The fickle world of luxury automobiles is trying to find sure footing in a modern world. Before, the formula was easy: exclusivity + performance = luxury. Today, digitization has changed the game, allowing more highly customized appointments, paint colors, tuning and graphic interfaces.

With all those, a schism is growing in the super luxury car community. Dr. Frank-Steffen Walliser, chairman and CEO at Bentley Motors, told Newsweek , "There will always be a need for good craftsmanship, and that's part of a luxury product. If it's just digital, [it] will never be luxury. It will be maybe expensive, but not luxury."

"Luxury is linked to material and craftsmanship, like art. Digital art is not so successful. I will not say that it does not exist, but is it the breakthrough? No, it's not,

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