Description
“Consumers have high expectations for the inside of their vehicles. They look for features that keep them comfortable and safe, as well as help create a more optimal experience and get more out of the car itself. Moving forward, automakers must continue to look for ways to evolve and enhance the interior of the car to differentiate from the competition and drive appeal amongst consumers.”
– Vince DiGirolamo, Reports Director
This Report looks at the following areas
- Factors driving consumers interest in interior car features
- Attitudes toward the interior of the car
- Desired features for vehicles in the future
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
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Executive Summary
- Top takeaways
- Market Factors
- Lack of inventory pushes prices to all-time high
- Unemployment spikes may change consumers’ willingness to spend
- Figure 1: Unemployment and underemployment, 2007-2021
- Average age of cars on road approaches all-time high of 12 years
- Increased focus on sustainability
- Impact of COVID-19 on the automotive industry
- Figure 2: Short-, medium- and long-term impact of COVID-19 on automotive industry, 2021
- Opportunities and challenges
- Incorporate sustainable materials and processes
- Explore cross-category partnerships to design and promote interior elements
- Allow consumers to customize interior features
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The Market – Key Takeaways
- As inventory picks back up, the focus on interior features will increase
- Rising unemployment challenges consumers’ interest in spending
- Increased focus on sustainability impacts interior features
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Market Factors
- Lack of inventory pushes prices to all-time high
- Unemployment spikes may change consumers’ willingness to spend
- Figure 3: Unemployment and underemployment, 2007-2021
- Average age of cars on road approaches all-time high of 12 years
- Increased focus on sustainability
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Companies and Brands – Key Takeaways
- Hyundai repurposes car materials to develop fashion items
- Lincoln executes vision of the interior as a second home
- Tesla pushes unique and quirky interior tech features
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Competitive Strategies
- Hyundai’s Re:Style 2021 repurposes materials used in vehicles to create fashion collection
- Figure 4: Hyundai launches line of sustainable fashion items from vehicle materials
- Lincoln shows luxury in all elements
- Figure 5: Lincoln “comfort in the extreme: Cold” ad
- Volvo claims “like a smart phone, but bigger”
- Figure 6: Volvo “The smarter XC60” ad, 2021
- Tesla stays unique with quirky interior features
- Figure 7: Tesla “Discover: Arcade” ad, 2021
- Figure 8: Tesla “Discover: Dog Mode” ad, 2021
- Hyundai’s Re:Style 2021 repurposes materials used in vehicles to create fashion collection
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The Consumer – Key Takeaways
- Safety features very much in demand
- Interior features drive purchase decisions
- Comfort and technology equally important
- Sustainability attractive to many consumers
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In-Vehicle Features Desired
- Safety features very much in demand
- Figure 9: Current in-vehicle features versus desired features, 2021
- Female consumers looking for more overall; males particularly interested in tech features
- Figure 10: Most important interior features, by gender, 2021
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- Figure 11: Nissan showcases various styles
- Focus on features important for both new and used cars
- Figure 12: Age of current car, 2021
- Safety features very much in demand
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Car Interior Attitudes of Current Shoppers
- Interior features are driving purchase decisions
- Figure 13: Overall attitudes toward interior of the car, by generation, 2021
- Mothers don’t want to research features
- Figure 14: Car interior attitudes of shoppers, parental status by gender, 2021
- Desire for more transparent in-vehicle features pricing
- Figure 15: attitudes toward interior of the car – impact on price, by generation, 2021
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- Figure 16: attitudes toward interior of the car – impact on price, by employment and financial situation, 2021
- Interior features are driving purchase decisions
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Attitudes toward the Interior of the Car
- Consumers value the interior of their car; expect more from it
- Figure 17: Attitudes toward interior of car, by generation, 2021
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- Figure 18: Attitudes toward interior of car, by gender, 2021
- Materials matter
- Figure 19: Attitudes toward interior of car – materials used, by generation, 2021
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- Figure 20: Attitudes toward interior of car – materials used, by race and Hispanic origin, 2021
- So comfy and so clean, clean
- Figure 21: Attitudes toward interior of car – cleanliness, by generation, 2021
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- Figure 22: Chrysler Pacifica Stow ‘n Vac feature
- Consumers value the interior of their car; expect more from it
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New Features Desired
- Consumers will continue to look for more inside their vehicles
- Figure 23: New features desired, by generation, 2021
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- Figure 24: Kia highlights interior augmented reality feature
- Self-cleaning feature can further improve the interior of the vehicle
- Figure 25: Attitudes toward interior of car – cleaning feature, by generation, 2021
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- Figure 26: Attitudes toward interior of car – cleaning feature, by parental status; children in household, 2021
- Consumers will continue to look for more inside their vehicles
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Consumer
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- Figure 27: Most important interior features, by generation, 2021
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- Figure 28: Attitudes toward interior – cleanliness, by ace and hispanic origin, 2021
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- Figure 29: New features desired, by gender, 2021
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- Figure 30: New features desired, by race and Hispanic origin, 2021
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