How luxury brands suddenly made electric cars desirable

Many Bentley customers believe they have obtained their wealth because of luck. So says Bentley Motors Ltd.'s new chairman and chief executive officer, Adrian Hallmark, during an interview in Geneva.

Mercedes' sold-out electric Project 1.

"I have recognised that a lot of our customers follow a similar thing: They are super-successful. And a lot of them think it's because they're lucky," he says. "That's really important, because they don't think they're above human weakness and frailty.”

Such perceived (and believed) good fortune is spurring the world's millionaires and billionaires to make luxury purchases, based on a system of values such as reduced carbon footprints and sustainability, he adds.

Read Hannah Elliott’s story from The Age - “How luxury brands suddenly made electric cars desirable.”

(Again, we need to urgently get beyond the idea of the ownership of private transport if we are to ever navigate our way to a truly sustainable world. Private transport needs, no demands, an energy-rich infrastructure and is contrary to the gentleness needed to create a world able to thrive within a damaged atmosphere - our future is going to be about quieter, slower and more restrained living, quite the opposite of the image portrayed by the existing motor industry, particularly those manufacturers who consider themselves “luxury brands” - Robert McLean)