This study explores the alignment between automotive design innovation and consumer acceptance, particularly in the context of two significant trends: electrification and digitalization. We probed the acceptance of replacing rear window with wide-angle camera We surveyed 1,546 potential customers from China and Sweden to assess their openness to such a radical design. Findings suggest a consensus on its futuristic appeal but diverge in adoption willingness. The study offers insights to bridge the design preference gap, positioning customer acceptance as key for car design strategy.

Sustainability is influencing the automotive industry. Car manufacturers are increasingly prioritizing sustainable materials. The production of these still pose environmental challenges. This paper addresses the trends related to sustainable car interiors. It emphasizes the importance of understanding how customers perceive these new materials. Seven in-depth interviews were conducted, followed by a survey with 106 participants to obtain generalized insights. The results will reduce the uncertainty regarding customer expectations for sustainable car interiors.