Mr Muller-Otvos nevertheless said he was optimistic about the future as the segment for "ultra-luxurious" cars is growing in line with the rising number of "ultra-high net worth individuals".

BBC: Rolls-Royce unveils 'most powerful' model

However, even more than gadgets and gimmicks, so-called "Ultra-High Net Worth Individuals" value fairly simple fundamentals of a great customer experience, said Milton Pedraza, CEO of the Luxury Institute, a research firm focusing on the nation's wealthiest 10%.

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