Article Summary

Learn how human-machine interface technologies are transforming vehicle interiors, from digital displays and voice assistants to hybrid controls. Discover what consumers value, what they’ll pay for, and how HMI trends are shaping cockpit design and software strategy in 2025.

As vehicles become increasingly digital, the in-cabin experience has emerged as a key battleground for automakers competing for consumer loyalty. From expansive touchscreens to intelligent voice assistants, in-vehicle human machine interface (HMI) technologies now shape how drivers interact with their cars—and how they perceive brand value.

With consumers expecting seamless, intuitive and personalized interfaces, OEMs face rising pressure to understand what truly resonates inside the cockpit. That’s why insights into how people prefer to tap, swipe, speak or simply press a button matter more than ever.

What is human machine interface?

Human machine interface (HMI) defines how drivers interact with vehicle systems. It encompasses the software, displays and physical controls that allow drivers to operate and monitor vehicle functions safely and intuitively. Understanding these interactions is critical, which is why S&P Global Mobility’s 2025 survey explores consumer preferences and willingness to pay for different HMI programming across key global markets.

Consumers’ willingness to pay for HMI

S&P Global Mobility’s 2025 annual consumer survey results show that branded audio systems and driver monitoring technologies are the most desirable in-vehicle features, with respondents willing to pay a premium of $339 for branded audio—the highest among all features—while wireless charging ranks lowest at $261. Rear-seat entertainment, side camera mirror replacements and infotainment navigation using augmented reality (AR) also score highly.

Consumer sentiment shapes HMI programming and cockpit software design

Globally, consumers favor HMI software features that enhance audio quality, safety and entertainment, reflecting the trend toward cockpit digitization. Advanced driver monitoring, AR navigation and digital displays are increasingly in demand. But the desire for hybrid interfaces that combine touchscreens with physical controls remains strong.

While consumers favor large central displays, instrument clusters remain crucial for viewing vehicle status and safety information, with 65% of respondents valuing them even when head-up displays (HUDs) are available. Gesture recognition ranks as the least preferred input method.

For HUDs, consumers most value navigation guidance, vehicle performance data and collision warnings. They prefer center stack displays for entertainment, communication and navigation, and instrument clusters for vehicle and driving status. Consumers prefer spoken feedback mainly for phone calls and messaging, especially millennials.

Key consumer sentiment report findings


Hybrid interfaces: 
Nearly half (48%) of global respondents prefer a combination of touchscreens with physical buttons or knobs. Touchscreens are widely popular, with 74% finding them desirable, with high interest shown in Brazil, China, and India, and lower interest in Germany and the UK.

Smartphone integration: 
More than 70% of respondents favor Bluetooth for calls and audio streaming. Many use smartphones for navigation, mainly via in-vehicle touchscreens (67%) or voice controls (64%), and 66% are interested in using smartphones to unlock, start and drive vehicles, particularly in mainland China and India.

Speech recognition & VPAs: 
Eighty percent of respondents use speech recognition at least occasionally, favoring smartphone-based platforms (40%) over automakers’ solutions (35%). Usage is highest in mainland China and India, lower in Japan and Germany.

Popular virtual personal assistants (VPAs) include Amazon Alexa, Google Assistant and local brands in mainland China like AliGenie and Baidu Duer. Navigation, phone and infotainment commands are the most desired speech recognition features (90%+). Other valued features include climate control, smart home integration and customizable wake words.

Digital keys: 
Consumers are interested in digital vehicle access, with 66% wanting to unlock and drive via smartphone and 66% open to sharing digital keys. Preferences for providers vary, with Indian respondents showing the strongest interest in phone manufacturer solutions.

Chart displaying consumer willingness to pay for in-vehicle features and technologies

Safety concerns reshape HMI software and interface design

The survey results align with global trends recognizing that replacing physical buttons with touchscreens increases driver distraction. Euro NCAP’s stance reflects research showing that taking one’s eyes off the road for just two seconds can cause a crash, and touchscreen operations can divert attention for anywhere between five and 40 seconds—enough to cover several hundred meters at highway speeds. 

The 2026 Euro NCAP update emphasizes usability. Under the new rules, vehicles will lose points if essential functions are hidden in digital menus, while top scores require physical, tactile buttons for core operations like the horn, indicators, hazard lights, wipers and emergency SOS, which must be clearly visible and usable without looking away from the road.

This shift is expected to pose a challenge for most automakers, which have focused on touchscreens for aesthetic and economic reasons and are now revising their designs to incorporate physical controls. For drivers, the return of physical buttons should make vehicle operation more intuitive and enhance safety. 

Human machine interface outlook: Balancing innovation, safety and usability

Overall, the survey highlights a strong global preference for hybrid HMI setups, the enduring importance of instrument clusters and diverse regional attitudes toward the value of cockpit digitization. 

Consumers value a mix of touch and voice controls, seamless smartphone integration and flexible access solutions. However, regional differences persist, emphasizing the need for localized approaches to human machine interface and cockpit digitization strategies.

Discover the full 2025 HMI Consumer Insights

The 2025 S&P Global Mobility HMI Consumer Study 
provides comprehensive insight into consumer sentiment across major global markets about in-vehicle technologies, including touchscreens, smartphone integration and speech recognition, as well as willingness to pay for advanced cockpit features.

Based on responses from 8,023 vehicle owners across the US, UK, Germany, mainland China, Japan, South Korea, India and Brazil, the consumer sentiment report helps OEMs and suppliers understand where consumers see value, what they are willing to pay for and how preferences vary by region and demographic.

The findings offer a robust foundation for prioritizing HMI investments and shaping future cockpit strategies. As hybrid interfaces gain favor and regulatory pressure brings usability back into focus, these insights can support more informed design, pricing and feature decisions.

To explore the full findings, access the full reports:

Consumer Views on Cockpit Displays & Outputs
HMI Tech: What Buyers Will Pay For

This article was published by S&P Global Mobility and not by S&P Global Ratings, which is a separately managed division of S&P Global.

Content Type

 

Article

Theme

Automotive Consumer Trends

Series

BriefCASE