May 21, 2004

By JOHN PORRETTO / Associated Press

DETROIT – Horsepower may be hip, but automakers are spending billions more dollars trying to make sure consumers don't pass over their cars and trucks because of a drab dashboard or shoddy seating.

As Americans spend longer times behind the steering wheel, vehicle interiors are becoming an increasingly important factor in the buying process. A study for DaimlerChrysler AG's Chrysler Group concluded that potential buyers' first 60 seconds to 90 seconds inside a vehicle can make or break their impression of that model or brand.

Hence the push for more refined, comfortable and modern interiors, which are designed to make drivers and passengers feel more like they're lounging at home than belted into a car or truck.

"Everyone in the industry has woken up to the fact that there are great opportunities in interior styling, perhaps more than the exterior," said David Rand, executive director for interior design at General Motors Corp., who spoke Wednesday at the 11th annual Auto Interiors Show in Detroit.

PAUL SANCYA/AP The Grammer Automotive Integrated Child Booster Seat is shown in three stages: infant seat, left; child booster, center; and adult seat. The seat is designed to support "tweeners," children weighing more than 50 pounds who have outgrown infant seats, but who are too small to properly fit within the factory-installed belt system used by adults.

"There are certain perceived quality issues on the exterior – the fit of the sheet metal, the moldings – but most perceived quality is established with the interior," Rand said. "That's where the customer really interfaces with the vehicle."

Foreign brands such as Lexus have traditionally led the pack, but Detroit automakers are spending more to narrow the gap with their Asian and European competitors.

In North America, total spending on interior items such as instrument panels and flooring and carpet has grown from roughly $5 billion in the past couple of years to an anticipated $7.5 billion this year and $10 billion by 2009, according to the automotive forecasting firm CSM Worldwide.

One of the latest products available to U.S. automakers is an integrated child booster seat developed by Grammer AG-Automotive, based in Amberg, Germany. The seat is designed to support "tweeners" – children weighing more than 50 pounds who have outgrown infant seats but are too small for standard seats. When not in use by a child, it's easily converted into a full-size seat for adults without removing any parts.

The seats are available as an option on some Volkswagens in Europe.

Another popular feature on dashboards and other interior parts is chrome-plated plastic, which suppliers say has made a comeback after giving way to solid colors for several years.

"That European style – the solid grays and blues – became boring and people wanted something with a bit of brilliance," said Donald W. Watson, a representative of General Super Plating Co. in East Syracuse, N.Y., whose clients include Chrysler, Nissan and Harley-Davidson.

Colors, fabrics, dashboard layouts and lighting all play a role, but designers say the emphasis now more than ever is integrating all the elements into an appealing setting.

A prime example of enhanced interiors is Ford Motor Co.'s new F-150 pickup, which was redesigned for 2004. While Ford still offers a version with hose-out floors, some models now feature chrome-ringed gauges, stitched interior surfaces and other refinements not traditionally associated with a pickup.

Ford says it has tripled its investment in interior development in the past two years.

"It's a whole new approach not only to the materials and colors we use, but also in how the interiors are executed," said Ford spokeswoman Jennifer Flake. "It reflects the infrastructure, the personnel and the processes."

The new F-150, in fact, was named the 2004 Truck Interior of the Year at the show. The 2004 Car Interior of the Year went to Cadillac's new XLR roadster. The voting was done online by 5,500 industry executives who pre-registered for the show.