IAA 2023 Highlights: User Experience is the new Perceived Quality?

Getting back from the IAA MOBILITY, the Intended Future team is ready to share insights from the unorthodox perspective as usual.

"My range is better than yours. I want to have a seamless user experience, but I have to charge."

It was hard to suppress a grin. Our earlier predictions are materializing.

While most automakers are championing the cause of a seamless user experience, their primary emphasis unmistakably remains on the powertrain range and the rapidity of charging. This was evident as almost every pavilion showcased a vehicle proudly beside its powertrain.

The notable exception? Tesla. Their strategy seems to pivot towards enhancing perceived quality as the cornerstone of customer satisfaction. The recent upgrades to the #TeslaModel3 underscore this approach, significantly elevating the car's overall perceived quality, especially considering its competitive price point.

A case in point is the marked improvement in the fit and finish around the headlamps. The interior, rejuvenated with the concept of Spatial Harmony, exudes a sense of unity. Tesla's trailblazing efforts in introducing ambient lighting to EVs have also undergone quality upgrades. We've touched upon this evolution of lighting in EVs in our past articles. Yet, Tesla's choice to integrate gear controls within the touchscreen has ignited discussions.

Jeremy Offer from Volvo Cars remarked at the IAA Car Design News Conference, “Cars are becoming devices.”

Well, Tesla is a device. The revamped Tesla Model 3 epitomizes this sentiment. We're optimistic that Volvo will roll out something equally robust. Because very soon, pointing fingers at Tesla for any geometric inconsistencies might become a futile exercise. Look at our latest Tesla Model Y (German Plant) PQI report.

Everything Illuminated

The IAA was a testament to the revolutionary thought processes shaping car grille designs. Personally, the BMW Group Neue Klasse was a standout, but credit must be given to other manufacturers who have also made significant advancements. The future envisions the grille not merely as a static emblem but as an interactive visual medium.

Faurecia's unveiling of the FORVIA modular lighting system for trucks was noteworthy, especially with its promise of a bespoke exterior lighting design. But what truly captured our imagination was Faurecia's innovative "flexible interior" concept.

As we had foreseen, the spotlight for many automakers was indeed on ambient lighting.

Neue Klasse: A Nostalgic Revival

Without attempting to recreate Beethoven's Symphony No.9, let's touch on the highlights.

The Neue Klasse feels like a 90s revival but with an electric twist. The resurgence of German design aesthetics is evident, characterized by pristine lines and meticulously planned split-lines. The generous window space offers a delightful deviation from the current trend of aerodynamically streamlined car profiles.

The interior was a personal nostalgic journey, with the corduroy seat upholstery transporting me back to my youthful days, complete with a fuller head of hair, matching corduroy trousers, and those unmistakable yellow sunglasses at rave parties.

BMW The Neue Klasse

This trip down memory lane, combined with a state-of-the-art HUD display, makes for an emotionally charged experience.

A tip of the hat to BMW for this masterful design.

Takeouts

The metamorphosis of cars into devices is undeniable. The future is already here. It is just unevenly distributed. A plethora of Chinese automakers presented vehicles that seemed more akin to extensions of smartphones. The importance of innovative aerodynamics in design is gaining traction.

A conspicuous void is emerging in the European and US EVs market: vehicles are predominantly either in the premium/luxury bracket or at the entry level. This presents a formidable challenge for European and US automakers, especially when contending with powerhouses like BYD and Tesla in the price and functionality arena.

Brands like AUDI AG, Volvo Cars, and Polestar need to take heed.

A message for designers: while 'User Experience' might be the buzzword, the essence remains rooted in Perceived Quality.

Perceived Quality: The Silent Game-Changer in Car Design

Beyond the visible innovations, a subtle yet profound theme echoed throughout the IAA: the importance of perceived quality in car design. It's not just about the aesthetics or features; it's about how these elements come together to create a holistic experience for the user. The tactile feel of materials, the sound of a door closing, the ambiance of interior lighting - all these subtle cues shape a customer's perception of quality. And as the industry evolves, this is becoming a pivotal factor in determining a car's success in the market.

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