AutoTechInsight
2025 HMI Consumer analysis: Which features are worth the money? Consumers weigh in on HMI tech
To understand consumer sentiment toward S&P Global Mobility forecast technologies, the Connected Car and Consumer Insights research teams conduct an annual consumer survey in key markets around the world.
By asking vehicle owners of certain model years a series of questions to gauge preferred input/output modalities and willingness to pay for specific in-vehicle technology, S&P Global Mobility analysts can extract key factors that explain an application’s feature desirability score and how much consumers are willing to pay for it.
The 2025 Human-Machine Interface (HMI) Consumer Survey asked nearly 8,000 participants around the world questions regarding in-vehicle HMI and overall user experience, to understand feature preferences, as well as their willingness to pay.
The desirability of in-vehicle features closely aligns with their actual experience. Results this year were surprising, showing that driver monitoring and augmented reality HUD are the most experienced and desired features, likely due to their increasing popularity. Navigation with intelligent routing platform, touchscreens, voice recognition, wireless smartphone charging are some of the other features that are among the most experienced and desirable.
In terms of willingness to pay, branded audio system, like in the past two years, again emerged as the top feature for which respondents were willing to pay the highest average price worldwide.
