TAF PUBLISHING

Sustainability is regarded as the keyword of the 21st century. The topic of resource conservation is now more relevant than ever. Above all, the automotive industry, which is the most important industry in terms of turnover and the growth engine for Germany, has to deal more intensively with sustainable development and the associated effects and challenges. Automotive manufacturers are under pressure to comply with both political guidelines and internal specifications and constantly changing individual customer wishes. For the automotive industry, electric motors, lightweight construction, and CO2 emission reduction are key issues. Nevertheless, the car’s interior cannot be ignored. After all, the interior is the part of a car most frequently seen by the driver and must therefore be practical, aesthetically pleasing, and at the same time weight saving. The use of natural fibers as alternative materials in the interior plays an important role and further steps towards greater sustainability. Consequently, the following research question arises: How do the three pillars of sustainability (economical, ecological, and social issues) influence automotive interior development at volume brand and premium brand manufacturers, and how do customers accept sustainable solutions? The contribution focuses on premium and volume brand manufacturers and identifies significant differences between both customer groups. Based on a literature review on sustainability in the automotive industry, previous efforts to increase sustainability in the automotive interior are highlighted. Subsequently, an empirical study is used to determine the expectations on the customer side regarding more sustainability in the automotive industry in general and in the interior sector in particular and to derive corresponding challenges and potentials for original equipment manufacturers and suppliers. The empirical study is based on an online survey with randomly selected persons via social media. The survey was conducted via Survey monkey. All persons with a minimum age of 18 years were considered. Almost 400 participants fulfilled the desired characteristics.