Sustainability is a hyped for a reason. It just might save our beloved planet from irreversible changes. In products and services, it is still often treated as “a little worse, a little more expensive” option, leaving many frustrated and others disappointed. Currently luxury means expensive, rare and often very unsustainable products or services. If a different approach was taken, sustainability could be seen as the ultimate luxury in the future. In this project the luxurious & sustainable theme is approached through the car industry. How should a future’s car be designed to deliver a luxurious experience not traditional, but in highly sustainable fashion? What are the driving factors, appeal creators and values to raise onto pedestal? How does the sustainable luxury feel like for customers? What are the physical or digital embodiments of sustainable luxury in the future in cars? We are looking for concepts and designs for the next luxury cars and the functions that are sustainable by nature. Join the project if you are interested in car tech, visual design, sustainability, media, material sciences or marketing!