With so many industry-leading electric cars boasting futuristic dashboards that are equipped with AI-powered control systems and sleek touchscreens, we were curious to discover 1) how drivers feel about modern technology in our vehicles and 2) which car, new or old, has the most aesthetically pleasing dashboard design?
In our latest study, we take a deep dive into the hearts and minds of drivers; we asked drivers to undertake an eye-tracking study to reveal which car's dashboards are most eye-catching and then interviewed drivers to understand how they feel about advancements in dashboard designs.
Our research reveals that while the allure of minimalist design and high-tech interiors of electric vehicles is undeniable, 45% of UK drivers admit they have reservations about navigating these futuristic features and almost 40% of drivers say they prefer manual buttons over touchscreen on their dashboards. Interestingly, recent news has announced that from 2026 key safety features (such as hazard warning lights, windscreen wipers and the horn) on the dashboard will have to be controlled by physical switches to receive a full five-star safety rating from NCAP - which is good news for those who prefer manual buttons.
Using novel eye-tracking software, we conducted an original study using 50 car interiors that have all been named the “most attractive” by various reputable automotive experts in the past two years. The study aims to reveal which car's dashboard catches our attention the quickest - and then holds on to it the longest. We tracked the time it took for our study participants' eyes to focus on a particular car dashboard design, and then the amount of time they spent staring at a particular dashboard before their gaze went elsewhere. These two metrics were combined to create a score that reveals which car models truly have the most eye-catching dashboards.
Our eye-tracking study proves that electric cars reign supreme when it comes to attractive interiors, with 80% of the top 10 most captivating dashboards belonging to an electric vehicle. The Tesla Model S takes first place in our study, garnering a combined dashboard 'attractiveness' score of 64.1%. Dubbed 'a tablet on wheels,' the 17-inch touchscreen panel that dominates the Model S interior is the beating heart of this vehicle. It communicates the core functions of the car, from making maps highly visible and user-friendly to central control apps that are easily swipeable and a rear-view camera that makes reverse parking oh-so-easy.
Second on the list is the all-electric sports car Rimac Nevera, designed and manufactured by the Croatian automotive manufacturer Rimac Automobili, scoring an attractiveness score of 57%. The BMW i5 eDrive 40 closely follows in third place with a dashboard design score of 56.1%, thanks to its smart minimalist dashboard with a classic BMW finish. This is followed by three more iconic electric cars; the Polestar 2 is fourth, the Porsche Taycan is fifth and the Tesla Cybertruck claims sixth place on the list of the most eye-catching dashboards
| Rank | Car | Fuel Type |
Average Time Spent (Seconds) |
Average Time to First Fixation (Seconds) |
Combined Score (%) |
|---|---|---|---|---|---|
| #1 | Tesla Model S | Electric | 3.23 | 3.18 | 64.1 |
| #2 | Rimac Nevera | Electric | 4.32 | 1.38 | 57.0 |
| #3 | BMW i5 eDrive 40 | Electric | 3.04 | 2.57 | 56.1 |
| #4 | Polestar 2 | Electric | 2.76 | 2.53 | 52.9 |
| #5 | Porsche Taycan | Electric | 1.65 | 3.63 | 52.8 |
| #6 | Tesla Cybertruck | Electric | 2.4 | 2.81 | 52.1 |
| #7 | Mercedes Benz S Class | Petrol | 2.59 | 2.54 | 51.3 |
| #8 | Range Rover Sport | Electric | 2.43 | 2.65 | 50.8 |
| #9 | Porsche Cayennet | Petrol | 2.52 | 2.52 | 50.4 |
| #10 | Pininfarina Battista | Electric | 2.1 | 2.91 | 50.1 |
| #11 | KIA EV6 | Electric | 2.18 | 2.82 | 50.0 |
| #12 | McLaren Speedtail | Hybrid | 2.29 | 2.59 | 48.8 |
| #13 | Bugatti Chiron Super Sport | Petrol | 3.89 | 0.96 | 48.5 |
| #14 | Volkswagen GTI (2023 model) | Petrol | 2.56 | 2.26 | 48.2 |
| #15 | Bentley Bentayga | Petrol | 3.05 | 1.62 | 46.7 |
| #16 | Mercedes E Class | Electric | 2.27 | 2.37 | 46.4 |
| #17 | Peugeot 208 (2023 model) | Petrol | 1.65 | 2.92 | 45.7 |
| #18 | Ferrari Monza | Petrol | 2.04 | 2.52 | 45.6 |
| #19 | Mercedes EQS | Electric | 3.07 | 1.39 | 44.6 |
| #20 | Honda Civic | Petrol | 2 | 2.37 | 43.7 |
Despite the top 10 most attractive dashboards being claimed by cars that come with a hefty price tag (the supercar Rimac Nevera costs over £1.72 million!), many more affordable models claim a place in the top 20 most captivating dashboards.
The KIA EV6 has the 11th best-looking dashboard scoring 50%; featuring two 12.3-inch screens for infotainment purposes alongside its driver's display, this dashboard is brought to life using ambient light strips, making it nothing short of aesthetically pleasing. The petrol-fuelled Volkswagen GTI is next on the list in 14th place with a score of 48.2% and the Peugeot 208 scores 45.7% putting it in 17th position.
We have come a long way from car stereos with cassette tapes and in-dash CD players. 2024 has debuted a whole host of new automotive technologies that have motor enthusiasts excited.
To discover which manufacturers we most commonly associate with pioneering car technology, and to reveal how drivers feel about the latest in dashboard design advancements, we asked 2,000 drivers how they feel about the evolution of dashboard design and technology.
Tesla continues to top the tables; not only does Tesla come out in our study as the manufacturer with the most visually appealing dashboard on the market, but it's also the brand that drivers most associate with leading the way in in-car technology.
Tesla's technology is industry-leading, with its latest feature being artificial intelligence (AI) in the central control system. Tesla's AI technology (called Autopilot) enables the car to perform various driving tasks, such as lane keeping, automatic emergency braking and even allows drivers to remotely move their vehicle within a certain range.
BMW, which has recently paired up with Amazon for its Alexa Large Language Model, is second on the list of brands that drivers think are the most innovative, followed by Mercedes-Benz (3rd) which features Azure OpenAI to put their spin on advanced automotive technology. Likewise, Volkswagen which is ninth on the list, has partnered with Cerence to bring ChatGPT to its "Hello Ida" voice control system as a free cloud-based update for its electric car drivers - launching later this year. It is worth noting that the integration of AI into cars is relatively new and manufacturers are still learning how to best use this to advantage both the car and its driver.
| Rank | Car Brand |
|---|---|
| #1 | Tesla |
| #2 | BMW |
| #3 | Mercedes-Benz |
| #4 | Audi |
| #5 | Polestar |
| #6 | Toyota |
| #7 | Lexus |
| #8 | Volvo |
| #9 | Volkswagen |
| #10 | Hyundai |
Our research has also highlighted that despite loving the look of modern-day dashboards, drivers approach these futuristic designs with an element of scepticism. When asked how innovation in car dashboards makes them feel (specifically things like touchscreens, ChatGPT, self-driving mode etc.) 25% of drivers admitted it makes them feel nervous and 21% say they feel confused. However, 21% said the main thing that they feel is optimistic, showing that a significant number of drivers are embracing this time of change in car technology.
However, the prevailing attitude is that dashboard innovations feel quite intimidating; 41% of drivers believe the advancements in dashboard design are happening too quickly.
When it comes to personal preference, it is clear that despite drivers admiring the futuristic look of dashboards featured in the likes of Tesla, Polestar and BMW vehicles, most people would prefer a good old-fashioned button in their dashboards, with almost four in ten drivers (39%) saying they prefer manual buttons and dials over touchscreens.
Interestingly, manual buttons and dials are more of a preference for male drivers than female drivers, as 41% of men said a dashboard with buttons is what they prefer compared to just 20% of female drivers. In fact, female drivers are championing the latest in-car technology, with 37% saying they'd prefer a touchscreen dashboard versus just 25% of male drivers.
Likewise, when asked if the latest in-car technology (e.g. an iPad control system, voice control, AI features) would deter drivers from purchasing or leasing a car, 45% of male drivers said it would negatively impact their decision compared to just 17% of female drivers. However, across all respondents, it proves that car owners are feeling somewhat optimistic about the latest innovations in their vehicles as almost one-third (32%) said this type of technology wouldn't deter them from purchasing or leasing a car.
So, like anything new, there is definitely hesitancy among drivers when it comes to fully supporting the latest automotive dashboard innovations. However, there are more than just glimmers of positivity about how drivers are embracing the change in car design - at least one in five drivers feel optimistic about new interior car tech, and it's fantastic to see female drivers feeling excited by new dashboard control features.
In fact, there is still a lot more to come in the world of advanced dashboard designs. Manufacturers are increasingly embracing eco-friendly alternatives to create the aesthetically pleasing and industry-leading interiors that many drivers desire. From adopting practices that prioritise energy efficiency, waste reduction and responsible sourcing to meeting the increased demand for recycled fabrics, PVC and sustainable leather alternatives. The industry's dedication to a greener future is driving positive change, whilst also steering the way in technological advancements to benefit both the driver and their car.
Explore and drive with the latest dashboard technology and features yourself with our excellent range of electric cars available to lease.
Eye-tracking study: 50 different car dashboards that have all previously been listed as 'the most attractive' by reputable sources were compiled into a longlist. A study group of 30 persons were shown a series of images depicting the aforementioned dashboards belonging to each vehicle and using eye-tracking software, participants' eye movements were tracked and recorded to show the average time it took to fixate on each car image, as well as the average time spent looking at each image. We then combined these scores to assign a score out of 100 for each car and rank them according to which one participants' eyes were drawn to the fastest, and which ones held their gazes for the longest. The resulting scores have been used to rank the dashboards, according to which ones are truly the most attractive.
Survey: We used OnePoll to survey 2,000 UK drivers asking them how they feel about the latest car technology innovation, which brands they believe are pioneers for car tech, which kind of dashboard technology they prefer, and how difficult they think different innovations are to use. Survey completed 02/04/2024.
Touchscreen dashboard = An iPad or touchscreen display that's typically mounted on the dashboard or on the middle of the car, which allows information systems and entertainment technology to be controlled from one place.
Manual buttons = Physical buttons that need to be manually adjusted and pushed in order to control information systems and entertainment systems. E.g. Air conditioning, volume buttons, radio tuning etc.
All data correct April 2024.