New auto interior trends
Knowing what’s hot in vehicle interiors can help you satisfy more customers.
Upholstery Journal | August 2008
from Ward’s Automotive Group
Over the past few years, automakers increasingly have recognized the critical role interiors play in a vehicle’s success in the marketplace.
Not unlike the custom interiors you build in your shops for your customers, the design and specification of interiors—emphasizing style, safety, comfort and refinement—set the tone for the entire vehicle development process.
Interiors have become a crucial battleground in every region of the world, particularly in developing markets where first-time buyers want the best. A vehicle with a shabby interior is bound to sit on a dealer lot, while a cozy, warm, high-quality cabin can seal the deal the moment a prospective buyer slides behind the wheel.
Total OEM spending on vehicle interior materials is projected to reach $10 billion by 2009, according to CSM Worldwide, a provider of market forecasting services to the top automotive manufacturers. But the ever-changing landscape of OEMs and suppliers makes it a challenge to clearly see what lies ahead.
A J.D. Power study reported that interior comfort is the second most important factor in choosing a vehicle, ranking ahead of exterior styling and just behind reliability and durability. But defining a spectacular vehicle interior is subjective business. Different people—consumers, auto manufacturers, designers, engineers, upholsterers—like different things. Some buyers think high-sheen piano black adds a unique touch of class, while others see a magnifying glass for fingerprints. Some consumers can’t tolerate fuzzy rat-fur headliners, while others never look up. Some drivers can’t survive without something to clutch their coffee, while driving enthusiasts view cupholders as frivolous.
As difficult as it is to identify the specific components that make up a world-class automotive interior, there are specific requirements: flush seams, comfortable seats, durable materials, accessible information, minimized noise, ample space and impeccable styling.
To highlight the importance of vehicle interiors to consumers and provide insights into aftermarket trends, Upholstery Journal reveals the winners of the 2008 Ward’s Interior of the Year Awards, presented by Ward’s Automotive Group, and held as part of the Ward’s Auto Interiors Show.
“In the years since we’ve been holding this competition, we’ve seen marked improvements in the overall design and quality of all automotive interiors, even in the economy segment,” said Drew Winter, editor-in-chief of Ward’s AutoWorld magazine. “With great new features, materials and styling in all segments, consumers now have a fairly level playing field in vehicle interiors from all automakers.”
Thirty-six interiors from 14 manufacturers, consisting of new vehicles and existing models that received significant interior redesigns for ’08, competed for awards. Ward’s editors served as judges and evaluated the vehicles in March and April based on the materials selected, ergonomics, safety, value, comfort, fit-and-finish and design harmony. Points also were awarded based on a driver’s ability to quickly access vital information, such as navigation routes, diagnostic data and fuel economy.
Awards were given in six categories: economy-priced, popular priced and premium-priced cars; sports cars; and popular-priced and premium-priced trucks. Several categories required sticker prices of the vehicles tested to fall within certain ranges. The segment into which a vehicle was placed was determined by its price as tested, not its base price.
In addition to the vehicle awards recognizing overall interiors, Ward’s editors singled out four models for special recognition in the categories of Best Brand Expression, Electronic Innovation, Best Redesign, and Clever Utility.
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