Webinar recap: Cars, Gen Z, APAC and the art of marketing luxury cars

Not just defined by engineering excellence and raw performance, luxury cars are now symbols of cultural capital, artistry, and digital influence. With Formula 1’s growing reach among younger, style-conscious consumers — especially in China — automakers are tapping into lifestyle marketing, fashion collaborations, and cinematic social media strategies to stay ahead. From bespoke art cars and capsule collections to immersive brand activations at Grand Prix weekends, the fusion of automotive and high fashion is accelerating at full speed. To decode this evolving landscape, Jing Daily, Cart Department and Esses Magazine hosted a webinar on February 13. Featuring McLaren’s Regional Senior Marketing and PR Manager Lucie Pugnot, WGSN consumer tech strategist Neo Ping, and auto journalist Noelle Faulker, the conversation unpacked 2025’s top marketing tactics and what’s next for the industry. Here are the top three key takeaways: 1. Bespoke, customization, personalization McLaren’s Pugnot highlighted growing demand for customizable and personalized luxury vehicles, noting that high-net-worth consumers increasingly seek one-of-a-kind designs that reflect their individuality. She explained that automakers are responding with bespoke programs, offering everything from custom paintwork to tailored interiors and exclusive design collaborations. Journalist Faulkner concurred, adding that this trend is so pronounced that Rolls-Royce is struggling to keep up with the overwhelming demand for its bespoke coachbuilding services. This surge in personalization, they agreed, signals a broader shift in luxury automotive, where exclusivity and craftsmanship are now just as important as performance and heritage. 2. Courting new consumers through collabs All speakers emphasized the power of brand collaborations in attracting new luxury consumers, particularly as automotive brands expand beyond traditional markets. Faulkner highlighted Jaguar’s strategic move to open stores in high-end fashion districts, reflecting a shift towards lifestyle-driven retail experiences. Pugnot explained that collaborations not only help brands reach fresh audiences, they also reinforce their core identity in new arenas, citing McLaren’s partnership with Tumi as a prime example of how craftsmanship and precision engineering can be accentuated through co-branded products. Cross-industry partnerships are blurring the lines between cars, fashion, and high-end experiences. 3. A future of self-driving automotives Ping said that self-driving cars are not just a distant vision, but an inevitable shift over the next five years that will redefine consumer behavior. As autonomous technology advances, he added, luxury consumers will prioritize in-car experiences, entertainment, and connectivity over traditional performance metrics. He pointed to China as a key market where novelty tech — such as AI-powered mobility, smart cabins, and autonomous valet systems — is evolving rapidly, driven by a tech-savvy, convenience-focused consumer base. This shift, he noted, presents both a challenge and an opportunity for luxury automakers to rethink branding, customer engagement, and in-car luxury. To explore more of this topic, download the Luxury in Motion report for free here.

Webinar: Personalization and AI in APAC’s auto market

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Webinar: Personalization and AI in APAC’s auto market