In Conversation with Luke Miles: Beyond the badge - the future of car interior design P2

LM: Are car brands currently too reliant on logos for brand loyalty? and if so, what is holding them back from deeper brand differentiation?

SC: We need to understand why consumers choose a particular car or brand. Is it because the vehicle aligns with their values and the image they want to project? If so, could brands take this even further, allowing consumers to express their individuality in a more meaningful way?

Rather than just placing a logo on a car, what if brands created experiences that truly reflect personal identity? This wouldn’t just enhance a sense of ownership, it would elevate both the consumer and the brand, growing together in a way that seamlessly integrates with our connected lives.

In recent years, consumers have become less focused on a car's badge and more concerned with the overall experience - how it fits into their lifestyle and the value it offers. This shift is reflected in the growing success of brands like Kia and Hyundai, which have significantly improved their perception over the past decade in the UK and Europe.

Our recent in-depth study across five major airlines revealed that feeling valued and experiencing an emotional connection are now the top drivers of brand loyalty. We expect this trend to extend into the automotive industry, where emotional engagement and customer experience will play an increasingly vital role in building long-term loyalty.

LM: Could a future car interior feel more like a first-class airline cabin or a high-end lounge?

SC: Absolutely - The future of automotive travel will redefine comfort, allowing passengers to experience a level of luxury akin to a first-class aircraft seat, where personal space, relaxation, and tailored amenities are seamlessly integrated into every journey. Or even pushing beyond this the interior should feel like a space akin to a spa or hotel not just an airline seat – especially as we move through the different levels of autonomy.   

LM: How does a hospitality-first mindset change the way designers and product design studios think about the car as an experience rather than just a product?

SC: A hospitality mindset will need designers and product design studios to shift from a focus on a single object, how it looks and feels in isolation, to a seamless flow of carefully orchestrated Signature Moments and Experiences.

Our goal is to bring this philosophy to the automotive world, ensuring every interaction feels intentional and immersive. From the first conversation with a sales representative to exploring the website, from the experience inside the car to moments beyond it, every touchpoint should reflect the brand’s essence, creating a journey that feels effortless, engaging and unforgettable.