One sign that the world is slowly becoming more equal is that luxury automakers are now catering to younger, eco-friendly female drivers who are not afraid to show off their wealth. Brands like Aston Martin, Rolls-Royce and Bentley are realizing the importance of the female market, especially since they can easily net a profit of $80,000 or more from each car sold, which doesn’t afford them the luxury (no pun intended) of ignoring half of the world’s population.

Competition is also fierce. Manufacturers focused on all-electric supercars are making their presence known. Given that electric cars are usually easier to design and assemble than standard vehicles, they can more readily meet market demands. In addition, the number of super-wealthy individuals in the world –people with $30m or more in investable assets – is expected to increase from 18m to 30m by 2030, according to Aston Martin.

The super-rich also tend to be more environmentally conscious, especially in areas like Silicon Valley, and a growing number of luxury car buyers are self-made millionaires, including some moguls who are as young as 18. “Our customers have changed in a major way,” says Torsten Müller-Otvös, chief executive of Rolls-Royce. “They are far more relaxed, easy-going, casual.”

Female buyers are a key part of the growing luxury car market. Although the men still outnumber women when it comes to buying luxury cars, the demographics are slowly shifting. According to Mike Flewitt, chief executive of McLaren Automotive, “We think the number of cars for the female buyers, or where a female is involved in the buying decision, is closer to 50 percent.”

There are an estimated 14,000 women worth $30m or more in the US and China alone, according to Aston Martin. Women also account for a considerable segment of the luxury SUV market. Rolls-Royce estimates that one in five of its £264,000 Cullinan SUVs have been purchased by women, who tend to like a high driving position, better road view and more practical trunk, compared with fewer than one in six of its other cars.

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Luxury automakers are also focusing on customization, realizing that an emotional investment will encourage future purchases. Given that women often tend to have more specific aesthetic preferences, offering customers the chance to select everything from the color of the stitching on the seats to the shade of the brake calipers is crucial when catering to the female market.