This document provides insights and recommendations from marketing firm Barker about the luxury auto and financial services industries. It analyzes the current market climate of stagnant luxury car sales and the rise of new consumer trends and segments. Specifically, it discusses how millennials prioritize comfort, technology and style over performance and see luxury brands less as status symbols. The document also maps consumer segments ripe for growth, such as affluent millennials and "Henrys" (high earners not yet rich). It concludes by recommending how luxury brands can connect with new consumers by understanding what drives them beyond the vehicle itself.