What Display Daily Thinks: Creativity is the ruling factor in automotive displays. More than any other display market opportunity, the automotive sector is driven by very detailed and brand-specific user expectations. Automotive is also driven by a lot of user data and research.
While the central display in the car anchors the interior layout, the design and integration of all other displays are going to be highly personal to drivers and passengers who associated a car brand with an experience or lifestyle. It’s what makes automotive display design so interesting, and so challenging. It’s a listeners’ market meaning, those who can absorb and adapt to the wealth of information on the end consumer will see the greatest success.
The question is, can display manufacturers match the automotive OEMs with their own research? If they can’t, they risk being blindsided by expectations and a lack of preparation.
Alfa Romeo Cuts Against the Grain of Interior Design
In an interview in Autocar, Jean-Philippe Imparato, the boss of Alfa Romeo, discusses the brand’s approach to interior design and in-car technology. He emphasizes that Alfa Romeo’s new Giulia model in 2025 will incorporate Stellantis’s new electronic architecture called STLA Brain. However, he clarifies that this implementation will not result in a complete overhaul of the brand’s interior design philosophy or an attempt to compete directly with German carmakers in terms of in-car technology.
Imparato expresses respect for Mercedes and its digital technology but states that Alfa Romeo’s customers are not seeking large infotainment screens or numerous digital assistance systems. Instead, Alfa Romeo aims to focus on its strengths and cater to the preferences of its buyers.
Based on customer research, Alfa Romeo’s buyers desire an evocative telescopic double-cowled instrument panel in their cars. They also prefer an infotainment system that provides driver-specific information about the car’s condition without overwhelming them with unnecessary details.
Imparato confirms that Alfa Romeo will retain the cannocchiale (telescopic) instrument panel and plans to introduce a larger central display, depending on the specific model. He also expresses interest in incorporating a larger head-up display that projects a “ghost car” onto the road ahead, aiding drivers in positioning their vehicle while driving. He believes these features align with the essence of Alfa Romeo, as they assist the driver and maintain their engagement in the driving process.
Regarding autonomous driving technology, future Alfa Romeo models will offer separate driving modes: “I want to drive” and “I want to be driven.” Drivers will need to choose between these modes at the beginning of each journey to ensure clarity between semi-autonomous operation and full human control.
Imparato stresses the importance of selecting valuable systems and excluding unnecessary ones. He believes Alfa Romeo’s role is not to offer every available lane-keeping, convenience, and crash-avoidance system simply because competitors have them. The brand intends to be selective in its inclusion of such features.
