Hasta La Creative!

The horsepower race is dead, giving way to advanced hybrid technology and smaller displacement engines. Digital technology has become central to selling vehicles, not only on smartphones and tablets but in innovative showroom settings.

These are some of the ways that luxury brands are embracing the megatrends discussed at the Automotive News World Congress.

BMW, for instance, wants to give customers more time and ease their driving experience. It has introduced technologies such as active cruise control, traffic-jam assist and apps that give traffic information in real time, remotely warm a car and even clear the icy windshield, said Ian Robertson, BMW AG board member for sales and marketing.

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