In the paper I am focusing on the recent advancement of sustainable goods and services in the luxury segment. Nowadays these fields are strongly bonding together and going through never before seen changes with an unprecedented pace. With the development of new materials, techniks,regulations, consumer needs and new rising markets, luxury is becoming a more intangible phenomenon. With the more pressing environmental issues several big brands started to incorporate sustainability in their core values, to fulfill new consumer expectations. After researching the causes and effects of this dynamic shift, I am focusing on what can be expected in the near future of this market with special focus on the automotive aspect.