Chen, Zixu2024-09-172023-07-052023-05-30http://hdl.handle.net/10362/171908This study aims to understand the impact of automotive interior design on purchase decisions. It explores the impact of specific interior design elements on consumer decisions. Qualitative interviews and quantitative surveys indicate a preference for high-tech design over classic luxurious design, respectively. Key interior design elements like comfortable seats, well-designed dashboards, and high-quality materials strongly influence consumer purchasing decisions. The findings offer valuable insights and recommendations for automakers, particularly Mercedes Benz, to enhance their interior design strategies in line with consumer preferences.engAutomotive interiorConsumer preferencesPurchase decisionsBrand identityCEMS MIMmaster thesis203516400