What is the challenge for premium cars while promising a Sustainable future

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What is the challenge for premium cars while promising a Sustainable future?

Sustainability is the fancy word for the perpetuation of a social good. The luxury market of goods and services, itself, is based on exclusivity. Those affluent few that can afford luxury items do so because it sets them apart and help define their social station in life. “I have the means” so therefore I will make or purchase this luxury item.

With that said, if an auto manufacturer were able to produce a very high end car based on sustainable features and green thinking and still make it exclusive such as a limited run or qualifications to even purchase the car. Everyone wants something they cannot have.

Also, sustainability is also not necessarily only for the end product. It is also the way in which a product is produced usually at a premium on new manufacturing processes to reach sustainability. This cost would be passed along to the consumer in some way.

How would luxury brands begin transitioning to green processes and probably not as much of the end product.