Chinese consumers don’t purchase an item merely for its use but also to admire, study its fit-and-finish and examine the manufacturing technology behind it.
An auto maker that ignores the importance of interior design does so at its own risk, Ford’s Peter Horbury says, adding, “Today’s customers have incredibly high standards.”
Of the more than 500 customer needs identified in a recent survey, No.2 on the list was a desire for vehicle cabins to protect occupants from every angle in the most violent of collisions.
The continued globalization of the auto industry, including the troubled supplier sector, will necessitate vast operational changes for both suppliers and OEMs.