise, it could be Audi or Mercedes, which further indicates that BMW is losing its point of difference from brands perceived as its nearest competitors. The question is why?
Why would a brand that was once proud of being an innovation leader not innovate? Why would a brand that was once the pinnacle of elegance try to do a car that looks decidedly more low brow? Why would a brand that once was proud to be an early mover in electric vehicles, focus on old technology and miss the mark in sustainability?
Simply electric: Mercedes is bringing sexy back with the EQS
The answer sheds light on the efforts of many traditional car makers and the industry at large. While some brands have started to aggressively turn the page (Mercedes, Audi and Porsche seem to be among the most ambitious), some brands seem to have forgotten who they are and why people once desired them. And they forget to innovate.

Luxury is the ability to create extreme value. It is dependent, to a large extent, on the brand story and also on the ability to innovate, inspire and influence. Most importantly, it is critical to be authentic.
I can’t find any of this in BMW’s latest creation. There seems to be no story any more, just lost ambition. As a former customer of the brand, I hope it’s not too late for it to get its mojo back.
Why Bugatti’s sale marks the end of petrol cars
Apple is rumoured to want to enter the space soon with a fully autonomous car featuring immersive technology. And when Apple make their move, they will be playing to win. It will be a rough awakening for legacy brands if their throwback attitudes don’t change.
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Why did German luxury carmaker BMW not learn from Tesla and Rivian and go all-electric with its latest Concept XM project? Photo: @bmw/Instagram

BMW’s Concept XM. Photo: @bmw/Instagram

The Concept XM’s “kidney” grille. Photo: @bmw/Instagram

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The new Mercedes AMG-SL model. Photo: @joeyantwi/Twitter

The 1956 Mercedes-Benz 300 SL Gullwing. Photo: @historydailypix/Twitter

Bobby Ewing posing with a Mercedes-SL. Photo: reezocar.com

The Mercedes 280 SL Pagode. Photo: @bo_giles/Twitter

The new 2022 Mercedes-AMG SL. Photo: @joeyantwi/Twitter

The interior of the new Mercedes-AMG SL. Photo: @joeyantwi/Twitter

The new Mercedes-AMG SL operates using a V8 engine. Photo: @joeyantwi/Twitter

The new Mercedes-AMG SL features a soft-top. Photo: @joeyantwi/Twitter

The Mercedes-AMG SL comes in red and grey. Photo: @AutosOEM/Twitter

Inside the luxury car collections of Formula 1’s top drivers – Lewis Hamilton favours Mercedes-Benz, while Max Verstappen owns a rare Ferrari and classic Porsche 911

What’s inside the garages of Formula 1 drivers Lewis Hamilton, Carlos Sainz and Daniel Ricciardo? Photo: @lewishamilton, @carlossainz55, @danielricciardo/Instagram

Formula 1 racer Lewis Hamilton’s Mercedes-Benz GLC SUV. Photo: @lewishamilton/Instagram

Max Verstappen’s Aston Martin DBX. Photo: @maxverstappen1/Instagram

Formula 1 racer Max Verstappen own a Dassault Falcon 900EX private jet. Photo: @maxverstappen1/Instagram

Daniel Ricciardo’s McLaren 675LT. Photo: @danielricciardo/Instagram

Carlos Sainz’s McLaren 720S. Photo: @McLarenF1/Twitter

Carlos Sainz has also been customising his Ferrari. Photo: @carlossainz55/Instagram

The fabulous life of Aishwarya Rai’s daughter, Aaradhya Bachchan – from Gucci bags and Instagrammable birthdays in the Maldives, to a budding luxury car collection

Abhishek Bachchan and Aishwarya Rai Bachchan’s 10-year-old daughter, Aaradhya, is already living it up. Photos: @aaradhyabachchan_/Instagram

Bollywood stars Aishwarya Rai and Abhishek Bachchan’s daughter, Aaradhya Bachchan, is already a globe-trotter. Photo: @aaradhyabachchan_/Instagram

Aaradhya Bachchan celebrated her 10th birthday in the Maldives. Photo: @aaradhyabachchan_/Instagram

Aaradhya Bachchan, the granddaughter of Amitabh Bachchan, already has a budding car collection. Photo: @aishrlopez/Twitter

Aaradhya Bachchan has a stylish wardrobe with many designer pieces. Photo: @aaradhyabachchan_/Instagram

Aaradhya Bachchan often wears designer bags and outfits. Photo: @aaradhyabachchan_/Instagram

Aaradhya Bachchan often steals the spotlight from her famous parents with her fashionable appearances. Photo: @aaradhyabachchan_/Instagram

Meet ‘British Bill Gates’ Reuben Singh, the flashy Indian millionaire who matches his turbans to his Rolls-Royce luxury car collection – but did he really buy 5 more just for Diwali?

Showing off or doing it for a good cause? Reuben Singh says he represents believing in yourself and your dreams. Photo: @reubensingh/Instagram

Reuben Singh launched his company AlldayPA in 2000 and it’s since made him millions. Photo: @singhreuben/Instagram

Reuben Singh’s idea to match his turbans to his cars began in 2017 after a racist comment. Photo: @reubensingh/Instagram

Reuben Singh and his ‘Jewels Collection’. Photo: @reubensingh/Instagram

Reuben Singh’s Diwali Rolls-Royce Cullinan purchases, including a meaningful saffron coloured one. Photo: @reubensingh/Instagram

Reuben Singh’s car collection doesn’t only contain Rolls Royces – though it seems he still likes to match his turbans to them. Photo: @reubensingh/Instagram

Inside the luxury mansions of football’s richest players – where do Lionel Messi, Manchester United’s Cristiano Ronaldo and PSG superstar Neymar spend their time off?

Football’s richest players Neymar, Lionel Messi and Cristiano Ronaldo live it up in luxury mansions. 
Photos: @neymarjr, @leomessi, @cristiano/Instagram

Lionel Messi completed his move to Paris Saint-Germain in 2021 after leaving Barcelona. Photo: @leomessi/Instagram

Paris Saint-Germain football player Lionel Messi and his family. Photo: @leomessi/Instagram

Cristiano Ronaldo owns a US$6.2 million mansion in Spain. Photo: @cristiano/Instagram

Cristiano Ronaldo’s mansion, complete with stunning pool. Photo: @iamOkon/Twitter

Neymar owns a property worth around US$9 million in his home country of Brazil. Photo: @neymarjr/Instagram

Neymar’s mansion in Brazil. Photo: Grandes Patrimônios Imobiliários/YouTube 

Real Madrid star Eden Hazard spent over US$12 million on a home in Madrid. Photo: @hazardeden/Instagram

Real Madrid star Eden Hazard’s mansion was designed by Spanish architect Joaquin Torres. Photo: @OlasunkanmiIbik/Instagram

Robert Lewandowski has played for German club Bayern Munich since 2013. Photo: @_rl9/Instagram

Football player Robert Lewandowski’s home in Warsaw has a sports and recreation centre. Photo: @_rl9/Instagram

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Fellow German brands Mercedes, Audi and Porsche have been enthusiastic to get with the shift to electric, yet the Concept XM is only a hybrid
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Clearly all-electric is the way to go these days, so why did the German luxury carmaker not pick up on lessons from the likes of Tesla and Rivian – and how may Apple be the brand to profit most?


Automotive industry

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Luxury cars

Future of transport

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Expresses the views, ideas and conclusions of the author. (Eg. Enough of Crazy Rich Asians, think of crazy poor Hongkongers.)


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