Have you ever noticed that all apartment rentals are marketed as luxury apartments, even though they’re not? My grandmother lived in an apartment building with a doorman, and a large swimming pool with private cabanas. Its lobby contained a market, a florist, a beauty parlor, a restaurant and bar, a pharmacy, and a dry cleaner. Most new “luxury” apartments offer nothing even close to this, beyond a gym.

Certainly luxury is an overused word, but the concept is simple: A luxury product or service make our lives easier, even enjoyable, and wears a hefty price tag that ensures its exclusivity. But this idea is being challenged in the auto industry, where the technology one