Torres, António MarinhoBauer, Frank Andreas2025-03-282024-09-272024-06-30http://hdl.handle.net/10362/181578As Gen Z becomes an influential consumer group, their expectations for sustainability are reshaping the luxury automotive market in Germany. This study investigates the gap between luxury car brands’ sustainability initiatives and Gen Z’s perceptions. By analysing key metrics such as Green Scores, Electric Model Share and emissions, the research identifies the most impactful factors on perceived sustainability. Findings indicate that Green Scores and emissions reductions significantly influence perceptions, while ambitious carbon neutrality targets alone have less impact. These insights provide luxury car brands with strategies to enhance their sustainability image and appeal to eco-conscious Gen Z consumers in Germany.engLuxury automotiveSustainabilityGeneration zElectric vehiclesBrand perceptionmaster thesis203867475