Bentley Motors design director discusses modern luxury.

Modern luxury has evolved beyond mere price and status symbols. Today, it encompasses intangible elements such as time, space and meaningful experiences. True luxury is found in simple pleasures – a well-prepared meal, cherished friendships and moments of tranquillity. As product designer Alfredo Häberli aptly notes, ‘Silence, space and time are the luxury goods of the future.’

As the former creative director of Bentley Motors, and as vice president of global design at Geely Auto Group, Stefan Sielaff is in a good position to dissect this tricky sector. We spoke to him to see how he sees luxury now and in the future.

In speculating the future of luxury words like time, authenticity, legacy, access, resource, journey, skill, memory… come to the foreground. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what do you feel will define true luxury?

This is a philosophical question. Yes, luxury means, amongst other things, time and the freedom to do what you want to do. In regards to car design, it means creating something unique for the customer. So the exterior design has to be clear enough to give the customer a good feeling; the design has to transport this sense of luxury… I would say almost like a gift. This can be achieved through the value of the brand but also through details that show that this isn’t a ‘normal’ product but something expressive, outstanding, even radical.

Can you explain how you would apply this to your cars?

Interior materials will increasingly play a big role in conveying luxury. This doesn’t mean filling the car with jewellery though. Instead, we want to create a wonderful piece of art, and this can be conveyed through the love and attention given by its creators. The customer needs to feel this love. They are, after all, paying for the skills and know-how of a company like Bentley.

How will this fit in with the autonomous, driverless car of the near future?

Technology is an enabler for us designers allowing for endless possibilities to create autonomous, stress-free driving. With cars such as the new Bentayga, our customers expect a high degree of technology. Yet technology must never overwhelm them – it is there to make driving safer, easier.