i3 - January/February 2020 - 33

A

Automakers and their suppliers are rethinking mobility
for the 21st century and are revising car interiors to add
personalization features while removing distractions.
Prominent displays and app integration are key components in this endeavor. But now, those are complemented
by more inconspicuous tech, including in-cabin sensors
for detecting a driver's or passenger's mood and humanmachine interfaces (HMIs) that stay hidden until needed.
More, the coming proliferation of battery electric vehicles
(BEVs) and self-driving cars will propel this evolution of
car interiors, giving occupants new ways to interact with
the vehicle as well as with each other.
Some of these innovations were seen at CES in recent
years. Others are debuting at CES 2020.

Courtesy of Byton

PERSONALIZATION YIELDS SATISFACTION

RE
By Robert E. Calem

C TA . t e c h / i 3

Up to now, consumers have not had a compelling reason
to adopt BEVs. The auto industry has focused on emphasizing increased range or charging speeds, says Kristin
Kolodge, executive director of driver interaction and
human machine interface research at J.D. Power in Troy,
MI. However, with regard to interiors, Kolodge asserts,
"these new mobility options" like BEVs and self-driving
cars present "a potential white space opportunity to rewrite
the script." Self-driving cars open time spent in the vehicle
to "different type experiences," rendering usefulness even
more important, she says.
"For technology that is on the road today, we see consumers making a very clear delineation with respect to what
technology is actually useful - worth the money they spent
on it - and that quickly catapults itself into what technology do I want tomorrow," Kolodge says.
Power's 2019 U.S. Tech Experience Index (TXI) Study,
released in August, indicates apps built into cars are not
meeting users' expectations. The attribute for "ease of using
built-in apps" ranked lowest (7.63 on a 10-point scale) in
the entertainment and connectivity category, and 29% of
vehicle owners have stopped using their cars' built-in apps
altogether, the report says. The study also found consumer
concern around self-driving car tech plus annoyance with
current advanced driver assistance systems (ADAS) technologies. Among owners of vehicles equipped with lanekeeping and centering systems, on average 23% consider
the associated alerts annoying or bothersome, according to
the study. Of those respondents, 63% want the feature in
their next vehicle, versus 91% of respondents who weren't
put off by the alerts, Power says.
So, the auto industry "will be at a crossroads going forward with self-driving cars," needing to retain customers'
JANUARY/FEBRUARY 2020

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i3 - January/February 2020

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