ANALYSIS
Asahi Kasei Survey Shows Increasing Need Towards Functional Premium Surfaces in the Automotive Industry Sebastian Schmidt Asahi Kasei Europe GmbH – Düsseldorf, Germany
sebastian.schmidt@asahi-kasei.eu
According to a new survey by Asahi Kasei Europe, automotive interior features such as premium, hygienic and sound-absorbing surfaces, will become a differentiating element and influence buying decisions.
C
ASE (Connected, Autonomous, Shared,
When purchasing the current car, the interior
Electric) megatrends, such as new
design (e.g. seats, surfaces, etc.) was important
The increasing importance of sustainable surface materials
mobility behaviours and the growing
to 54.8%, compared to 57.2% who paid more
Automotive interior surfaces need to be
autonomy of cars, will profoundly impact the
attention to the exterior design. Looking ahead to
attractive to the eye and smooth to the skin.
user’s driving experience and are bringing forth
the purchase of the next car, the interior is rising
They are the interface between the user and
an evolution in the automotive industry, with
by 5 percent points (59.8%) in its importance, the
the vehicle and play a role also in the driving
rising requests for more functional surfaces.
exterior by 4 percent points (61.4%).
experience.
In fact, due to the increasing autonomy of the
“Customer expectations are not changing over
One out of ten respondents (10.3%) sees the
car, passengers will have to focus less on the
night, but gradually and much faster than we
poor processing quality of interior surface
traffic and will have more time to spend on
have seen in the past. More than half of the car
materials as the most annoying factor in
work, in-car entertainment or just relaxation.
buyers in Europe are ready to change the brand.
the current car. 44.8% of all respondents
As a result, the functionality of automotive
A great chance for OEMs to win new customers
see a benefit in surfaces that look and feel
interiors will become increasingly important.
by implementing convincing technologies which
especially high quality – for example for
In October 2019, conducted a representative
are touching all senses, addressing human
seats, dashboards or headliners – compared
survey together with Cologne-based market
emotions and needs”, explained Heiko Rother,
to just 11.4% who do not. A third of all
research institute SKOPOS, interviewing a total
General Manager Business Development
participants (32.5%) would be willing to pay
of 1,200 car users in Germany, France, Italy
Automotive at Asahi Kasei Europe.
a reasonable price for these surfaces as
and United Kingdom to better understand future automotive interiors.
©Asahi Kasei
customers’ needs and their expectations form
Interiors will influence buying decisions When buying the next car, 18.3% of all respondents in the four main European automotive markets will not buy the same brand as the current car, 34,9% are still undecided. The differentiating factor will not only be the exterior design, but also the interiors one: the passenger compartment is becoming an increasingly important factor next to exterior, drivetrain, driving performance and fuel economy.
06
Key decision factor for purchase of current and next car.
N. 64 - JULY/AUGUST 2020 - international PAINT&COATING magazine