Luxury car design has changed drastically over the years. As consumer expectations evolve and technology improves, manufacturers have responded, offering sleek designs, high-tech materials, and customizable features that attract discerning buyers. Modern luxury cars boast flawless craftsmanship, high-performing capabilities, and eco-friendly features, changing what it means to drive a luxury vehicle.
Serge Levkovich, a Toronto-based independent automotive entrepreneur and luxury car buff with 20 years of experience, has lived through this evolution. “Twenty years ago, cars were defined by their aesthetics and comfort,” he says. “Consumers today demand high performance, technological innovation, and designs that stand out from the pack.” This has resulted in a greater focus on aerodynamic profiles, sustainable materials, and advanced infotainment systems that anticipate drivers’ needs. Luxury car makers are introducing noise-cancelling technologies and adaptive suspension systems, enhancing comfort and driving precision.
According to a S&P Global Mobility report, hybrid and electric vehicles made up 18.9% of new luxury vehicle registrations in Canada in Q4 2024, showing a growing interest in eco-friendly models. The Canadian government’s goal of having all new passenger vehicles be zero-emission in ten years is also impacting this shift, pushing luxury car makers to invest in electric and hybrid technologies.
“Canadian buyers have become more aware of the intersection of luxury and sustainability. Luxury car drivers want vehicles that perform well and have sustainable features. Brands that adapt to this change are a step ahead in the market,” says Levkovich.
Customization has now become a distinctive trait in luxury cars, with buyers being able to select their vehicles’ exterior finishes and interior materials. The trend of customization is particularly popular among high-net-worth individuals in Canada, who are seeking out options that suit their lifestyles and preferences. A 2023 report by Acxiom found that many luxury vehicle buyers in the country had a taste for customization, as 71% of respondents said they strongly desired personalized experiences. Some car makers now provide bespoke options that may range from custom stitching patterns and embroidery to personalized emblems and hand-sewn trim finishes.
“Customization is an expectation in the luxury auto industry. Clients want to feel connected to their vehicles, and personalization is the way to do it. Everything from the materials to finishes to tech features that reflect a buyer’s taste goes to improving the ownership experience,” says Levkovich.
Luxury design is changing in its inclusion of advanced technology, from augmented reality displays to AI-driven interfaces. These innovations make the driving experience safer and more convenient and create an immersive experience for drivers and passengers. Luxury vehicles with advanced driving-assistance systems in Canada are becoming the new normal, with 90% of modern vehicles having at least one or more ADAS features.
The increasing focus on sustainable luxury has also led to a greater spotlight on alternative materials and more sustainable manufacturing processes. The luxury industry is experimenting with recycled materials, organic textiles and vegan leather to be more eco-friendly. The luxury end of Canada’s car market is experiencing an increasing appetite for electric and hybrid models that offer a blend of energy and environmental awareness. With increased demand for hybrid and fully electric models that meet buyers’ expectations, manufacturers are reacting accordingly, and more options are becoming available.
With luxury design expanding, Levkovich feels brands need to balance modern elements with classic detailing. “It’s important that brands preserve the essence of a luxury vehicle while embracing new technologies. Brands that blend history with innovation are the ones that will thrive.”
As consumer expectations shift and sustainability becomes more of a priority, luxury car design is evolving and shows no signs of slowing down. As Levkovich’s analysis makes clear, the industry’s resilience, adaptability, and innovation will ultimately determine which companies remain at the forefront of a competitive and shifting industry.
