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This paper presents results of a three-phase research project aimed at understanding how future automotive interior materials should be selected or designed to satisfy the needs of the customers. The first project phase involved development of 22 five-point semantic differential scales to measure visual, visual-tactile, and evaluative characteristics of the materials. Some examples of the adjective pairs used to create the semantic differential scales to measure the perceptual characteristics of the material are: a) Visual: Light vs. Dark, Flat vs. Shiny, etc., b) Visual-Tactile: Smooth vs. Rough, Slippery vs. Sticky, Compressive vs. Non-Compressive, Textured vs. Non-Textured, etc., c) Evaluative (overall perception): Dislike vs. Like, Fake vs. Genuine, Cheap vs. Expensive, etc. In the second phase, 12 younger and 12 older drivers were asked to evaluate a number of different automotive interior materials by using the 22 semantic differential scales.

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.

With recent advances in microprocessors and data storage technologies, vehicle users can now bring or access large amounts of data in vehicles for purposes such as communication (e.g. e-mail, phone books), entertainment (e.g. music and video files), browsing and searching for information (e.g. on-board computers and internet). The challenge for the vehicle designer is how to design data displays and retrieval methods to allow data search and manipulation tasks by managing driver workload at safe acceptable levels. This paper presents a data retrieval menu system developed to assess levels of screens (depth of menu) that may be needed to select required information when a vehicle is equipped with the capability to access audio files, cell phone, PDA, e-mail and “On-star” type functions.

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.