By One 4 Leather

Asahi Kasei’s fifth Global Automotive Consumer Survey, released in December 2024, has unveiled transformative insights into the future of fully autonomous vehicles. The survey, conducted across four major automotive markets—Japan, China, Germany, and the United States—focuses on consumer expectations, technological trust, and the growing importance of sustainability. It highlights how car interiors and user preferences will evolve in the age of autonomous driving.

Evolving Interiors for Autonomous Living

The survey positions fully autonomous vehicles as mobile living spaces, allowing manufacturers to reimagine car interiors. Consumer input suggests a strong preference for functional yet comfortable designs. Silent cabins emerged as a priority, addressing the noise concerns commonly associated with battery electric vehicles (BEVs). While BEVs are quieter than traditional cars with internal combustion engines, external sounds like wind and type noise are more pronounced. A tranquil environment is increasingly essential for activities such as listening to music, engaging in conversations, or simply unwinding during a commute.

The survey highlights that comfortable seating is the top priority for car users globally, emphasised by 63% in Germany, 70% in the USA, 72% in China, and 59% in Japan. As autonomous vehicles evolve into mobile living spaces, seating quality directly influences the user experience during commutes or leisure trips. Leather remains a pivotal material for achieving the premium feel, durability, and ergonomic support that consumers demand. Its natural adaptability to body contours and ability to regulate temperature make it an ideal choice for luxury and comfort, ensuring that seating meets functional needs and enhances the overall aesthetic and tactile experience of the car interior.

Trust and Safety Concerns

Despite advancements in autonomous technology, many car users remain sceptical about relinquishing complete control of the vehicle. A majority expressed a desire for manual control options, such as a steering wheel and brake pedal, to ensure a sense of security. The survey found that two-thirds of respondents in Germany, the USA, and China would still actively monitor traffic even in autonomous mode, preferring this to leisure activities like watching movies or gaming. These findings underline the need for safety and trust to be central to the design of autonomous cars.

Sustainability in Focus

Sustainability perceptions vary significantly across regions. While Western markets emphasise recyclable materials and eco-friendly production practices, consumers in China and Japan prioritise drivetrain technology as the hallmark of a sustainable vehicle. Across all markets, sustainability is becoming an integral factor in purchasing decisions, with a notable portion of respondents in Germany and the USA willing to switch car brands to align with greener manufacturing practices. This shift indicates a growing awareness of sustainability’s broader role in shaping the automotive industry.

Survey Overview

The insights stem from online interviews with 4,158 car users across Germany, the USA, China, and Japan. Conducted in collaboration with SKOPOS, a German market research institute, the survey builds on Asahi Kasei’s commitment to understanding and shaping future automotive trends. For more information on Asahi Kasei’s initiatives, visit their website.