Say goodbye to the rough times, high-quality automotive interior car companies to win competitive advantage

December 07, 2022

As China's auto market continues to mature, consumers are increasingly demanding cars. In addition to the previous requirements on appearance and power, the interior layout of the car and even the details of the interior have become an important factor to consider when consumers purchase a car. Japanese and South Korean automobiles are favored by exquisite interiors. People in Europe and America even take rough routes abroad, and in the process of localization, Chinese consumers are also encouraged to optimize and upgrade their interiors.

Although many local car companies in China are paying more attention to car interiors, they still need to admit that the current state of development of domestic car interiors is not satisfactory. Many models look beautiful and the interiors are rough, giving people a feeling of cheapness. JDPower’s China General Manager Mei Songlin said in an interview with reporters that some consumers often locate a brand or car company through perception of the car interior. Therefore, the importance of the interior for auto companies is self-evident.

Due to the increasingly fierce competition in the domestic auto market, car companies are often willing to bet more costs in the aspect of automotive design and power system upgrades, and the automotive interior is in a neglected position. However, from the complaints on the quality of automobiles in the past two years, it can be seen that cases concerning complaints about car interiors are gradually increasing. Including the interior mold, degumming, cracking, discoloration, abnormal sound and irritating odor, etc., especially in irritating odor complaint cases.

Light weight, safety, and environmental protection are becoming new trends in the automotive industry. Therefore, they have also become the downstream suppliers, including interiors and materials suppliers actively doing their homework. BASF, a German chemical company, proposed at the 2013 Chinaplas show that it will use lighter-weight automotive plastics in the future to help auto companies achieve their goal of lightweighting. At the same time, various types of automotive interior suppliers stated that they will further optimize the manufacturing process and increase investment in R&D, thus keeping pace with the development pace of the automotive industry. These include the focus of current consumers - the environmental protection of automotive interiors.

Since 2012, there has been a noticeable increase in domestic consumer complaints regarding car odors, including some luxury brands, which in turn has led to concerns about car interior safety. According to Song Guangsheng, director of the National Indoor Vehicle Environmental Quality Inspection Center, automotive interiors are one of the main sources of indoor air pollution. Therefore, controlling raw materials is an important way to achieve a healthy interior environment. Shanghai Kumho Reli Plastics Co., Ltd.'s product, Plastic Cleaner®, has been developed from time to time and provides consumers with a reliable solution to the safety of air in the vehicle. Plastic Kosher® is currently the most environmentally friendly automotive interior plastic. In addition to its application on Volvo S60L models, this model has also been favored by GM, Ford and Volkswagen.

Whether it is the increasingly fierce external competitive environment or the increasing demand from consumers, car companies must clearly realize that automotive interiors have already bid farewell to the rough past and are moving towards a new trend of environmental protection and safety, which means that they have neglected Car companies investing in car interiors must make changes.

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Author:

Mr. Liu Keda

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syzdhx@163.com

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