Not long ago, the thought of a hybrid vehicle evoked thoughts of the Toyota Prius. The Prius is hardly a status symbol for the rich and famous, but these days, electrification isn’t a bad thing for luxury car buyers.

Bloomberg reported on Wednesday that many automakers have seen luxury and sports car buyers’ perceptions shift. Now, electric cars and plug-in hybrids are actually one of the reasons wealthy drivers purchase a premium vehicle. Bentley was first to point this out after internal market research suggested an “ethical value” is now one of the core pillars for luxury vehicle purchases.

A Bentley, for example, shouldn’t just feature bespoke materials, offer up incredible power, or carry drivers and riders comfortably, it should also give back in a way. And zero-emission powertrains deliver on the desire.

“There is a new dimension long-term in the purchase decision—the ethical value. Electrification is part of it, and electrification isn’t going away,” Bentley chairman and chief executive officer, Adrian Hallmark, said.

SEE ALSO: Bentley Bentayga Plug-In Hybrid Offers 31 Miles of EV Range

This ethos has already begun to affect Bentley’s future product planning. Today, the brand offers the Bentayga plug-in hybrid. Although it still features a rather powerful 3.0-liter turbocharged V-6 engine, an electric motor and battery pack provide an estimated 31 miles of guilt- and emission-free driving.

In the future, every Bentley vehicle will feature some sort of electrified powertrain, and Hallmark said that includes the Continental GT.

“We already know that the [next version] will be a battery electric vehicle,” he said.

Bentley isn’t alone on the electrified journey. Porsche, Mercedes-Benz, Audi, BMW, Volvo, Jaguar-Land Rover, and numerous others have pledged to electrify their lineups in the years to come. Still, for some supercar makers, such as Lamborghini, McLaren, and Bugatti, purely electric cars aren’t on the radar—at least not until battery technology alone will suffice.