Comfort, intelligence, and personalization are big draw factors for OEMs today – it’s a trend that’s set to accelerate in the years ahead.
This was brought into sharp focus by the ‘Future of interior in automotive’ report (McKinsey, 2021). It found that 71% of automotive executives expect vehicle interiors to become more important, while only 38% hold the same views about exteriors. Add to this the amount of time we spend in our cars (an average 4.5 years per lifetime), along with further developments in autonomous driving, and it’s no wonder designers are planning car interiors as extensions of the living room.
None of this was lost on Swarovski Mobility, an automotive-focused business unit within Swarovski. Over the preceding years, the world had grown accustomed to the company’s seemingly inexhaustible creative output. It was already associated with a Who’s Who of collaborators drawn from architecture, design, fashion, music, art, film making and the stage. But automotive made news headlines.
Yet it’s easy to see why. The sheer visual opulence of crystal made by Swarovski Mobility at its state-of-the-art automotive production base in Austria is peerless. It’s also the most sustainable crystal on the market. It is the level of refinement in a manufacturing process that produces perfect optical clarity, razor-sharp faceting, and unique purity and brilliance – attributes that have an elevating effect. Cars are no different. Crystal opened up a new way of imparting premium appeal to the luxury car market.