Imagine a world where a car’s interior, and the accompanying cabin experience, are two of the most important vehicle differentiators. In this world, affiliates of a vehicle brand are not waiting for the next start of production of a vehicle but for the next operating-system update; OEM CEOs introduce new human-machine-interface systems as stand-alone products to as much anticipation and fanfare as new models, and car magazines discuss comfort levels rather than acceleration and horsepower. This world is now emerging within the automotive industry, and it will transform how OEMs make and market cars.
Very soon, the cabin experience is expected to take the spotlight away from automotive elements that have traditionally dominated headlines, including engine performance, exterior design, and powertrains. The rapidly evolving ACES megatrends—automation, connectivity, electrification, and shared services—will change the configuration of cars and allow vehicle occupants to enjoy new experiences during trips.
To assess the growing importance of vehicle interiors, we reviewed insights from eight sources. These included an analysis of the interiors of over 50 current and concept vehicles; roundtable discussions and in-depth expert interviews with over 60 decision-makers from 25 leading players; various consumer surveys; and panel discussions with automotive experts. We also analyzed mobility patterns by customer segment and drew on our work with automotive companies on vehicle interiors, connectivity, HMI, and the customer experience.
Our research clearly revealed the growing significance of vehicle interiors and the in-car experience. For instance, a survey revealed that 71 percent of automotive executives expect vehicle interiors to become more important, while only 38 percent held the same views about vehicle exteriors.
In our article, “The future of interior in automotive,” we examine the implications of this research, focusing on two areas. First, we review the evolution of vehicle interiors in response to five forces (exhibit). One basic shift involves the emergence of new vehicle types, including, electric vehicles which will have a massive effect on interior layouts and could enable features that were previously unimaginable, such as swivel seats. Similarly, innovations in connectivity and HMI could alter the cabin experience. For instance, automated assistants might have an improved ability to respond to the voices of all passengers. The cabin itself will become more comfortable, with OEMs providing more “homelike” trim, such as seats that resemble those in a living room, or other features that enhance the driving experience, such as automatic climate-control systems. As OEMs experiment with new interiors, they must keep sustainability issues in mind, since customers are increasingly concerned about decarbonization. Cost control will also be critical, especially for features that are not readily visible or do not add value.
As vehicle interiors evolve, OEMs and suppliers should consider how to position themselves for future success. With new players catching up or even leading in connectivity and interior experience, established players cannot rely on their past reputations and must instead articulate their future vision.
