  Recent advancements in autonomous technology allow for new opportunities in
vehicle interior design. Such a shift in in-vehicle activity suggests vehicle
interior spaces should provide an adequate manner by considering users'
affective desires. Therefore, this study aims to investigate the affective role
of future vehicle interiors. Thirty one participants in ten focus groups were
interviewed about challenges they face regarding their current vehicle interior
and expectations they have for future vehicles. Results from content analyses
revealed the affective role of future vehicle interiors. Advanced exclusiveness
and advanced convenience were two primary aspects identified. The identified
affective roles of each aspect are a total of eight visceral levels, four
visceral levels each, including focused, stimulating, amused, pleasant, safe,
comfortable, accommodated, and organized. We expect the results from this study
to lead to the development of affective vehicle interiors by providing the
fundamental knowledge for developing conceptual direction and evaluating its
impact on user experiences.
