Novi, Michigan, and Düsseldorf Automakers will be able to rethink the future of automobile interiors as fully autonomous vehicles transform into mobile living spaces. The Japanese technology company Asahi Kasei conducted its fifth annual poll, asking drivers in the four main automobile markets about their perceptions of sustainability and their expectations and worries about completely autonomous vehicles. Consumer preferences for features, interior design, and use cases provide the auto industry with important clues about what the future of cars should look like.
Customers in the four main automotive markets—Japan, China, Germany, and the United States—have important expectations for autonomous vehicles and how they would spend their time in one, according to the findings of Asahi Kasei’s sixth worldwide Automotive Consumer Survey. Mistrust of technology
Regarding how a completely autonomous automobile should operate, car users remain cautious; the majority of respondents do not think that a retractable steering wheel and pedals are useful. According to the results of the most recent survey conducted in 2022, a significant number of customers in China, the USA, and Germany still choose to have a steering wheel and brake pedal for optional manual control, even in completely autonomous vehicles. One in two people in Japan have this perspective. Offering a manual control option could aid in boosting acceptance of completely autonomous vehicles in Germany and the USA.
Furthermore, two out of three drivers in China, the USA, and Germany said they would continue to monitor traffic when driving autonomously; playing video games or watching movies while driving is at the bottom of the list (see Figure 1). This is yet another sign that modern drivers are wary of completely autonomous vehicles due to concerns about their safety and reliability. The interior design of the initial generations of completely autonomous vehicles will be significantly influenced by these feelings.
A quiet space for conversing and enjoying music One in two respondents cited the “silent cabin” as the most coveted interior feature of an autonomous vehicle (see Figure 2). This relates to the problems of many battery electric vehicle (BEV) users; nearly one in four BEV owners cited “too much noise while driving” as their biggest pet peeve. The noise of the wind, tires, gears, and motors—sounds that are normally muffled by engine noise—becomes more noticeable even though the BEV itself is quieter than an automobile with an internal combustion engine (ICE). Customers would value silence even more in fully autonomous electric cars since they can participate in other activities while driving.
Listening to music and podcasts is the most popular pastime among automobile users globally when driving an autonomous vehicle, with 66% of Americans, 61% of Chinese and Japanese drivers, and 56% of German drivers doing so. The requirement for tables or lie-flat seats is highlighted by the similarly high ranking of conversing with other passengers and the lower ranking of sleeping or working.
Regional differences exist in how sustainability is perceived. Users now consider a car’s carbon footprint, readily recyclable materials, and overall sustainable manufacture along the whole value chain when defining a “sustainable vehicle,” in addition to its drivetrain technology. Consumer awareness of sustainability is rising, and in recent years, the matter has become more important in the shopping process.
According to respondents in Western markets, a car is considered sustainable if it uses recyclable components and is produced sustainably along the value chain. In contrast, drivetrain technology is the primary determinant of a sustainable car for consumers in China and Japan (see Figure 3). With 35% of all respondents in Germany and the USA saying they would transfer their automobile brand to a more sustainable manufacturer to support greener mobility, this topic is becoming increasingly relevant for the decision-making process when making a purchase, especially in Western countries.
