There’s a fascinating recent post by Sam Livingstone for Car Design Research on The Rental Car Design Flip. Livingstone says that as more cars are “shared” then the interior design will become what people care about, rather than the exterior. This is a challenge to traditional automotive design.
This interior over exterior design-flip looks likely to be compounded as the general sophistication and facility of car interiors increases, and specifically as multiple layers of digital UX design are added. The potential advent of some level of autonomous driving function would further compound this too.
Digital is the opportunity here. Your phone, or an app on your phone, should customise all of the interior user interfaces of the car to your preferred settings.