Frost & Sullivan: Truck Cabin Styling Becomes Popular as OEMs in Western Europe Look to Personalise Driving Experience

- Investments in R&D for cabin design expected to increase

LONDON, May 22, 2013 /PRNewswire/ -- For the past three decades heavy commercial vehicle (HCV) manufacturers in Western Europe have consistently introduced superior driver comfort, convenience, safety, and entertainment features in trucks. As their truck cabin styling strategies evolve, providing a personalised driving experience through advanced human machine interfaces (HMIs), driver assistance systems (DAS) and improved connectivity will gain prominence.

New analysis from Frost & Sullivan (http://www.automotive.frost.com), Strategic Assessment of Truck Cabin Styling Strategies of Major HCV OEMs in Western Europe, finds that larger cabins, especially in the high-roof sleeper cab and low-entry day cab segments, offer huge growth potential. Lane departure warning, forward collision warning and tire pressure monitoring systems will become popular by 2015, while driver assistance systems such as reverse parking assistance and night vision will also gain traction.

"Increase in the average age of skilled drivers and general awareness on health necessitates driver-friendly innovations in cabin styling," said Frost & Sullivan Automotive and Transportation Senior Research Analyst Chandramowli Kailasam. "The proliferation of electronic devices in truck cabins too has heightened the need for leading European HCV OEMs to reduce driver distraction and enhance performance."

The recruitment of inexperienced drivers to make up for the shortage of drivers will further escalate the dependency on advanced safety systems. Hence, the introduction of connectivity-driven safety technologies such as vehicle-to-vehicle and critical event alert systems through telematics, along with improved ergonomics, is likely.

As the rising number of these technologies in cabins leads to space constraints, advancements in HMI will be crucial to optimise space. Major OEMs are working on the incorporation of triple-layered HMI, including text-to-speech, multi-screen capability, intuitive touchscreen displays, and personal device integration.

OEMS must also upgrade the current electrical and electronic architecture to handle the spiralling need for energy and the addition of new devices. Moreover, a common protocol will reduce product development lead times and costs, and build a platform for future innovation in Western Europe.

"Investments in research and development for cabin design are expected to increase, and the creation of branded apps will bring in a new revenue stream for OEMs in the region," recommended Kailasam. "Strategic partnerships will help tier-1 suppliers secure their business and OEMs ensure software compatibility."

If you are interested in more information on Frost & Sullivan's research Strategic Assessment of Truck Cabin Styling Strategies of Major HCV (M91C-18), please send an e-mail to Katja Feick, Corporate Communications, at katja.feick@frost.com, with your full contact details.

Strategic Assessment of Truck Cabin Styling Strategies of Major HCV OEMs in Western Europe (M91C-18) is part of the Automotive & Transportation Growth Partnership Service program. Frost & Sullivan's related research services include: Global Low-cost Truck Market, Class 4-8 Truck Safety Technologies Market in North America, Class 6-8 Natural Gas Truck Market in North America, Global Bus Rapid Transit Systems Market, Chinese Hybrid and Electric Transit Bus Market, and Medium-Heavy Hybrid and Electric Truck and Bus Market in China and India. All research services included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.

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