John's Journal: John McElroy's multimedia blog about the automotive industry

AUTOMOTIVE INSIGHT: Door Panels Convey Quality

June 24th, 2008 at 8:00pm

As heard on
WWJ Newsradio 950

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.

4 Comments to “AUTOMOTIVE INSIGHT: Door Panels Convey Quality”

  1. Tom Martin Says:

    I’m surprised it’s number one, but door panels are very important to me. I prefer touching leather and a solid structure.

    For example, one of the things I disliked about the Prius was the cheapness of the door panels — especially the back doors.

  2. Levitra Says:

    Hello! Personally I fully agree with recent comments.

  3. Lawrence Says:

    Who hasn’t gotten that creepy uncomfortable feeling after running their hand over the door handles/grips, re: poor tactile quality of unfinished vinyl castings?
    And can’t the door panel vendors talk to the ip vendors, so we don’t have to stare at a color mismatch, all the worse on sunny days?

  4. carwadshow Says:

    2009 Geneva Auto Show