Auto suppliers churning out innovative concepts for vehicle interiors

Suppliers are bringing innovative seats, infotainment systems and other technologies to market for electric vehicle interiors as automakers look to differentiate their models from the growing competition.

Interiors supplier Yanfeng has been developing new products, including an entire EV interior concept with no traditional instrument panel. The company's new focus was inspired by research it conducted that showed potential EV buyers expect more in the interior of an electric vehicle than a gasoline-powered one.

"You can do the same things in an ICE vehicle, and consumers might appreciate it," said Jeff Stout, Yanfeng's executive director for global innovation. "But in an electric vehicle, consumers require it.

"I can't have a traditional interior in a BEV and be successful. It's not what the consumer is expecting."

Automakers plan to roll out dozens of new EV models over the course of the decade, and many suppliers see innovative interior technologies as an important new path in the electrification market. EVs generally have fewer parts than a comparable ICE vehicle, and companies are rethinking how vehicle interiors and components can be designed to help increase cabin space.

Magna International Inc., North America's largest parts maker, has developed its Cell to Seat System, which features seats attached to rails that are integrated onto the EV battery enclosure. The seats can be moved forward and backward to a greater extent than is typical and can rotate 180 degrees. By installing them directly onto the enclosure, automakers can reduce design redundancies and the vehicle's weight, Magna said.

The technology has "resonated quite well with customers" said Joerg Grotendorst, Magna senior vice president of corporate R&D.

"It provides a huge advantage for them," he said.

Customization and simplicity are two things potential buyers seek when considering an electric model, Yanfeng's Stout said. The supplier's new EV interior concept hints at that, with such critical features as audio systems, storage and charging all integrated into a smart seat.

The supplier views simple and easy-to-use but high-tech features as a significant selling point for EVs, he said.

"What consumers are looking for is the sense of 'If I'm buying a car that has a new drivetrain, I expect the interior to be noticeably progressive,' " Stout said.

Thermal management supplier Gentherm, meanwhile, is marketing its WellSense software platform, which was developed to optimize a vehicle's heating, cooling, lumbar and seat massage features to boost driver comfort or awareness. The massages are designed for different situations, including a morning commute or a post-workout drive.

"It helps automakers to differentiate," said Nicola Gerrett, director of thermophysiology research at Gentherm. "Electric vehicles are all quiet and can all go very fast. It's not really about your horsepower or how fast it goes. If you want to differentiate, what are the experiences you can create in the vehicle?"

Continental AG, meanwhile, is hoping its new display screen will resonate with automakers and drivers alike. The company has unveiled its Crystal Center Display, a 10-inch screen using micro LED technology suspended in what the supplier calls an "artfully composed crystal body."

Continental developed the vehicle technology with Swarovski, the Austrian company renown for its crystal glass pieces, jewelry and watches. The design creates an illusion that the content being displayed is floating, Continental said.

"We want to turn the world of interior design on its head and create an innovative focal point for premium vehicles of the future — one that grabs attention and stirs emotions," Boris Mergell, head of Continental's user experience business, said in a news release. "We are moving away from the straightforward display of information and elevating it to a highly personalized user experience."

Suppliers are hoping innovative eye-catching interior technologies will help to win over automakers and the drivers who buy their vehicles.

"This is about a progressive, new way of thinking about transportation," Stout said.