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This paper presents results of a five phase study conducted to evaluate touch feel and appearance of door armrest materials. Seven different production door armrests with different material characteristics such as softness, smoothness, compressibility, texture, etc. were evaluated. In the first phase, the subjects seated in a vehicle buck in their preferred seating position with the armrests adjusted at their preferred heights, provided ratings on a number of touch feel and appearance of the door armrest materials using 5-point semantic differential scales. In the second phase, the armrests were presented to each subject in all possible pairs and they were asked to select preferred armrest material in each pair.

The objective of the paper is to present a unique design approach and its outputs: the design concepts for automotive center consoles for a near term SUV that can be produced in 2-3 years, and the second for, a more futuristic SUV, that could be produced in 10 or more years. In the first phase of this two phase project, we benchmarked center consoles from a number of existing and concept vehicles, analyzed available data (e.g. J.D. Power customer feedback surveys), and conducted studies (e.g. survey of items stored in the vehicles, item location preferences in the console area) to understand customer/user needs in designing the center consoles. In the second phase, we provided the information generated in the first phase to four groups of student teams who competed to create winning designs of the center consoles.

The automotive interior suppliers are challenged to develop materials, that not only perform functionally, but also provide the right combination sensory experience (e.g. visual appeal, tactile feeling) and brand differentiation at very competitive costs. Therefore, the objective of this research presented in this paper is to develop a methodology that can be used to measure customer perception of interior materials and to come up with a unique system for assessing value of different interior materials. The overall methodology involves the application of a number of psychophysical measurement methods (e.g. Semantic Differential Scaling) and statistical methods to assess: 1) overall customer perceived quality of materials, 2) elements (or attributes) of perception, and 3) value of materials from OEM's viewpoint in terms of the measurement of perception of quality divided by a measure of cost.

This paper describes a computerized value analysis tool (VAT) developed to aid automotive interior designers, engineers and planners to achieve the high levels of perceived quality of materials used in automotive door trim panels. The model requires a number of inputs related to types of materials, their manufacturing processes and customer perceived quality ratings, costs and importance of materials, features located in different areas of the door trim panel, etc. It allows the user to conduct iterative evaluation of total cost, total weighted customer perceived quality ratings, and estimates of perceived value (perceived quality divided by cost) for different door trim areas as well as the entire door trim panel. The VAT, thus, allows value and cost management related to materials and processing choices for automotive interiors.