US Interior of the Car Market Report 2023
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Nearly half (45%) of consumers who are planning to buy a vehicle within the next three years believe it is important to spend time researching a car’s interior features. This signifies consumers’ priorities, as they recognize the significance of the interior when selecting their next vehicle – whether new or used. In order to cater to these consumers, automakers and retailers need to explore different ways to effectively showcase the benefits of a car’s interior features – providing detailed information about safety, comfort and technology.
Automotive Interior Market – What consumers want and why
Safety features, such as backup cameras and lane keeping assistance, are among the most important features consumers – especially older consumers – consider when buying a car. Consumers also prioritize comfort features like adjustable seating, heated/cooled seating and multi-zone climate control. Additionally, technology features such as mobile phone syncing, built-in navigation and WIFI hotspots are sought after by consumers. As a result, automakers have a significant opportunity to enhance interior design and features of their vehicles, aiming to the interior experience to drive appeal among consumers. Further, finding the right balance in communication is key to ensuring consumers are well-informed and not overwhelmed.
Key issues covered in this Report
- Consumers interest in car interior features.
- Attitudes toward the interior of the car.
- Desired features for vehicles in the future.
- Attitudes toward connected cars.
Expert Analysis from an Automotive Industry Specialist
This report, written by Gabe Sanchez, a leading Automotive analyst, delivers in-depth commentary and analysis to highlight current trends in the US automotive interior materials market and add expert context to the numbers.
Interior features provide brands and retailers with a significant opportunity to differentiate from competitors and drive appeal among consumers.
Gabe Sanchez
Automotive Analyst
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
- Opportunities (cont'd)
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Consumer Insights
- Consumer fast facts
- Consumer fast facts (cont'd)
- Desired interior features
- Current feature ownership mostly dictated by how long they have been available…
- Graph 1: current interior features , 2023
- …but consumers are seeking updated features
- Graph 2: desired interior features, 2023
- Safety features are a must
- Graph 3: most important interior features when buying a new car (any rank), 2023
- Consumers emphasize safety
- Hyundai appeals to consumers' interest in safety features
- Older consumers' prioritize safety…
- Graph 4: most important interior features when buying a new car (any rank), by age, 2023
- …while technology plays are larger role for others
- Automakers race to provide in-car entertainment
- Children influence parents' consideration of interior features
- Graph 5: most important interior features when buying a new car (any rank), parents vs overall, 2023
- Black and Hispanic consumers aim to stay connected
- Graph 6: WIFI hotspot as most important interior features when buying a new car (any rank), by race and Hispanic origin, 2023
- Current shoppers' attitudes towards the interior or the car
- Empower consumers with quality information
- Graph 7: it is important to spend time researching a car's interior features (% agree), by age, 2023
- Assisting consumers with their research
- Brands need to provide accurate and transparent information about pricing and the value of in-vehicle features
- Graph 8: new in-vehicle features are causing car prices to rise (% agree), by age and gender, 2023
- Value is a personal perspective
- Show them how to make it their own
- Graph 9: agreement with "I would like greater personalization opportunities when selecting the interior of a car" (% agree), by age, 2023
- Audi Themes delivers interior personalization
- Monetize consumers' interest in personalization
- Graph 10: it is important to me to have vehicle settings personalized to my needs (% any agree), by age, 2023
- Provide user profiles, enabling further personalization
- Graph 11: would like to see personalized settings based on who is driving in a vehicle in the future, by age, 2023
- Provide consumers with a greater sense of control
- Graph 12: agreement with "I would prefer to see more packages of interior features at different price ranges" (% agree), by age, 2023
- Ford Built-to-order program expands to the F-150 Lightning
- Parents prioritize interior features in their purchasing
- Graph 13: getting the interior features I want is more important than the specific car (% agree), moms vs dads, 2023
- Ways to reach parents and their children
- Provide tools to assist consumers' research
- Graph 14: "I have had difficulty finding vehicles with the interior features I want", by age, 2023
- Attitudes toward the interior of the car
- Most find the tech inside vehicles easy to use, but comfort is king for many
- Graph 15: technology-related attitudes toward the interior of the car (% any agree), 2023
- Tech features present a fine line for some consumers
- Co-branded technology appeals to multicultural consumers
- Graph 16: tech-related attitudes toward the interior of the car (% any agree), Black and Hispanic consumers vs overall, 2023
- Cleanliness is next to dog-proof-liness
- Graph 17: cleanliness-related attitudes toward the interior of the car (% any agree), 2023
- Lots of space for innovative aftermarket products to help keep car clean
- Auto brands look to pet-friendly offerings
- Little hands, big messes
- Graph 18: cleanliness-related attitudes toward interior of the car (% any agree), parents vs overall, 2023
- Cargo is king
- Graph 19: "I am satisfied with the amount of cargo space my vehicle has" (% any agree), by age, 2023
- As parents spend time in their vehicles, cargo space is critical
- Graph 20: attitudes towards interior of the car (% any agree), moms vs dads, 2023
- Consumers think sustainably
- Aid consumers in their efforts to live sustainably
- Younger consumers express an interest in eco-consciousness
- Automotive brands commit to recycled materials for interiors
- Attitudes toward connected cars
- Younger consumers are less concerned with data tracking
- Graph 21: "I am worried about automotive brands tracking and selling my driving data" (% agree), by age and gender, 2023
- Older consumers highlight concerns of intrusivness
- Tap into consumers' interest in in-car entertainment
- Graph 22: in-car entertainment is important to me (% agree), by age, 2023
- Highlight in-car entertainment to parents
- Graph 23: in-car entertainment is important to me (% agree), moms vs dads, 2023
- Over-the-air software offers parents convenience
- Graph 24: software-related attitudes toward connected cars (% agree), moms vs dads, 2023
- Consumers offer positive signs for the future of interior
- Graph 25: subscription-related attitudes toward connected cars (% agree), by age, 2023
- Domino's lets you order pizza via Apple CarPlay
- Technology companies have ample opportunity to integrate
- Graph 26: select attitudes toward connected cars (% agree), overall vs those who agree "I like when vehicles have tech features from other companies", 2023
- Attitudes toward future features
- Consumers look to the future
- Younger consumers demonstrate an interest in future tech
- Graph 27: features consumers would you like to see in a vehicle in the future, by age, 2023
- More people, more problems
- Graph 28: safety and security features consumers would you like to see in a vehicle in the future, by area, 2023
- Opportunity for dynamic insurance rates
- Opportunity to offer future features as in-car subscriptions
- Graph 29: features consumers would you like to see in a vehicle in the future, overall vs those who would subscribe to in-car subscription services, 2023
- General Motors aims to expand its subscription offerings
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Competitive Strategies
- Kia uses fungus root, ocean trash for interiors
- Brands look to provide more interior colorways
- Staria people mover highlights future of mobility, interiors
- Jeep leverages McIntosh technology for audio
- Opportunities
- Incorporate sustainable materials within vehicle interiors
- Partner with companies from other categories to develop interior features, borrow equity
- Offer greater personalization, appealing to younger consumers
- Highlight software to drive appeal among consumers
- Highlight features that keep older consumers on the road longer
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The Market
- Market context
- Market drivers
- Consumer confidence rebounds, still below pre-pandemic
- Prices of new and used vehicles remain elevated
- Consumers call for sustainable interiors
- Younger consumers will make up a larger share of buyers
- Average age of vehicles on the road has increased year over year
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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