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Bahar Bozdogan

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Can luxury brands (specifically cars) be at the leading edge of sustainability?

To drive a Rolls Royce, a Maybach or a Mercedes S Class would be a message that the owner couldn’t care less about gas overconsumption and the warming of the atmosphere.

The question is to what extent can luxury brands incorporate sustainability demands and yet remain luxury?

To be more specific:
What is the challenge for premium cars while promising a Sustainable future?


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  • Aug 1 2012: While such luxury brands have the potential to be at the leading edge of sustainability because of their premium pricing and often high profit margins, it will depend on the extent to which they have to compromise their design stands. With such luxury brands, aesthetics often triumph over environmental factors. You just have to look at the electronics sector, take for example the new iPad or the new MacBook Pro with Retina display. These products have premium prices and are some of the most aesthetically designed products on the market, however, both products are very difficult to recycle at their end of life.

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