Every January brings a wave of nutrition predictions—some backed by science, others fueled by social media hype. So how do you know which trends are actually worth your attention?
We asked MyFitnessPal’s team of registered dietitians to share their insider take on what’s coming in 2026. These are the experts who review food data, analyze nutrition research, and see firsthand what’s resonating with real people trying to eat better. Here’s what they’re predicting—and what they’d skip.
Before we look ahead, let’s acknowledge what 2025 got right—and wrong.
The Best: Fibermaxxing
The clear winner among our dietitians? The rise of fiber awareness. “I am a firm believer that fiber is your friend, and any opportunity to shine a spotlight on this important nutrient that many of us don’t get enough of is key,” says Melissa Jaeger, RD, LD, MyFitnessPal’s Head of Nutrition. Stephanie Saletta, Senior Lead Nutrition Scientist, agrees: “We love to see fiber getting the love and attention that it deserves!”
The caveat? Both experts emphasize going slow. Ramping up fiber too quickly can cause bloating and discomfort, so gradual increases (plus plenty of water) are key. (1)
A Smarter Focus on Protein
Several dietitians also praised the increased attention on protein, particularly for preserving muscle mass. “With the rise of weight loss medications, protein has been in the spotlight with the focus being to preserve muscle mass in a caloric deficit,” notes Joanna Gregg, MS, RD, Food Data Curator. Lauren Cuda, MS, RD, CSP, LD, adds that “a smarter focus on protein” that includes balance with quality carbs and healthy fats was one of the best developments of the year. (2)
The Worst: Dirty Soda, Dry-Scooping, and Extreme Diets
Not everything that trended deserved the attention. Jaeger calls out dirty soda—soda mixed with flavored syrups and creamers—as a trend that “can add up to a lot of calories very quickly” while packing in added sugars and fats we should limit.
And then there’s “dry scooping,” the practice of consuming protein powder directly in its dry form—literally scooping it into their mouth and swallowing it without mixing it with water or any liquid first. Saletta flags dry-scooping as “unpleasant and unnecessary.”
Meanwhile, Gregg points to the carnivore diet as “not sustainable and lacking in fiber and many other important nutrients.” Cuda adds that using beef tallow, another ingredient trending on social media, as an everyday cooking fat is problematic due to its high saturated fat content.
Based on our dietitians’ predictions, here are the nutrition trends most likely to shape the year ahead.
Fiber Takes Center Stage
The dietitians predict fiber will be a major focus in 2026. “I believe that fiber is becoming the new protein and will emerge as a broader trend,” says Jaeger. Saletta expects to see “fiber find its way into more products, like drinks, snacks, and frozen meals” along with “more viral recipes and hacks for getting more fiber through fruits, vegetables, beans, oats, and seeds.”
Cuda anticipates both “more fiber-fortified options and practical, food-first strategies (beans, vegetables, whole grains, nuts, and seeds) aimed at better digestion, satiety, and metabolic health.” The connection to gut health research is driving this interest. As scientists learn more about the gut-brain axis, consumers are increasingly curious about how fiber affects more than just digestion. (3)
Protein Stays Strong (With a Plant-Based Twist)
Protein isn’t going anywhere. “The protein obsession will likely live on,” says Jaeger, pointing to the continued rise of GLP-1 medications and the proliferation of protein-enhanced products from coffee add-ons to protein pretzels and popcorn.
But expect a shift in sources. Jaeger predicts “a higher emphasis on plant-based protein sources such as beans,” driven partly by rising animal protein prices.
Saletta hopes 2026 brings a focus on balance: “Yes protein, but also the right amount of protein alongside all the other important nutrients and foods we need.” Gregg emphasizes that the focus should remain on whole food sources: “Think lean meats, low-fat dairy, nuts and legumes as opposed to protein chips and bars.”
GLP-1 Medications Shape Food Choices
The influence of GLP-1 weight loss medications on eating patterns is impossible to ignore. Multiple dietitians note that these medications are driving demand for higher-protein, smaller-portion meals.
Cuda predicts “a wave of ‘GLP-1-friendly’ foods marketed to shoppers using these medications,” but warns that “this term isn’t standardized.” Her advice: develop label literacy and consider working with a registered dietitian to interpret these claims for your individual needs.
Saletta adds that we’ll see continued interest in protein and fiber “especially as more people try GLP-1s (and come off of them and want to preserve their progress).”
Beans and Budget-Friendly Eating
With food costs rising globally, budget-conscious protein sources are having a moment. “Beans might have an extra special moment for costing less than other protein/fiber options,” predicts Saletta.
Jaeger agrees that beans are a standout: “Not only are beans a cost-effective source of protein as we continue to see the price of animal-based protein sources rise in the grocery store, but they also contain fiber and valuable nutrients that offer many health benefits.” (4)
This aligns with broader interest in canned and shelf-stable foods. Gregg notes that while the obsession with tinned fish may fade, “the focus of using canned and processed foods (think canned beans and high-protein dairy) as a part of a healthy diet will remain.”
Personalized Nutrition Goes Mainstream
Multiple dietitians predict that personalized nutrition will continue expanding. “From food logging to wearables and AI advancements, consumers have access to tools that can shed significant light on their current habits,” says Jaeger. “Unlocking insight into their own diet by leveraging these tools will be key in supporting the development of their personalized nutrition plan.”
Gregg agrees. “With the rise in AI, I think personalized nutrition assisted by AI will likely emerge as a trend soon,” she says.
Creatine Beyond the Gym
An under-the-radar trend to watch: creatine supplementation moving beyond athletes. “I am curious to see how creatine evolves beyond athletes and reaches more general consumers,” says Jaeger, “especially due to recently published research causing a buzz in the media.” Gregg also flags creatine as a supplement that “could become popular or trendy in the general population.”
Other Trends Worth Watching
A few additional predictions from our team:
“Girl Dinners” evolve: Jaeger hopes this snack-plate concept will grow beyond its current form to include “more balanced combinations that focus on key nutrients like protein and fiber, all while reducing items that are higher in saturated fat and salt.”
Bold flavors stick around: Jaeger predicts “swicy” (sweet and spicy) and other bold flavor combinations are “here to stay,” evolving beyond hot honey as people experiment with home cooking to save money.
Ingredient transparency: Saletta expects “a push for more transparency about what ingredients are in packaged foods, and whether those ingredients are helping or hurting our health.”
The Bottom Line
If there’s one theme running through these predictions, it’s balance. Fiber is rising to meet protein’s popularity. Plant-based options are growing alongside animal proteins. Personalized approaches are replacing one-size-fits-all advice.
The dietitians’ collective advice for 2026? Focus on whole foods, prioritize both protein and fiber, be skeptical of unregulated label claims, and use the tools available to you—whether that’s food logging, wearables, or working with a registered dietitian—to find what works for your body and your goals.
As Saletta puts it, the hope for 2026 is that we all get “obsessed with balance.”
Travis Kelce reacts after a deadly threat claim turns an NFL game into chaos (Image Via Getty)
Travis Kelce spoke about a serious claim that came out after another NFL game turned tense. On Thanksgiving Day, the Kansas City Chiefs played the Dallas Cowboys in Dallas and lost 31-28. The loss pushed the Chiefs to a 6-6 record. Even after that close game, another matchup from the weekend drew even bigger attention. On Sunday in Nashville, Tennessee Titans running back Julius Chestnut said Jacksonville Jaguars punter Logan Cooke told him, “I’m going to kill you,” during their Week 14 game. The Jaguars beat the Titans 25-3, but the fight after a tackle became the top story from the field.
Travis Kelce and Jason Kelce react to Julius Chestnut’s claim about Logan Cooke
Travis Kelce talked about the moment on his “New Heights” podcast on Wednesday. He spoke with Jason Kelce and said players hear wild things on the field all the time. Travis said, laughing, “A Tennessee player said the Jacksonville punter told him he’d kill him… Jags players, you guys are in the head of the opponent.” He joked that some punters “look creepy enough” to make the comment sound real, even if it was not. Jason Kelce then shared his own view and said most of these lines are not meant as real threats. “You’re not being serious. You’re not actually going to kill him,” Jason said as he explained how emotional games can get. He added that players often say things in anger but never mean actual harm.The claim came after Julius Chestnut made a hard tackle on Logan Cooke during a return to Nashville. Logan Cooke charged toward Julius Chestnut after the hit, and players from both sides stepped in. Officials threw a flag for unnecessary roughness on Julius Chestnut. The penalty could lead to a fine if the league decides the hit was too much.Right now, the NFL is still looking at the play. The league already reviewed the tackle but has not said whether it will investigate the spoken threat. Julius Chestnut stands by his claim, while Logan Cooke has not publicly confirmed any of the words. Players from both the Titans and the Jaguars call it a heated moment, but the league will decide if more action is needed.Also Read: Taylor Swift Reveals A Private Phone Call With Travis Kelce As Her End Of An Era Docuseries Trailer Takes A Sudden Turn
The road to the 2025 NBA Finals promises to be one of the most competitive and unpredictable battles in recent memory. With parity reigning across the league, the NBA totem pole is shifting.
As the season heats up, it’s clear that a handful of teams are emerging as clear contenders, while others lurk as dangerous dark horses ready to upset the balance of power. Bettors and fans alike are watching closely as championship aspirations collide with high-stakes wagers. Let’s break down the favorites and darkhorses shaping the title chase.
Favorites: The Teams to Beat in 2025
The NBA’s top contenders are already asserting their dominance this season, combining star power, system cohesion, and playoff pedigree. These favorites aren’t just winning games. They’re setting the standard for what it takes to lift the Larry O’Brien trophy.
Denver Nuggets: The Gold Standard
The Denver Nuggets remain the benchmark of excellence at the top of the NBA totem pole. Led by Nikola Jokić, the reigning MVP candidate, the Denver Nuggets continue to blend elite efficiency with unmatched chemistry. Their inside-out offense, complemented by Jamal Murray’s perimeter shot-making and Cameron Johnson’s scoring punch, makes them a nightmare matchup.
Defensively, Denver has tightened up, anchored by a unit that excels in half-court containment and transition balance. With championship experience and depth across the roster, the Nuggets operate with confidence, resilience, and a calm that few teams can replicate in crunch time.
Bettor takeaway: The Nuggets combine proven championship DNA with elite stability, making them a safe and popular choice among bettors evaluating the latest NBA Finals odds. Jokić’s leadership and postseason mastery position Denver as a reliable favorite for bettors seeking both safety and upside in 2025.
Oklahoma City Thunder: Youth With Bite
The Oklahoma City Thunder are rewriting expectations and redefining their place on the NBA totem pole. Fueled by youthful exuberance and strategic precision, they’ve transformed from rebuilders to genuine contenders. Shai Gilgeous-Alexander’s all-around brilliance drives their attack, while Chet Holmgren’s two-way versatility anchors their defense.
The Thunder’s blend of athleticism, unselfish play, and relentless energy allows them to outpace even veteran-laden squads. Their three-point efficiency and top-tier defensive rotations create a formidable formula for sustained success. This balance, alongside one of the deepest benches in basketball, ensures they’re more than just a feel-good story.
Bettor takeaway: As oddsmakers adjust to OKC’s rapid rise, bettors are increasingly seeing value in their momentum and matchups. Backed by youth, depth, and a star-driven system, OKC offers value but also volatility. Bettors should recognize that the Thunder’s blend of speed, defense, and confidence positions them as a formidable favorite.
Boston Celtics: Tradition Meets Modern Dominance
The Boston Celtics embody balance, blending historic pedigree with a forward-thinking approach that keeps them in the conversation for the NBA Finals. With Jayson Tatum and Jaylen Brown leading a dynamic two-way attack, Boston plays with precision on both ends. Their offense flows through spacing, unselfish passing, and lethal perimeter accuracy.
On defense, the Celtics continue to shine with switch-heavy schemes, rim protection, and perimeter discipline. The addition of savvy veterans has enhanced their late-game composure, transforming close contests into decisive victories. In the Eastern Conference landscape, Boston’s combination of depth, versatility, and big-game experience makes it the team to beat.
Bettor takeaway: The Celtics’ steadiness across long seasons, with two-way consistency, elite spacing, and star leadership, offers predictable returns. Their ability to dominate regular-season metrics while maintaining postseason endurance underpins their strong standing in current odds for the NBA Finals.
Dark Horses: Sleeper Picks With Serious Upside
Beyond the spotlight lies a group of hungry, high-ceiling teams capable of crashing the Finals conversation. These dark horses may not top the odds today, but their momentum, depth, and rising stars make them dangerous postseason threats.
Orlando Magic: The Rising Challenger
The Orlando Magic are climbing fast on the NBA totem pole, embodying the spirit of a true dark horse. Led by Paolo Banchero’s versatile scoring and Franz Wagner’s playmaking poise, Orlando’s young core has matured into a cohesive, disciplined unit.
With a top-10 defense and emerging offensive identity, they’re crafting an underdog narrative built on grit and growth. Their relentless defense and interior presence frustrate opponents, while their improved shooting stretches defenses thin. Against top seeds, they’ve already proven capable of dictating tempo and capitalizing on mismatches.
Bettor takeaway: Orlando’s rapid rise and defensive tenacity present intriguing longshot value. They’re unafraid of the spotlight and increasingly confident in crunch-time moments, a hallmark of teams poised to surprise in spring, particularly if their young stars continue translating potential into postseason poise.
Minnesota Timberwolves: Defense-First Disruptors
The Minnesota Timberwolves are reshaping the Western hierarchy through elite defense and relentless intensity. Anchored by Rudy Gobert and spearheaded by Anthony Edwards’ scoring brilliance, Minnesota’s identity is clear: toughness, depth, and an unshakable belief that they belong among the NBA totem pole’s upper tier.
Their physical style neutralizes finesse teams, while their half-court offense thrives on balanced spacing and timely shot creation. The Wolves’ growth is most evident in their clutch execution, turning late-game situations from liabilities into strengths.
With Edwards emerging as a bona fide superstar and their supporting cast gaining cohesion, Minnesota is more than a defensive juggernaut; they’re a legitimate Finals dark horse.
Bettor takeaway: Minnesota’s elite defense and maturing offense create strong darkhorse potential. Climbing the NBA totem pole, they blend star power with discipline, offering bettors a balanced wager with both floor stability and ceiling-breaking upside in the 2025 postseason race.
Navigating the 2025 NBA Totem Pole
As the playoff picture becomes clearer, bettors face a landscape rich with opportunities. The Nuggets, Thunder, and Celtics dominate discussions as established favorites, while the Magic and Timberwolves offer thrilling upside for value seekers.
The 2025 NBA Finals will reward not just talent, but resilience, chemistry, and timing. On this evolving NBA totem pole, smart bettors should weigh pedigree against momentum, and remember that champions often emerge from the unexpected.
The family of a Colombian fisherman killed in a US strike in the Caribbean has filed a formal complaint against such attacks with the Inter-American Commission on Human Rights.The petition was filed on Tuesday by US human rights lawyer Dan Kovalik. It alleges that Alejandro Carranza was killed when the United States struck his boat off the coast of Colombia on September 15. Kovalik told CNN that the family seeks compensation and an end to similar killings: “These killings are against international law. They are against US law. We want this to stop, and we think this is at least a first step to having that happen.”The complaint names US secretary of defence Pete Hegseth as responsible for ordering the bombing of boats like Carranza’s and claimed that his conduct was ratified by US President Donald Trump.Since early September, US has carried out at least 22 strikes on alleged drug trafficking boats in the Caribbean and Pacific, killing at least 83 people. The US maintains the strikes comply with the Law of Armed Conflict and has said the boats were linked to armed drug cartels. Trump claimed that the September 15 strike killed three “narcoterrorists from Venezuela” transporting drugs to the United States.However, Kovalik says Carranza was simply fishing for marlin and tuna when he was killed. “That is what he was doing. That was his profession and his vocation.” Colombian President Gustavo Petro has described Carranza as a lifelong fisherman with no ties to the drug trade. He added that Carranza may have occasionally carried prohibited goods due to financial pressures, but “his actions don’t deserve the death penalty.”Kovalik has also represented President Petro, who was sanctioned by the US on October 24 over alleged involvement in the global drug trade. Petro has denied the allegations.
Rebecca Joynes, 31, was jailed for six-and-a-half years in July after having sex with two pupils she groomed while working as a maths teacher
16:29, 04 Dec 2025Updated 16:29, 04 Dec 2025
Rebecca Joynes arriving at Manchester Crown Court in July(Image: PA)
Imprisoned paedophile teacher Rebecca Joynes could face a lifetime ban from teaching following a professional conduct panel’s verdict of ‘unacceptable conduct’. She was absent from the conduct hearing, which heard that she had inflicted ‘enormous damage’ on two students.
Joynes, 31, was sentenced to six-and-a-half years in prison in July for engaging in sexual relations with two pupils. She lured one 15 year old lad with a trip to the Trafford Centre, where she bought him a £345 Gucci belt from Selfridges.
She subsequently became pregnant by another teenage student, whom she also initiated a sexual relationship with when he was 15. Joynes was convicted of six counts of sexual activity with a child, including two counts of sexual activity with a child while in a position of trust, following a trial at Manchester Crown Court.
The offences involved two teenage boys she encountered through her role as a teacher at a Greater Manchester school. The identities of the boys and the school are protected by law and cannot be disclosed.
Today (Thursday, December 4), a professional conduct panel hearing found her guilty of ‘unacceptable conduct’, a judgement that could result in her being permanently excluded from the education sector. Joynes, who remains incarcerated, declined an invitation to attend the remote hearing and did not have anyone present to represent her interests, the panel was informed, reports the Manchester Evening News.
Shirley Duckworth, speaking on behalf of the Teaching Regulation Agency (TRA), informed the panel that Joynes’ convictions were ‘of the utmost severity’, highlighting her ‘lack of engagement’ in conduct panel proceedings.
Ms Duckworth stated that Joynes had ‘committed sexual offences against two boys she had direct contact with in the course of her profession’.
Detailing her crimes against one of the victims, referred to as Pupil A, Ms Duckworth said the teacher was guilty of an ‘abuse of trust’. She also noted how the trial judge had remarked on the ‘significant disparity’ in their ages.
Furthermore, Joynes had ‘deleted’ the content of her phone when an investigation commenced, according to Ms Duckworth.
Her crimes against the second boy, known as Pupil B, were marked by ‘grooming and an abuse of trust’, Ms Duckworth added. She pointed out that ‘the most serious’ aspect of the crimes against Pupil B was that they occurred while she was on bail for offences against Pupil A.
The hearing was informed that Joynes, a maths teacher, was sacked for gross misconduct in July 2022 following her initial court appearance.
Ms Duckworth revealed that police visited the school where Joynes taught in 2021 and notified the principal that an investigation into allegations concerning Pupil A was underway, following a complaint to Childline.
The barrister mentioned that Joynes couldn’t deny a relationship with Pupil B due to the ‘existence of a child’, which she described as a ‘significant aggravating feature’.
Ms Duckworth stated that whilst the ‘notion of a Mrs Robinson figure’ was one that ‘permeates’, she emphasised that her offences against the two pupils had created a ‘lasting impact’.
She explained that fatherhood was ‘thrust upon’ Pupil B, who she noted had observed: “I will forever be Rebecca’s victim and will be forever be linked to her through our child.”
The acquisition of a £345 Gucci belt, she continued, had constituted a ‘manipulative form of flattery’, noting that Pupil B had ‘felt deceived by a teacher she should have been able to trust’.
She continued: “It’s right to identify Miss Joynes as a paedophile.”
It was ‘inconceivable’ that Joynes wasn’t aware she was doing something wrong, she stated, before adding: “The damage done here is enormous.”
Following the TRA hearing, panel chairman Phil Thompson announced that the panel had determined Joynes’ conduct constituted ‘unacceptable behaviour’ which had ‘brought the profession into disrepute’.
Ms Duckworth contended that the ‘necessary and proportionate’ subsequent action would be for the panel to contact the Secretary of State for Education, recommending that Joynes be permanently prohibited from returning to the education sector as her actions had been ‘fundamentally incompatible’ with teaching.
Prior to entering private deliberations to determine whether to make such a recommendation, Mr Thompson indicated that should one be issued, it would require several days before the Secretary of State would publicly declare their decision. Joynes received a prison sentence in July at Manchester Crown Court.
Her two victims were identified as Boy A and Boy B during media coverage of the case.
The court was told she accompanied Boy A to the Trafford Centre and purchased him a £345 Gucci belt from Selfridges, before taking him back to her flat in Salford, where they engaged in sexual activity.
She was suspended from her position and was subsequently found to be expecting a child with a second boy – Boy B – whom she first encountered when he was aged 15 before they shared a kiss.
The relationship became sexual, with Joynes becoming pregnant and eventually giving birth to his child, despite informing him it was ‘almost impossible’ for her to conceive due to a medical condition. He discovered she was expecting after she arranged a ‘date night’ complete with rose petals and romantic messages.
She also presented him with a baby grow bearing the words ‘I love my daddy to the moon and back’ on it.
A victim impact statement read on behalf of Boy B stated: “I was coerced, controlled and sexually abused, it was very upsetting this happened to me and I had little to no support from organisations.
“For months after the abuse it was a very dark time. I felt backed into a corner, I had just lived a double life for 18 months, and it had a massive mental toll on me and my family.
“It tore my family apart, they struggled to come to terms with the fact they brought me to school which was supposed to be a safe environment. My parents broke down every day and night.”
Joynes, who has no prior criminal record, refuted the charges during her trial. Taking the witness stand over several days, she rejected any claims of sexual contact with the first lad, though acknowledged she ‘liked the attention’ he provided.
When questioned about why she brought him to the Trafford Centre before letting him stay overnight at her apartment, she responded: “I was stupid, I don’t know.”
Regarding the second pupil, she maintained nothing occurred between them until he reached 16 and after her dismissal from the school. She insisted she was ‘in love with’ the teenager and described their bond as founded on a ‘strong friendship’.
The jury was presented with correspondence where she wrote to the boy stating ‘every inch of you is perfect’.
Joynes informed the court that just 24 hours following their child’s birth, the infant was ‘taken away’ from her. Throughout proceedings, she kept a baby’s bonnet concealed in her clothing.
Her defence counsel, Michael O’Brien, explained his client battles with anxiety and depression, having been deemed ’emotionally fragile’ by probation officers.
“The defendant understands her own conduct has seen her miss out on the early years of her baby’s life. The baby will miss out on very important contact with her mother. The defendant understands that’s entirely of her making – and it’s not the baby’s fault,” he stated.
“The shorter the time, the better for the baby,” the barrister continued. He described how the infant was removed from her at birth, calling the experience ‘harrowing’ for Joynes.
In her sentencing, Judge Kate Cornell accused the defendant of ‘breathtaking arrogance’, stating: “You have shown an unwilling inability to face up to wrongdoing. This does you no favours, Ms Joynes.
“You were the adult, the one in control and should have known better. You were trusted by the school, the boys and the parents – for caring and protecting their sons. You abused that trust and exploited that role for your sexual gratification. It is inconceivable you did not realise that too.
“You deliberately transgressed them and encouraged boys to breach that too. You turned a blind eye.”
Joynes, from Pensby Avenue, the Wirral, received a prison sentence of six-and-a-half years. Restraining orders were put in place against both boys.
Joynes will be on the Sex Offender Register for life.
New cars are more expensive than ever, with average prices in the US exceeding $50,000 for the first time in September, up 3.6% from 2024, according to auto research company Kelley Blue Book. Luxury cars are pushing that growth, according to KBB. The average price of a vehicle from Porsche AG is $115,407, the highest of any standard-production automaker. A Ferrari, on average, costs four times that amount.
But luxury is slippery to define when you can spend $42,000 on a Mercedes-Benz or $114,000 on a Ford pickup truck. In a world of tailored cashmere socks and gold-plated toothbrushes marketed as luxury experiences, the term has become so ubiquitous, it has almost lost all meaning.
For cars, there’s no correlation between luxury and price; it’s not strictly about sheer horsepower or loads of carbon fiber. So I spoke with executives at brands including Bentley, Bugatti, BMW, Pagani and Rolls-Royce to hear how they define luxury in the modern age.
What became clear is that it encompasses more than former glory, as once-prestigious brands like Maserati descend into poor resale values and Jaguar remains comatose. It’s more than expensive materials, too, since advanced software often confers more status than fancy trim or carpeting. And it’s not necessarily outré design, even if quiet luxury is already a thing of the past. Instead, car manufacturers are working hard to create tight-knit communities among their buyers and collectors, catering to their personal preferences and needs during every interaction and developing increasingly advanced ways to customize vehicles to reflect customers’ exact personal taste.
For many car buyers, luxury is about the one thing you can’t buy: minutes on the clock.
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“Luxury is how we deal with your time,” says Adrian van Hooydonk, design director of BMW Group. It’s “the automaker being respectful of people’s time, and we want to make sure that the time spent in our product is rewarding.”
Others say luxury is about providing casual access to company leadership and craftspeople, allowing a familiarity that makes customers feel welcome whenever they’re on-site. “We talk to them all the time,” says Christopher Pagani, head of marketing at Pagani and son of the founder. (It’s admittedly easier for the ultra-high-end automakers to stay in touch with customers. Pagani has made roughly 600 cars since Horacio Pagani opened up shop in 1992.)
The connection extends to potential clients. Ferrari wrote the blueprint on how to generate more admirers than owners, keeping production limited and making existing customers wait years for the privilege of buying a special model. Porsche has reached for that status as well, generating heat around its most anticipated models, which command three times their sticker prices at dealerships in the most aggressive markets.
This aspect of luxury is all about fostering enthusiasm, passion and aspiration, says Frank-Steffen Walliser, chairman and CEO of Bentley Motors. The exclusivity can be enjoyed even from afar, via the pleasure that comes from observing such a prized object or buying adjacent goods like books, watches and clothing. It’s an entire universe that many covet and only a few may enter.
“We need fans,” says Walliser. “It’s true for every brand. [Clients] need to be admired for the choices they’ve made.”
Indeed, leaning into a lineage of celebrated owners, wild adventures and successful feats parlays the allure of a brand. As with France’s oldest luxury houses like Hermès and Goyard, the most prestigious car brands are vibrantly relevant today even as they proudly count many decades of history in their archives, which reinforces their raison d’être and captivates both new audiences and devoted enthusiasts.
“Luxury brands are about storytelling,” says Rawdon Glover, managing director of Jaguar, who is working to revitalize the nearly century-old brand, with new vehicles expected in 2026. “You buy a luxury car because you want it, not because you need it, so we’ve got to create that irrational desire.”
This is where established auto brands dominate start-up electric vehicle companies. Despite the altruistic bent of their marketing and the seemingly frictionless acceleration of their cars, EV upstarts lack the depth of institutional memory. Tesla delivered its first vehicle in 2008; Lucid and Rivian did in 2021. Aston Martin, Bentley, BMW, Bugatti, Mercedes-Benz and Rolls-Royce are each over 100 years old. Ferrari and Porsche are both more than 75 years old.
A rich heritage emphasizes the origin story of a car’s seductive curves or sleek athleticism. It also accentuates the high-quality materials and handmade elements that may dress it in rare woods, supple leathers, shearling floor mats or exquisite carbon fiber. Master craftsmanship achieves the dual aims of lending tactile and visual reassurance that the product is well-made and separates it from others made more cheaply.
Innovation can help a younger brand overcome a lack of lineage. Sweden’s Koenigsegg Automotive is just over 30 years old but curates a rabid fan and ownership base with extreme engineering that propels its million-dollar supercars to record-setting feats. Italy’s Pagani has cultivated collectors obsessed with its pioneering use of active aero flaps and development of novel composite materials like carbon-titanium.
At BMW, innovation is woven into an already well-established narrative that says the owner must feel at home in the car. It’s a delicate balance, says van Hooydonk, so the company offers anyone inside the car the freedom to choose when they want to access technology or not. It hides some speakers, buttons and sensors behind natural materials like wood or fabric, with the tech becoming active only upon user interaction.
“If they’re going to spend this much money on a car, they want it to be at the cutting edge,” he says. “At the same time, they don’t want that technology to be in their face all the time. That’s why we call it shy tech. The technology is there when you need it, but it’s not overpowering.”
For the überwealthy, innovation extends far beyond incorporating artificial intelligence into the car with help from Google. Transformational techniques to make the car feel unique are essential, since authentic luxury reflects the buyer’s deepest sense of identity. The car must feel meaningful on a personal, even private, level.
“The clear trend that we can see is that there’s growing demand for clients to create things which are special and specific to them,” says Chris Brownridge, CEO of Rolls-Royce. “Sometimes it’ll be celebrating a relationship, or a family member or their dog. It could be a public achievement, or something personal, which nobody else knows about.”
All the new Phantoms that Rolls-Royce sells are heavily customized, the company says, which pushes pricing on the company’s flagship sedan well past its roughly $500,000 base price, often doubling or tripling it. Special commissions, like the Phantom Syntopia, created with Dutch fashion designer Iris van Herpen, are worth many times that amount.
The vision for the Syntopia was to emulate the beauty of fluid motion. Artisans created a special one-off liquid iridescent exterior paint and overlaid it with a mirror-like pigment to mimic deep waves. They developed silk-blend textiles that look like the face of water at night and created a ceiling headliner made from a single flawless hide arrayed with nearly 1,000 sparkling fiberoptic lights and 162 petals of glass organza applied by van Herpen’s own couture team.
The project took four years from its start to completion in 2023. After the debut, it disappeared from public view into the private collection of the owner, the embodiment of ultimate luxury in the modern world — understanding why something you own is special, even if no one else can see it.
NEW DELHI: The Civil Aviation Ministry and the Directorate General of Civil Aviation (DGCA) have launched an intensive review and monitoring exercise after IndiGo reported widespread operational disruptions and an unusually high number of flight cancellations across its network since late November 2025.Civil Aviation Minister reviewed the situation with senior MoCA officials and IndiGo’s top management, directing the airline and all relevant aviation bodies to take urgent steps to assist passengers and stabilise operations. The Ministry said it is keeping a “close watch” on the situation, according to DGCA’s statement cited by ANI.“In addition, the Civil Aviation Minister has also held a meeting with senior officers of the Airport Authority of India and instructed AAI to inform all airport directors that they should constantly monitor the situation and provide all support to stranded passengers. He also directed DGCA to closely monitor the airfares during the flight disruptions/cancellations,” according to the released statement.Apart from the ministry, DGCA, in a detailed review meeting chaired by the Director General (Civil Aviation), flagged concerns over IndiGo cancelling 170–200 flights per day, a level significantly higher than normal for the country’s largest airline.IndiGo attributed the disruptions to transitional challenges from the implementation of the revised Flight Duty Time Limitations (FDTL) Civil Aviation Requirements, which came into effect in two phases — 01 July 2025 and 01 November 2025 — following court directions. The airline said the new fatigue-management rules, crew-planning issues, and winter operational constraints have sharply impacted scheduling stability.DGCA has directed IndiGo to normalise operations at the earliest and ensure that the current situation does not lead to fare increases.IndiGo has been instructed to submit:
A comprehensive roadmap linking projected crew recruitment with its planned aircraft induction.
A revised plan for crew training, roster restructuring, safety-risk assessments and mitigation, ensuring immediate and full compliance with FDTL norms.
A mitigation plan detailing urgent steps to reduce cancellations and stabilise flight operations.
Fortnightly progress reports for the next several weeks, covering improvements in operations, crew availability and roster stability.
A proposal outlining any temporary FDTL relaxations required to restore normalcy, which DGCA will assess.
IndiGo says more cancellation in next few days
As DGCA released its statement assuring firm corrective action and close monitoring, IndiGo, however, informed the regulator that stabilising its network will require a short transition period. The airline told DGCA that additional cancellations will continue over the next two to three days as part of its schedule-reset effort aimed at restoring roster balance and preventing further last-minute disruptions, as reported by PTI.IndiGo has also conveyed that it will proactively scale down flight operations starting December 8 to minimise passenger inconvenience and allow crew-planning teams to rebuild buffers eroded over recent weeks. According to the airline, this controlled reduction in operations is essential to streamline rosters, align crew availability with revised Flight Duty Time Limitation (FDTL) norms and ensure that fatigue-management standards are fully complied with.The carrier has assured DGCA that corrective measures are already underway and that full operational stability will be restored by February 10, 2026. IndiGo said its recovery plan includes accelerated crew recruitment, intensified training cycles and a phased reintroduction of flights once adequate staffing and roster resilience are secured.
The UK and Norway have signed a defence agreement allowing their navies to operate a combined fleet of warships.
In a statement, the Ministry of Defence (MoD) said the “first of its kind” pact is aimed at protecting critical undersea cables, which the UK and NATObelieve are under increasing threat from Russian submarines.
The Lunna House agreement – named after the Shetland Isles base used by the Norwegian resistance during the Second World War – was signed by Defence Secretary John Healey and his Norwegian counterpart, Tore Sandvik, in Downing Street on Thursday.
It will see the Royal Navy and Royal Norwegian Navy operate a fleet of British-built Type-26 frigates capable of hunting Russian submarines.
Mr Healey said it marked an “important moment” for two nations “with deep bonds”, adding that a “new era of threat” demands “co-operation” between NATO allies.
Image: Prime Minister Sir Keir Starmer and his Norwegian counterpart Jonas Gahr Store on Thursday. Pic: PA
Prime Minister Sir Keir Starmer added in a statement announcing the agreement: “At this time of profound global instability, as more Russian ships are being detected in our waters, we must work with international partners to protect our national security.
“This historic agreement with Norway strengthens our ability to protect our borders and the critical infrastructure our nations depend on.
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“Through joint navy co-operation in the North Atlantic, we’re boosting security, supporting thousands of UK jobs, and showcasing Britain’s world-class shipbuilding on the global stage.”
Sir Keir, meeting with Norwegian prime minister Jonas Store in Downing Street after the agreement was signed, also said that Norwayis an “absolutely vital member of the coalition of the willing”.
MoD: 30% rise in Russian vessels in UK waters
The MoD has reported a 30% rise in Russian vessels sighted in UK waters in the past two years.
The new agreement is underpinned by a £10bn UK-Norway warship deal, signed in September, which saw Oslo order five Type-26 frigates. They will be constructed by BAE Systems in Glasgow.
It will allow a fleet of at least 13 anti-submarine ships from the UK and Norway to operate jointly in northern Europe, and monitor Russian naval movements in the waters between Greenland, Iceland and Britain.
