Automotive interiors have come a long way in recent years. Even the most Spartan vehicles are likely to use materials and offer features that were found in only the most up-market models a decade ago. And that’s become a critical factor when motorists go to buy a new car, truck or crossover, says Moray Callum, the head of design at Ford Motor Co.
So, how to differentiate your product from the competition has become an increasingly critical challenge for a company like Ford. And the maker is turning to some interesting science to help it get a leg up. That includes the use of brain wave scanners that can tell when an interior design turns on a potential buyer or leaves them cold.
“Customers no longer just look at a vehicle as a conveyance,” contends Raj Nair, Ford’s director of product development, “but as an extension of their home or office.” So, they want the same level of design – and technology, he says.