Interiors A Battlefield

The redesigned Dodge Ram pickup, due out next year, will be the first vehicle to benefit from Chrysler Group's new strategy to increase interior-design lead times.

Ralph Gilles, design vice president with responsibility for color and trim, says during his keynote address at the recent 2007 Ward's Auto Interiors Show in Detroit that Chrysler is committed to pull ahead its interior-design programs by 40-60 weeks.

“This is causing a complete rethink within the company,” he reveals. The goal is to encourage innovation from the supply community, adds Gilles, who also has responsibility for Chrysler's truck and Jeep-brand design.

Meanwhile, Chrysler is being more thoughtful regarding designer assignments. “We're hiring people that only want to be interior designers,” he says, noting past practice was to rapidly cycle personnel through the design studio.

Earlier this year, Chrysler created its first dedicated interior studio to facilitate its new design direction, he notes.

In terms of boosting sales and customer satisfaction, “interiors are becoming a battlefield,” Gilles says. “I want people who are interested in interiors and (in) becoming experts.”

He dismisses the notion that pickup interiors now are too refined, given the segment's work-truck pedigree. “We've balanced the luxury and function capabilities,” Gilles says of the new Ram.

“We've noticed that (General Motors Corp.) has done very luxurious interiors. Our design, we have a lot of range. We can tune it. The trick of the new design was modularity. You can make it a work truck. You can also make it a car to go on the town with.”

Among the challenges facing interior design are rising material costs, marketplace pressure to compress overall lead times and the “explosion” of features. “I'm running out of places to put switches,” Gilles says.

Emerging markets also pose challenges due to the learning curve required to discover customer preferences.

“China can't get enough of jewelry in the car,” Gilles says.

Restraint Code Won't Spark Head Games, Suppliers Say

Head-restraint suppliers will leave auto makers to their own devices when contemplating solutions to a new U.S. federal regulation scheduled to take effect in 2009.

Unlike stability-control suppliers that rankled OEMs by promoting their systems directly to consumers at the height of the rollover debate, head-restraint vendors have no plans to champion the use of pricey active systems — a move that could dramatically improve occupant safety and comfort, while also boosting suppliers' profit margins.

“Active systems are easier to market because it's something that the consumer can recognize,” admits Adam Wittman, lead safety engineer at Intier Automotive Seating.

“But that doesn't mean it will provide them with an increased safety benefit over a passive system,” he says at the Auto Interiors Show. Both are allowed under FMVSS 202a, intended to prevent neck injuries by narrowing the gap between a restraint and an occupant's head.

Using a pyrotechnic charge or mechanical means triggered by a crash, active restraints automatically reposition for optimal performance.

Passive restraints remain static. Coupled with the proper seat design, they can be made to comply with FMVSS 202a for a fraction of an active system's cost.

But comfort can be compromised, because static restraints are positioned closer to the head.

Gerald Locke, safety engineering director for Lear Corp.'s seating division, does not anticipate a supplier-led lobby for active restraints. The industry is content to let the Insurance Institute for Highway Safety be their voice, he says.
— Eric Mayne

Vast operational changes in store for suppliers, OEMs

To successfully navigate through a complex and global business climate — one filled with bankruptcies, private equity takeovers and a growing number of young, techno-savvy car buyers — auto interior suppliers must learn to work more efficiently with each other and their OEM customers, a leading industry executive says.

In a keynote address at the 2007 Ward's Auto Interiors Show, Jim Orchard, president of Faurecia SA's North American unit, outlines several concepts of change for stabilizing the supplier sector following years of distress and Chapter 11 filings.

In addition to his duties at France-based Faurecia, one of the world's largest suppliers, with $15 billion in sales last year from interiors (seats, instrument panels and trim), exhaust systems and front-end modules, Orchard serves as vice chairman for the U.S.-based Original Equipment Suppliers Assn.

Citing a recent supplier brainstorming session conducted by IBM Corp. and OESA, Orchard says core challenges facing the industry include knocking down barriers between suppliers and OEMs, improving supplier cooperation and re-imaging the industry for the next generation of workers.

As the industry transitions to a new paradigm, one where the vehicle interior is a primary selling point, greater levels of trust must be created through the rebuilding of personal relationships between OEM and supplier.

Further breaking down barriers, while unleashing greater value of interior systems, would be an operational shift toward OEMs empowering suppliers and regarding them as equal partners of innovation, as opposed to mere component providers, he says.

Some of this change already has started, evidenced by General Motors Corp.'s improved ranking in Planning Perspective Inc.'s recent Working Relations Study of suppliers and OEMs.

Taking collaboration to extremes, Orchard envisions suppliers taking a greater role in vehicle development, fostering innovation by co-locating near development centers and sharing profits with the OEM.

Orchard notes suppliers use many of the same production standards and models. Because of this, sharing unused production capacity between companies, along with adopting a common platform of development software, could lead to a better use of assets and a healthier bottom line.

In addition, suppliers must continue to tap into government and academic resources for research and development, while also considering sharing unused patents (similar to the computer industry) as a means to generate additional income and improve the competitiveness of the industry overall.

“Between 80%-90% of patents stay dormant,” Orchard says, suggesting a patent portal, where unused patents could be posted for sale or licensing, could speed development of new technologies, reduce costs and provide additional revenue streams.
— Mike Sutton

Ward's Names Interior Winners for 2007

Ward's Automotive Group bestows “Interior of the Year” honors at an awards ceremony during the Auto Interiors Show, with General Motors Corp., Ford Motor Co., Chrysler Group and Honda Motor Co. Ltd. taking home multiple trophies.

In the new-for-2007 Economy-Priced Car category, the Honda Fit was selected by Ward's editors as having the best interior for cars under $17,000. Honda also snagged top honors for its CR-V cross/utility vehicle, which won in the Popular-Priced CUV category.

GM's Saturn Aura's interior was judged tops among Popular-Priced Cars, while the Cadillac SRX and Chevy Silverado took top honors in the Premium-Priced CUV and Popular-Priced Truck categories, respectively.

Ward's editors named Ford's Lincoln Navigator as the Premium-Priced Truck with the best interior, while the Volvo S80 was named the winner in the Premium-Priced Car group.

In specialty categories, the interior of Toyota Motor Corp.'s Lexus LS 460L large luxury sedan, which includes such features as reclining rear seats with footrests, wins for Best Overall Comfort.

Chrysler's Jeep Wrangler SUV takes home top honors for Best Brand Expression for the interior that best sums up its brand's image.

Nissan Motor Co. Ltd.'s Infiniti G35 luxury sedan is honored for the Best Interior Trim, thanks to its brushed aluminum that mimics the look of Japanese rice paper, and the Chrysler Sebring sedan wins the Best Cup Holder award for its heated and cooled receptacles.

Ward's editors selected the 11 winners after evaluating the interiors of 34 models over a 2-month period on the basis of eight criteria: material selection; ergonomics; driver information; safety; overall value; comfort; fit and finish; and aesthetics and design harmony.

Ward's also opened up the voting to the auto industry at the autointeriors.com website, with more than 1,400 popular votes cast.

In industry-at-large balloting, three of the winners mimicked Ward's choices: the Saturn Aura (Popular-Priced Car); the Cadillac SRX (Premium-Priced CUV); and the Chevy Silverado (Popular-Priced Truck).

Online voters, however, selected the Dodge Caliber in the Economy-Priced Car category; the Saturn Outlook in the Popular-Priced CUV group; and the Cadillac Escalade in the Premium-Priced Truck category. — Christie Schweinsberg

Panel Debates Time to Call In Suppliers

Many in the auto industry say OEMs wait too long to invite parts producers to join a new vehicle program, and that suppliers could add significantly more value if only they could be involved earlier.

But how early should suppliers hop onboard?

Interiors specialist Johnson Controls Inc. generally joins General Motors Corp. vehicle programs at approximately week 120 — more than two years after design freeze, says Jeff Williams, group vice president and general manager for JCI's North American automotive unit.“I think there is an opportunity for us to be involved even earlier,” Williams says at the Auto Interiors show.

“We're involved in about week 120,” he says. “If we pulled that ahead ever so slightly, I think we could — before the vehicle architecture is defined — afford some additional opportunities in technologies with GM,” he says in a special panel session focusing on GM's purchasing strategy for vehicle interiors.

Joining Williams on the panel was a GM Global Engineering representative who says there is a “natural progression” to designing a vehicle, and it makes no sense to bring suppliers to a vehicle program before they are needed.

“To have the supplier involved too early is wasteful, quite frankly,” says Jeffrey Boyer, executive director-GM North America Interior Engineering.

“The supplier is spending resources — time and money — and if we're not at the stage in vehicle development where we're ready to have that discussion, there's no sense having them on board waiting,” Boyer says.

However, he doesn't rule out earlier supplier involvement in future GM interior programs. Boyer says GM is defining its vehicle interiors earlier than ever before.

Ray Scott, president of Lear Corp.'s North American seating unit, says GM is making great progress aligning its purchasing and engineering priorities.

Too often in the past, Scott says, GM's purchasing and engineering arms worked at cross-purposes, causing needless frustration and choking effective product development.

GM is much clearer in its demands of suppliers, Scott says. “If you don't understand the priorities, you haven't been paying attention, you haven't been involved,” he says. “I've seen continuous improvement over the last three to five years.”
— Tom Murphy

Premium Doesn't Always Mean Expensive

Everyone has his own ideas as to what makes for a luxurious car interior, but automotive consultant Robert Eller has a list.

He also has a list of what premium auto makers shouldn't put inside their occupant compartments.

If you charge $40,000 or more for a vehicle, avoid interiors with glossy plastics “that look like plastics,” visible airbag seams and 2-tone colors, Eller, president of Robert Eller Associates Inc., says at the Auto Interiors Show.

Although he advises against bi-color schemes that look good on golf shoes but not in luxury cars, he's against the all-gray interior look, as well.

During a panel discussion on creating premium interiors, Eller says the latest up-and-coming premium interior color is piano black, a glossy hue that's gaining popularity in Europe.

Luxury materials need not cost a fortune, says Robert Brooks, executive director of supplier Draexlmaier System Technology North America. What's more important is that the materials exude craftsmanship, “like fine furniture in a home,” he says. “The process of installing the material can be more important than the material.”

For example, stitching on premium leather is inferior to French stitching on regular leather, he says, influencing purchase decisions.

Draexlmaier offers a variety of wood trims, including ash, walnut, oak, birch and bamboo. Grain matches are important, but the darker the color, the harder the match, he says.

He points to the '07 Cadillac SRX as an example of “an elite level of craftsmanship” using Pommele Sapele African wood to achieve “quite a premium look.”

Consumers are conditioned to expect premium offerings in virtually every automotive segment, says Nik Endrud, director-marketing and benchmarking for Faurecia North America Inc.

The new Saturn Aura features an interior with a premium look, yet “proves a premium interior need not be expensive,” he says. “Saturn as a brand is moving in that direction.”
— Steve Finlay

Auto Makers Strive to Personalize Interiors

Well-executed auto interiors are just the ticket for entry in today's competitive sales market, as more consumers than ever demand customized cabins to make a vehicle feel uniquely theirs.

And it's not just Baby Boomers that are driving this trend. It also is the so-called Echo Boomers generation, those car buyers just coming into driving age, that are demanding unique rides, says a panel of experts at the Auto Interiors Show.

But the two demographics are seeking entirely different things, says Erich Merkle, director-forecasting, at IRN Inc. “As (Baby) Boomers age, re-configurable interiors and comfort are more important,” he says. “With Echoes, think color for personalization — pinks, icy greens and blues and even flames. I see all of these coming in cars.“

One of the best opportunities for auto makers and suppliers to customize vehicle interiors at a low cost is through the use of lights, panel experts agree. Many auto makers, such as Ford Motor Co. with its Mustang, already are using lighting to personalize the passenger cabin.

This trend is apparent in many concept cars, as well, including the Mazda Ryuga shown at this year's North American International Auto Show in Detroit.

“(The) Ryuga (uses) lighting materials to provide a clean canvas to the individual who has the vehicle,” says Teresa Spafford, color and trim lead designer, Mazda North American Operations. “When you turn (the lights) on, the character of the person comes out.”

Two other Mazda concepts — the Kabura and Nagare — explore other mediums. The Kabura features four seats with no two alike, ignoring the rules of symmetry designers generally follow. The Nagare places the driver front and center.

Toyota Motor Corp. is a forerunner in personalized interiors with its youth-oriented Scion brand, which offers many accessories at dealerships.

Alan Schneider, project chief designer at Calty Design Research Inc., a subsidiary of Toyota, points to the Scion Fuse concept as an indication of the direction the auto maker is going in terms of personalized interiors.

The Fuse was designed to combine a sporty coupe with the lifestyle of its owner. For example, it provides a selectable meter display with which the driver can choose from three different gauge configurations. The concept also features an icon-controlled instrument panel, providing intuitive control much like Apple's iPod MP3 player.

One concept that continues to garner media attention is the Chevrolet Volt, also shown at this year's Detroit auto show. While the Volt is known for its plug-in hybrid/electric drivetrain, its interior is equally unique.

“We wanted (the Volt) to be less of an appliance and create more of an emotional connection (with consumers),” says Therese Tant, Volt lead designer for General Motors Corp. “We wanted seamless connectivity, with a simple interface and maximum flexibility.”
— Byron Pope

Ford Research Targets All Demographics

For some time, Ford Motor Co. engineers have donned specially designed suits to better understand the needs of two special customer groups — the “Third Age” elderly and pregnant women.

But the auto maker now is discovering that vehicle innovations and features designed to improve ergonomic accessibility for those groups is paying dividends for everybody else, too.

Eero Laansoo, an ergonomics engineer for Ford's Human Factors Engineering, points to several now widely used features, such as adjustable pedals and cameras to assist in reversing, as improvements that help aging customers, in particular.

Laansoo demonstrates the features with a young person wearing Ford's “Third-Age Suit,” which simulates arthritic joints, less muscle strength and restricted vision — and makes the wearer feel 30 years older.

The assistant shows how reach-through handles make it easier to open doors, cameras eliminate the need to look over one's shoulder and a new “capless” fuel filler eliminates the struggle with the plastic gas cap when refueling. The capless fuel filler, launched in the high-dollar Ford GT supercar, will hit mainstream Ford vehicles for the '09 model year.

Meanwhile, another male assistant at Laansoo's presentation dons the “Empathy Belly,” a strap-on vest with a bulging, lead-filled tummy that simulates 20 physical symptoms and effects of late-stage pregnancy.

Laansoo says Ford engineers developed new counterbalanced folding seats and power-assist features to make it easier for pregnant women to use a vehicle.
— Bill Visnic

Regulations, Awareness Causing Interest in Green Interiors

Spurred in part by Hollywood, auto makers and suppliers are beginning to see increased interest in environmentally friendly interior materials.

“We had a resistance from our clients to go green, or there was a lack of awareness” of environmentally friendly interior materials, Carol Kordich, lead designer for Ford Motor Co.'s sustainable materials development, says of the prevailing attitude during her career as an interior designer in the late 1980s.

But now, with movies such as Al Gore's “An Inconvenient Truth” and the growth of the organic food industry, as well as increased use of natural or recycled fibers in clothing, all things green are in vogue, Kordich says at the Auto Interiors Show.

One of the hottest eco-friendly interior materials is soybeans, which in the form of soybean oil can be used in place of petroleum polyols to create foam for headrests, armrests and seat cushions.

On average, 30-40 lbs. (14-18 kg) of petroleum-based foam is used in every vehicle interior, says Ash Galbreath, director-foam and comfort engineering for seat producer Lear Corp.

Using soybean-derived materials in automotive applications is not new, Kordich and Galbreath remind attendees. Henry Ford experimented with plastics and textiles made from soybean oil in the 1920s and 1930s.

Lear has created what it has dubbed “SoyFoam,” expected to be used in an '08 production model.

Galbreath says using soybean oil in place of petroleum is advantageous because soybeans are 100% renewable and can be grown on a local and global level, plus 0.07 oz. (2 g) of carbon dioxide are removed from the atmosphere per 0.04 oz. (1 kg) of soy polyol vs. the 7.7 lbs. (3.5 kg) of CO2 that are added with the same amount of petroleum polyol.

Another advantage is the relatively stable cost of soybeans vs. petroleum.

Galbreath says Lear was granted “material readiness approval” by Ford earlier this year for SoyFoam. Ford, along with Renosol Corp., Bayer Corp., Dow Chemical Co., Urethane Soy Systems Co. and the United Soybean Board-New Uses Committee, was involved with the development of SoyFoam, he says.

Basalt, essentially volcanic rock, is another green material gaining steam.

Azdel Inc., a joint venture of GE Plastics and PPG, makes a product it calls VolcaLite, which is used in the headliner of the current-generation Acura MDX cross/utility vehicle.

Basalt mineral fibers are combined with polypropylene resins to create the substrate, which Frederick Deans, market leader for Azdel's glass mat thermoplastics business, says is attractive to Japanese OEMs because of end-of-life regulations in Japan, which require vehicles to be recycled.

Because 70% of all the fiberglass in a vehicle is typically in the headliner and fiberglass melts when incinerated, clogging the furnace and leading to fines, it makes sense for Acura-maker Honda Motor Co. Ltd. to be interested in alternative materials, such as basalt, Deans says.

“Right now, it's all Eastern European-supplied,” Deans says, estimating that currently there are just 5,500 tons (5,000 t) of total volcanic material available globally.

Basalt is everywhere, but new supply sources must be developed to meet the coming demand for the material, he says.

Green materials aren't necessarily invisible to consumers. Kordich says Ford's '08 Escape Hybrid is the first U.S. production vehicle to have 100% post-industrial yarn in its seat fabric, which is estimated to conserve 600,000 gallons (2.3 million L) of water annually, as well as 1.8 million lbs. (816,000 kg) of CO2.

Old-fashioned materials such as animal wool and hair also are possibilities for today's green interiors. Mercedes-Benz taxis in Europe have used hair as a sound-absorbing material for years.
Christie Schweinsberg

Power Study Says Customers Want Touch Screens

Vehicle owners are getting touchy-feely about touch screens: They want more of them.

Mike Marshall, director-automotive emerging technologies for J.D. Power and Associates, says customers overwhelmingly prefer the direct simplicity of inputting information from a touch-screen interface.

J.D. Power's 2006 Navigation Usage and Satisfaction Study, the results of which were revealed at the Auto Interiors Show, simultaneously damns navigation systems with compromised functionality.

Power says customer satisfaction with multimedia systems that do not incorporate navigation systems was measured in 8.76 problems per 100 vehicles. But for multimedia systems with navigation, dissatisfaction is decidedly more evident at 24.01 problems per 100 vehicles.

The results prove features such as navigation that do not demonstrate good functionality and usability have a negative impact on customer satisfaction, Marshall says.

When queried about what sort of human-machine interface is preferred for navigation, respondents overwhelmingly chose touch screens. As many as 45% indicated they preferred touch-screen interfaces, while dial/knob controllers, such as BMW AG's infamous iDrive, score a barely visible 2% to 3% preference.

Equally telling, a majority of vehicle owners with dial/knob-type controllers said they wanted a touch-screen HMI for their next navigation system.

But while it is tempting to assume the study results might lay the groundwork for the demise of iDrive-type HMI, Marshall tells Ward's the question only pertains to how consumers want to interact with the navigation system — not necessarily all the other multimedia or vehicle-control systems, such as heating, ventilation and air conditioning.

“Consumers want multiple methods of entry” to various vehicle systems he says, including steering-wheel controls and voice-command systems, adding that the latter still need refinement.

Other results in the study indicate 16% of all reported problems with new vehicles are HMI-related.

A surprising 20% of study respondents said they would go so far as to buy a different brand of vehicle if the navigation system they preferred were not available.
— Bill Visnic