Post-Pandemic, In-Car Experience Matters...Interior Design Rises as a Deciding Factor in Car Decisions
Peugeot introduced the Eye-Cockpit concept more than a decade ago, redesigning the entire interior around the driver
Peugeot 408 enhances driving comfort with new digitised and modernised eye-cockpit
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Car interiors have been a hot topic of conversation recently, and the Peugeot 408 is targeting customers looking for a different kind of 'personal space' with its evolved 'i-Cockpit®'.
Just as the COVID-19 pandemic has led to a significant increase in interest in interiors as people spend more time at home, the purpose of the car is evolving. Consumers are increasingly looking for more than just a means of transport, but an experience in the car.
In fact, a report by global consulting firm McKinsey & Company, "The future of interior in automotive," predicts that by 2021, the in-car experience will outpace engine performance, exterior design, and powertrain as the primary purchase driver in the automotive market.
In the same year, automotive research firm Consumer Insight echoed the same sentiment. Consumer Insight's comparison of the "key reasons for buying a car" (KBF) from 2016 to 2020 showed that the number of respondents who cited exterior styling as a key reason for buying a car in 2020 decreased by 3.41 TP3Tp compared to 2016, while the number of respondents who cited interior styling increased by 10.11 TP3Tp. Consumer Insight analysed that "consumer interest in exterior style is shifting to the emotional dimension of seeking and experiencing comfort."
While the demand for automotive interiors has only recently begun to grow, Peugeot was an early pioneer in driver-centred interior design, introducing the I-Cockpit in 2012, an interior concept that breaks away from the conventional car to offer drivers a different experience and enjoyment.
Peugeot's unique i-Cockpit concept features an ergonomic structure inspired by aeroplane cockpits. It is based on three fundamental elements: a compact steering wheel for better driving feel and optimal handling, a display positioned high up so that the driver can see all driving-related information while keeping his eyes on the road, and a large central touchscreen with improved accessibility and visibility so that the driver can easily manage the vehicle's key functions.
Peugeot first introduced the i-Cockpit on the first-generation 208 in 2012, revolutionising the driving position, which has been one of the slowest to change in automotive history. By adopting the i-Cockpit concept, Peugeot not only maximised driving fun and comfort, but also enhanced safety, significantly improving the driver's in-car experience. The i-Cockpit concept has since been rolled out across the Peugeot range and has become a distinctive feature of the Peugeot brand.
The i-Cockpit concept, which has been constantly evolving in response to customer needs since its debut, has been modernised and further developed in the Peugeot 408, which was launched in Korea last year. It features a compact D-cut steering wheel, a head-up 3D cluster and a central touchscreen for greater operational comfort. The infotainment system, i-Connect®, with its 10-inch high-resolution screen, is highly responsive and usable. The i-Toggle display (available on GT trim), located below the centre infotainment screen, is arranged like an open book for a different aesthetic. It provides intuitive control of climate, phone, media and more, and can be configured to suit the driver's preferences.
The Peugeot 408's cabin itself is also very driver-focused, with a range of technologies and a clean layout that makes for a comfortable journey. The driver's seat has a low driving position and the steering wheel reflects the saloon's agile handling characteristics, while the cabin features high-quality materials throughout, including Nappa leather seats with stitching accents. Other features include ambient LED lighting in eight colours, Clean Cabin (available on GT trim) to keep the cabin air quality fresh, massaging front seats, Apple CarPlay and Google Android Auto.
Meanwhile, the Peugeot 408 with the latest Eye-Cockpit is priced at £42.9 million for the Allure trim and £46.9 million for the GT trim.