This document discusses the shift from "Old Luxury" to "New Luxury" brands and products. It uses the example of James Bond changing from a Bentley to an Aston Martin in the movie Goldfinger to represent this shift. New Luxury focuses on quality, taste, aspiration and is more affordable and accessible to middle-market consumers. BMW is presented as the prime example of a New Luxury brand that emphasizes driving pleasure over status. The document also examines how luxury brands have expanded their markets through diversification of product lines and experiences to attract a broader range of consumers.