The automotive industry is currently undergoing major changes as sustainability, urbanism, and automation become increasingly important. At the same time, rapid technological development means that in-car interfaces can become outdated quickly as user expectations evolve.
Many drivers express dissatisfaction with today’s interaction experiences, particularly the heavy reliance on screens. While digital interfaces allow flexibility, they often reduce haptic feedback and can negatively affect feelings of safety, confidence, and connection with the car. Additionally, many new electric vehicles share similar interior and exterior design features, which can feel generic and quickly dated, reducing their perceived long-term value.

This thesis proposes a future interior concept for Mercedes-Benz that blends advanced technology with the brand’s iconic heritage. The aim is to create an interior that feels recognizably Mercedes, while making new technologies more approachable and emotionally engaging.
Research methods included literature studies, interviews, and workshops with the future target audience Generation Z with a Vision in Product Design approach.
The process revealed a strong demand for flexible interiors that support different activities, this group also values offline experiences and free time as a growing luxury. VR evaluation looked at first impressions and emotional responses of participants to the concept, directly informing the design process.
The final outcome is a transforming interior for a partially autonomous vehicle, featuring adaptable seating and a central control column that supports both focused driving and social passenger configurations.
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