The steering wheel is a central element of a vehicle’s control system, playing a critical role in how drivers interact with their vehicles. Beyond its core function of steering, today’s consumers increasingly value design elements that reflect ease of use, durability, and alignment with their personal lifestyle. As part of this study, we evaluate steering wheel concepts not only from a functional perspective but also in terms of aesthetics, user preferences, and overall design appeal.
Indonesia’s automotive market is evolving, but it still lags in the adoption of modern safety and design technologies. Innovations from markets like Japan often reach Indonesian consumers 5–10 years later. Despite these delays, the rising upper middle class—especially in urban areas like Jakarta—shows increasing interest in new vehicle technologies, including EVs.
However, infrastructure challenges such as poor road conditions and limited charging stations hinder EV adoption. In this environment, cars remain essential for daily commuting and family activities. For these consumers, key interior components like the steering wheel must deliver a balance of comfort, durability, and design appeal. Evaluating steering wheel concepts in this market is critical to aligning with the lifestyle, mobility needs, and expectations of today’s Indonesian drivers.
Focus Group Interview – Semi Workshop among 5 Groups of SUV Users
Insights before Discussion: Most respondents tend to consider more on technical aspects rather than emotional aspects. Those who feel there is a high influence of the steering wheel design on their purchase tend to focus on functional aspects such as comfort and mood while driving. Meanwhile, those who feel there is only a slight influence from the steering wheel design tend to focus on technical aspects such as the car’s quality/performance, engine, and safety.
Insights after Discussion: There was a shift in the level of importance placed on the steering wheel design. Initially, most respondents considered that the steering wheel had only a slight influence on their purchase decision. However, after the discussion, many respondents realized that the comfort of the steering wheel, which is also linked to its design, plays a role in influencing their purchase decision. In other words, many respondents has started to consider functional aspects rather than rely only on technical aspects.
As a static interior feature, the cockpit plays a crucial role in enhancing overall driving comfort. Respondents expressed a preference for a cockpit design that is simple, sporty, and luxurious. Achieving this look requires the thoughtful placement of features, proportional design, and the use of materials that convey a soft, premium feel. Special attention should also be given to the selection of color and material combinations to ensure visual harmony. While the steering wheel may not be the primary factor in vehicle purchase decisions, its design and functionality significantly influence the driving experience—especially among users of Chinese brands and EVs. Key insights include:
- The steering wheel is the first element directly visible and engaged with by the driver.
- Its shape should balance performance with visual appeal—ideally, it should be proportional, modern-looking, and equipped with intuitive control buttons.
- A well-designed steering wheel should support the driver’s dynamic interactions while on the road, such as checking vehicle information, answering calls, or managing audio.
- The steering wheel’s positioning must enhance the driver’s posture and riding comfort.
In summary, a steering wheel that is ergonomically designed, aesthetically pleasing, and functionally integrated with in-car systems is essential for improving user satisfaction and perceived quality in the Indonesian automotive market.
Most respondents tend to consider more on technical aspects rather than emotional aspects. Those who feel there is a high influence of the steering wheel design on their purchase tend to focus on functional aspects such as comfort and mood while driving. Meanwhile, those who feel there is only a slight influence from the steering wheel design tend to focus on technical aspects such as the car’s quality/performance, engine, and safety. After the discussion, there was a shift in the level of importance placed on the steering wheel design. Initially, most respondents considered that the steering wheel had only a slight influence on their purchase decision. However, many respondents realized that the comfort of the steering wheel, which is also linked to its design, plays a role in influencing their purchase decision. In other words, many respondents has started to consider functional aspects rather than rely only on technical aspects.The ideal steering wheel should be: Good handling (easy and fun to drive), comfortable, easiness in maneuvering, steadiness, offers something different/new (unique experience when driving, etc), sporty looking, innovative, elegant, stylish.
