10. Values

Different groups of people may have different demands for the same type of product. This phenomenon may not have been as noticeable for automotive products manufactured before the era of intelligence. Any given user would want a vehicle with large space, fast acceleration, low noise, and good ride comfort. The performance of these attributes is positively correlated with the vehicle's price. However, in the era of intelligence, vehicle experiences can lead to even greater differences, further highlighting consumers’ varied demands for automotive products. For instance, some users might prefer larger screens and fewer physical buttons, while others may wish to retain as many physical buttons as possible; some users love cool animations and lighting, while others desire a simple and clear-cut screen interface. These differences are not related to price and are even minimally related to usage scenarios—they are almost purely personal, subjective preferences. For different groups with limited communication, such as users from two different countries, these personal subjective preferences are even more pronounced. In short, Chinese users may like a particular automotive HMI design that German users dislike, and vice versa.