A closer look
Automakers have successfully convinced the public to pay a premium price for what is essentially highly stylized plastic. Alcantara sounds like an exotic, rare textile sourced from an elusive Italian animal. In reality, it is a registered trademark for a synthetic blend of polyurethane and polyester completely whipped up in a laboratory. It mimics the brushed texture of genuine suede while retaining the ability to eagerly absorb every single drop of hand sweat you subject it to. True luxury is brilliant branding.
