June 24th, 2008 at 8:00pm
Listen to this story:
When people get into a car, you know what conveys quality and craftsmanship more than anything else? Well, you’re not going to believe it.
Over at Visteon they did some heavy-duty research to learn what people perceive that reflects quality. They wanted to know what part of the interior conveys craftsmanship more than any other part.
And what they found is that people focus in on the door trim panel more than anything else — more than the steering wheel, or dashboard or console or seats. It’s all part of what Visteon calls brand halo quantification. That is, how you quantify what parts of the car can put a halo on the brand.
And what they learned out of this is that they can recommend to automakers the kind of materials and technology to put on their door panels to make customers believe it’s a really top-quality car.