Despite a general awareness of the expectations and requirements of drivers and passengers, vehicle manufacturers and designers are overlooking their basic storage needs, particularly for small items, according to the J.D. Power and Associates 2009 Vehicle Interior Needs Study released.

The inaugural study provides an assessment of unmet feature and storage requirements based on the voice of the customer, and is intended to provide manufacturers and suppliers with insights on customer seating and storage preferences to assist them with creating appealing vehicle interior designs.

“Manufacturers have done a fine job of creating adaptable, open cargo space for transporting large items by implementing flexible seating arrangements,” said Carolyn Etzel, director of product solutions at J.D. Power and Associates. “However, drivers and passengers have a particular need for functional, dedicated, accessible space for storing small, everyday items such as mobile phones. While automakers often provide generic storage compartments for these objects, providing specially designed spaces that allow drivers and passengers with easy visibility of and access to their personal items can truly delight customers.”

For example, the study finds that the first-row console bin/armrest is the most in-demand storage location in the vehicle—seven of the most common items that drivers and passengers bring to vehicles are primarily stored in this area. However, according to the J.D. Power and Associates 2008 Interior Quality and Satisfaction Study,^SM consumers are largely dissatisfied with the design and functionality of this storage area.

“The location of the first-row console bin makes it prime real estate for accessible storage, but because consumers use this space as a catchall for a myriad of items, the design and organization of the space is of primary importance,” said Etzel. “Not only should the console provide ample storage space, but items placed within it should also remain easily accessible and not require users to fumble and dig to retrieve their belongings.”

The study also finds that, among 35 storage options examined, a dedicated holder for a mobile phone—the item that drivers and passengers most often bring into vehicles—is the most important unmet storage need for consumers. Currently, most consumers stow their mobile phone in the first-row console bin/armrest or the first-row cupholder.

“Given how frequently drivers and passengers bring mobile phones into vehicles, it’s somewhat unexpected that a mobile phone holder is a storage need that has yet to be addressed widely by automakers,” said Etzel. “This a need that is common across various vehicle types and consumer demographic groups. Therefore, manufacturers and suppliers have a sizable opportunity to increase interior usefulness for a large customer base.”

While some storage needs are universal, the ability to also personalize storage to meet the needs of certain demographic groups is an important consideration for vehicle manufacturers. For example, nearly 94 percent of women say they bring a purse into their vehicle either every day or a few times a week, and 61 percent of the time the purse is stored on the first-row passenger seat, which is not necessarily the most convenient location.

“Providing dedicated storage for purses would help to alleviate inconvenience for a very sizable and important group of vehicle owners,” said Etzel. “As manufacturers and suppliers refine storage design, considerations such as these provide notable opportunities for increasing vehicle appeal.”

The 2009 Vehicle Interior Needs Study is based on responses from more than 6,000 consumers who purchased or leased a new vehicle between 6 and 24 months of ownership. The study was fielded in January and February 2009.

Courtesy: J.D. Power and Associates

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Posted by Naresh Koshti on 2 May, 2009 12:07:21 PM IST #