2023

635-23(23g)

In-Car HMI UX Evaluation & Benchmarking
End of Year Summary

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Contents
635 - In-Car HMI UX Evaluation & Benchmarking – End of Year Summary
Introduction ≫4Car-by-car Summary ≫▪ Aim of this report▪ BYD Seal

▪ Scope of reports▪ MG4 EV23

▪ Peugeot 408▪ 2023 Vehicle list

▪ Jeep Grand Wagoneer

Executive Summary ≫▪ Summary▪ Perception of quality▪ System execution

8▪ Nissan Ariya▪ Fisker Ocean

Contact Us ≫42

▪ System Performance▪ UX laws▪ Voice recognition▪ Infotainment▪ ADAS▪ Convenience▪ Unique feature commonalities▪ Conclusion

Customer Feedback
Provide your feedback to
SBD regarding this report

Total number of pages - 42

Introduction to this report

Contents
Page

About SBD

Contact Us

Introduction

Aim of this report

One of the core goals of these studies is to provide a true indication of what
the final customer experience of each solution could be. To do thisevaluations are focused on providing scoring and analysis in the following
areas:▪ Features and functionality: evaluating whether the solutions provide
features that customers expect & need, and solve problems (or provide a
wow factor)

Brand perception

Consumer testing

Welcome to the 2023 HMI benchmarking report series. This report has beencreated to provide a fair, unbiased and objective view of the latest in-vehicle
HMI solutions in the US, European, and Japanese markets. Evaluations arecarried out by SBD usability experts with a deep understanding of CASE
domains such as the Connected Car and ADAS & autonomy domains.

▪ Usability: evaluating whether the features available are easy to learn anduse. This considers areas such as ergonomics, legibility, usability
characteristics and how the system implements the various features▪ Perceived quality: evaluating the potential perception in quality of the
HMI components and how this contributes to the overall customer
experience
SBD supports clients throughout the development of new HMI and products
from a relatively simple companion app to a more complex multi-domain
infotainment solution. The methodologies used in these reports take into
account many years of experience with consumer testing and custom client
projects to provide a fair and, as much as possible, objective methodology.
All viewpoints and analysis within the report are aimed defining areas ofconcern through a data driven approach. This report aims to benchmark andscore solutions whilst also being able to provide actionable recommendations
to design and development teams.
Please note that due to the ever-evolving automotive technology market,
SBD updates it’s methodology each year, but does not update scores from
5 previous years. Therefore, please assume a slight drop in scores for boththeuser experience (UX) and functionality from the previous year.

BRAND
APPEAL

Aesthetics and engagement“Do I have a positive emotional attachment to thesolution?”

EMOTIONAL
APPEAL

Repeated usability
RELIABILITY

Expert testing(the focus of this report)▪ Reliability/stability: evaluating the repeated usability and whether theusers can have a similar (positive) experience each time

“Do I have a positive emotional attachment to thebrand?”“Can I have a similar experience each time?”

Ergonomics, usability characteristics &execution“Are the features available easy to learn
and use?”USABILITY

Domain functionality &prioritisation“Does the system provide features I
want and need to use?” i.e. “Does it
solve problems for me?”FUNCTIONALITY

SBD’s view on the hierarchy of needs for CX benchmarking
5Introduction

Scope of reports: focus on in-car HMI evaluations
The scope of evaluations in this report are constrained to the in-car HMI
experience, in both static and dynamic conditions. One notable element isdriver distraction which SBD covers at only a high level in this study as
carrying out a full driver distraction evaluation requires biometrics test
equipment to ensure the collected data is unbiased and objective.

Prepurchase

Purchase

Activation

In-car HMI

Driverdistraction

IoT

A full evaluation of the end-to-end customer experience is not within scope of
this report, but it is something which SBD has many years experience in fromboth a consumer and expert perspective. Other areas such as the companion
app, online portal and in-home smart devices are not in scope as they aredefined as “out of car” experiences.
Within the vehicle, any HMI element the user interacts with is evaluatedincluding steering wheel controls, touch screen displays, voice control, HUDs
and digital keys. The features and services on offer have been broadlygrouped into the following domains (or test areas):▪ ADAS domain▪ Infotainment domain▪ Navigation domain▪ Voice recognition domain▪ Connected services domain▪ 6Convenience domain
6Introduction

2023 Vehicle list
SBD Automotive chose six cars to evaluate in 2023, based on two selection categories. New/interesting UX focuses on systems with to never-seen-before features
or functionality, or the implementation of a solution that has previously been a challenge or pain-point for end-users. New mass-market UX includes vehicles insegments that are sold in high numbers and are entering a new generation of UI for that vehicle. The test month of each car has been added to this report tomake it easier to identify at what point in the year it was tested.

Cars tested in 2023 report series

Jeep Grand
Wagoneer

Nissan Ariya

BYD Seal

Peugeot 408

Fisker Ocean

MG4▪ Tested in January▪ Tested in March▪ Tested in May▪ Tested in July

▪ Tested in August▪ Tested in October▪ Passenger display▪ ProPilot Assist▪ Drive Assist 2.0▪ EV SUV▪ Amazon Fire TV▪ Unique HMI andinterior▪ Unique Home Screen
HMI▪ 3D instrument cluster▪ Sustainable materials▪ Chinese-owned brandsold in EU market▪ German market test

▪ Large central display▪ Active Drive Assist▪ US market test

▪ EV SUV▪ German Market Test

▪ EV
▪ Chinese market test

▪ German market test

▪ MG Pilot ADAS
▪ Live services▪ EU market test

7
7

Executive summary

Contents
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About SBD

Contact Us

Executive Summary

Summary: Chinese OEMs raising the bar, others rushing to keep up
The chart to the right shows the six cars evaluated throughout 2023 for the 635 HMI UX
evaluation and benchmarking reports.

80

Very good

The feature components with the biggest impact on overall functionality score this year are
performance features, navigation features and music, with Jeep and Nissan scoring high for
performance features, Jeep scoring high for navigation features and BYD scoring high formusic. Some vehicles such as the Grand Wagoneer and BYD Seal excelled in providing a large
number of delight features including passenger displays and rotating center displays.
The UX scores are still mostly clustered together but with one outlier ranging from 55 up to
67. The Fisker Ocean scores lowest due to poor system performance and critical stability
issues leading to features becoming unusable and full system failures in the software version
tested requiring a full system reset.
Despite achieving a strong functionality score, the Jeep Grand Wagoneer did not score asimilarly strong UX score. This is mainly due to its highly unstable system and poor voicerecognition. By introducing improvements to these areas, the UX score could rise from 61 to73.
The Fisker Ocean is a good example of how OEMs should not rush vehicles to market withmissing features and software that is clearly not yet ready for market. Frequent systemcrashes and bugs throughout multiple aspects of the system result in a frustrating user
experience.

SBD HMI user experience score 0-100

In terms of overall functionality, the cars are relatively tightly grouped, spanning only four ofthe possible nine scores, A-, B+, B- and C+. This reflects the fact that although somefunctionality is notably absent from some of the cars, the baseline is still high for mostvehicles, whether it’s a high segment or low segment car.
70

Good

67 B+

63 C+

9
*Scorebased on feature set at the time of testing. Future feature updates expected to improve score.

Jeep Grand
Wagoneer

61 A-

Acceptable

55 B-

50

Fisker Ocean*

Poor

The MG4 EV is the only vehicle tested this year from a Chinese manufacturer, destined for theEuropean market. While the system achieves a respectable UX score, this is mainly due tohigh levels of system stability. Other areas of the system provide opportunity for
improvement in terms of feature offering and implementation.
The BYD Seal is the highest scoring system of 2023. The BYD manages to impress in terms ofvoice recognition capability and extensive app offerings. The rotating central display is likely
to impress and delight many customers and prove to be a lasting talking point. However, thesystem is prevented from scoring higher by missing functionality and poor integration ofsome features.

MG4 EV
Peugeot
408
Nissan61 BAriya

65 C+

60

BYD Seal

40
0

D-

13 D+

25

C-

38

C+

50

B-

63

B+

75

A-

88

A+ 100

SBD functionality score
9

Executive Summary

Main points from 2023 vehicles:• Relative to its segment, the BYD Seal meets quality expectation most successfully, with
only three attributes being below expectation.
• Vehicles tested throughout the year sit in a variety of segments meaning they must live
up to a range of varying expectations in terms of quality. For vehicles in higher
segments, it can be easier to fall short of expectation. In this case, there were anumber of concerns picked up for the Jeep Grand Wagoneer and Fisker Ocean.
• The Peugeot 408 is placed in a lower segment to some other vehicles tested this year,
but outperformed expectations in many areas. Material quality is likely to exceed many
user expectations and harmony and alignment is also a strong component. Some areas
do fall short, with interior lighting only being very basic.
• The most considerable shortcoming compared to segment expectation was the MG4
EV. Overall, too many areas contributed to a cheap and budget appearance as well as
missing basic feature expectations. Materials used in areas that users will see and touchoften fell below visual and tactile quality expectation.

10

Fisker Ocean

The rating system only applies to HMI in the vehicle and does not apply to the greater
general trim, upholstery and bodywork of the vehicle (for example, paint finish or panel
gap and flush).

Nissan Ariya

This provides a single set of results to compare, and as a result should be easier tounderstand where each vehicle is performing well (to user expectation) or leaves room for
improvement (under user expectation).

Grand
WagoneerIn this summary report, the verdict on each vehicle has been given in a simplified form toshow only if the perceived quality across the individual attributes is likely or unlikely tomeet expectation rather than also showing the absolute values.

HMI perceived quality
consideration

Peugeot 408

Throughout the report series, vehicles have been rated relative to the type of vehicle(segment) that they are, and a verdict given on whether they are likely or unlikely to meet
end-user expectation.

MG4 EVThis section introduces analysis on factors related to perceived quality for HMI which may
influence an end-user’s overall experience of using that system.

BYD Seal

Perception of quality

Total score /17

14

7

13

9

10

9

Harmony/alignment

✔

✖

✔

✖

✔

✔

Geometric

✔

✔

✔

✔

✔

✔

Spatial harmony

✔

✔

✔

✔

✔

✔

Branding

✔

✔

✔

✔

✖

✔

Output HMI

✖

✔

✔

✔

✖

✖

Interior lighting

✔

✖

✖

✔

✖

✔

Stiffness & looseness

✔

✖

✔

✔

✔

✖

Force feedback

✖

✖

✔

✖

✔

✖

Material quality

✔

✖

✔

✖

✔

✖

Material harmony

✔

✖

✔

✖

✖

✖

Geometric & positioning

✔

✔

✔

✔

✔

✖

Squeak & rattle (passive)

✔

✔

✔

✔

✔

✔

Solidity (after touch)

✔

✖

✔

✖

✔

✔

Active sound

✔

✔

✖

✖

✔

✔

Delight features

✔

✖

✔

✔

✖

✔

Performance features

✔

✖

✖

✖

✖

✖

Basic/Hygiene features

✖

✖

✖

✖

✖

✖
10

Executive Summary

Peugeot
408

Grand
Wagoneer

NissanAriya

Fisker
Ocean

This can show the difference between the hardware and software execution of the vehicle,
as it seems in recent years that software instabilities and other reliability concerns havebecome more common, whereas hardware is generally not updated throughout thevehicle’s life and tends to be representative of a competitive offering at the time ofrelease. This is of course not always what is experienced, and exceptions to thisgeneralization are sometimes found.

UX heuristic

MG4 EV

System execution focuses more on how all of the HMI components perform individually,
aiming to highlight any particular component strengths or weaknesses in how they are
implemented and to what extent they might have an impact on the overall user
experience of that vehicle/system.

BYD Seal

System execution

Total score /13

8

6

5

7

4

6

Cockpit clutter

Good

Good

Good

Good

Good

Good

GUI clutter

OK

OK

OK

Good

Good

Good

Display quality/size

OK

Good

Good

Good

OK

Very
Good

Map aesthetics

Good

Good

Good

Good

Good

Good

Map layout

Good

OK

OK

OK

OK

Good

Navigation routing

Good

OK

OK

Good

OK

OK

Instrument cluster

Poor

OK

OK

Good

Good

Poor

General system HMI

Good

OK

Good

Good

OK

Good

Start up speed

Poor

OK

Poor

Poor

Poor

OK

Command response

Good

OK

OK

Poor

Poor

OK

Connectivity speed

Good

Very
Good

Good

OK

OK

OK

System performance

OK

Good

OK

OK

Poor

Poor

Stability/reliability

Good

Good

OK

Poor

OK

Poor

Below are some trends which have been observed across the 2023 series:• The BYD Seal achieved the best rating in system execution. System strengths include
minimal cockpit clutter, clear map layout, good command response and a high level ofsystem stability.
• Instrument cluster was a mixed experience across the tested vehicles. Some vehicles
impressed with high level of functionality and customization possible. The Peugeot 408
featured an innovative 3D cluster effect. However, The BYD Seal and Fisker Ocean
struggled to achieve similar praise with limited and underwhelming implementations.
• All vehicles for 2023 were considered ‘Good’ for cockpit clutter. This may be a result of
more OEMs choosing to migrate physical buttons and switches to digital displays.
However, caution must be exercised in not sacrificing usability over form.
• Few solutions demonstrated good examples of stability/reliability, with only twosystems being rated ‘Good’, the two Chinese OEMs. Some stand-out examples of thetypes of issues include entire feature unavailability, unresponsive buttons and complete
system crashes requiring a full reset. Such severe errors have a damaging effect on theuser experience and the user’s impression of that brand/system.
• Start up speed presented significant issues for many vehicles tested in 2023 with overhalf rating as ‘Poor’. Slow start-up speeds give poor impressions of the systems overall
performance and capability as well as being a source of frustration.

11
11

Executive Summary

System performance
60

60

50

50

50

40

40

40

30

30

30

20

20

20

10

10

10

0

0

0

Mean time (seconds)

Show fuel/charging POIs

12

System warm boot

System cold boot

60

60

40

50

50

N/A

60

N/A

Tune to any music streaming station (central
display)

N/A

Short route calculation (~5 miles/10km)

N/A

Mean time (seconds)

Long route calculation (~300miles/500 km)

30
40

40

30

30

20

20

10

10

0

0

20

10

2022 Average

BYD Seal

MG4 EV

0
Peugeot 408

Grand Wagoneer

Nissan Ariya

Fisker Ocean

2023 Average
12Executive Summary

UX laws (1/2)
Law nameFitt’s law
Hick’s law

Law definition

The time to acquire a target is a function of
the distance to and size of the target
The time it takes to make a decision increases
with the number and complexity of choices

Jakob’slaw

Users will transfer expectations they have built
around one familiar product to another thatappears similar

Miller’s law

The average person can only keep 7 (plus orminus 2) items in their working memory

Occam’s
Razor

Paretoprinciple

Tesler’slaw

Von
Restorff
Effect13

Complexity: The path along the user journey
should be simplified to the point where no
additional choices or steps in that journey canbe removed
For many events, roughly 80% of the effects
come from 20% of the causes.
Are the most commonly used user journeys
prioritized and within easy access? e.g., on
the home screen or supported with shortcuts
from any screen
All processes have a core of complexity thatcannot be designed away and therefore must
be assumed by either the system or the user.
Has the system been over-simplified to thepoint of harm to usability?
When multiple similar objects are present, theone that differs from the rest is most likely tobe remembered.
Is important information visually distinctivefrom other parts of the interface?

Acceptable
What to check

BYD Seal

MG4 EV

Concerns
Peugeot
408

Unacceptable
Grand
Wagoneer

NissanAriya

FiskerOcean

Are there any small buttons which hinder their usability?
Are there any instances where the HMI in the vehicle offers
too much choice, and makes it difficult to make a decision?
Are there any instances where the HMI in the vehicle uses
an operating principle that is unlike similar products
available today? If so, does this lack of familiarity make the
HMI difficult to use?
Throughout user journeys, are users required to remembera large number of things to complete that journey? Aneasy example of this is in menu architectures which are
deep and require the user to memorize the location of aparticular setting or feature.
Has the complexity of a user journey had all unnecessary
steps removed?
Or are there a number of unnecessary inputs required
before the task is complete?
For the most common, everyday use cases: Can these beaccessed from the visible area of the system home screen
or found on a button that is within the main HMI zones
such as center console or steering wheel?
If a frequently used feature is below the fold on thesystem's main menu, it is an example of bad optimization.
For any given user journey: Has the process been oversimplified to the extent that it leaves not enough choice,and the user must forego what they need?
Notifications, warnings, irreversible changes, any otherimportant details.
Is there anything which blends into its surrounding
information too well and isn't visually, cognitively
distinctive enough?
13

Executive Summary

UX laws (2/2)

Acceptable

Law
name

Law definition

What to check

Zeigarnik
EffectPeople remember uncompleted or interrupted tasks
better than completed tasks. Provide a clear
indication of progress in order to motivate users tocomplete tasks.

During any given journey that requires multiple
inputs from the user: Is there an indicator ofprogress that would help the user determine howmuch is left to complete when they are part-way
through?

Doherty
ThresholdProductivity soars when a computer and its users
interact at a pace (<400ms) that ensures thatneither has to wait on the other.
Provide system feedback within 400 ms in order tokeep users’ attention and increase productivity.
Less than 200ms is a good target and should be
easily achievable for onboard content. Useperceived performance to improve response timeand reduce the perception of waiting. Animation is
one way to visually engage people while loading orprocessing is happening in the background.

Does the system seem responsive in use? Does it
permit a good level of brevity, where as the user
becomes more competent and speeds up, thesystem has capable enough underlying hardware
to keep pace with the user? In the instances ofloading connected content, loading times withclear indicators (or even better, masked byanimations) are permitted and fully
acceptable/expected, provided it does not takelonger than 15 seconds to load the content.

Serialposition
effectPlacing the least important items in the middle oflists can be helpful because these items tend to be
stored less frequently in long-term and working
memory. Positioning key actions on the far left andright within elements such as navigation can
increase memorization.

In the instance of any kind of listed content, is it
displayed appropriately so that important content
is found visually and an understanding of how it
is ordered can be immediately understood? This
also applies to how content is ordered andplacing more important content to the left side ofthe display can allow users who follow the "Fpattern" to find what they need at a glance.

Users often perceive aesthetically pleasing design as
design that’s more usable. An aesthetically pleasing
Aesthetic- design creates a positive response in people’s brains
Usability and leads them to believe the design actually works
better. Visually pleasing design can mask usability
Effectproblems and prevent issues from being discovered
during usability testing.
Objects that are near, or proximate to each other,Law oftend to be grouped together, or perceived as
Proximity
grouped together.
14

BYD Seal

MG4 EV

Concerns
Peugeot
408

Unacceptable
Grand
Wagoneer

NissanAriya

FiskerOcean

Is the HMI visually pleasing?

Are there any instances where HMI is grouped in
an unintuitive way? Or where grouping controls
would be the more intuitive solution?
14

Executive Summary

UX laws summary
Vehicle tested

Acceptable

Concerns

Unacceptable

BYD Seal

940

MG4 EV580Peugeot 408 GT

8

5

0

Jeep Grand Wagoneer

12

1

0

Nissan Ariya

7

5

1

Fisker Ocean

9

4

0

Pareto Principle

Tesler’s Law

Doherty Threshold

Acceptable

Concerns

Unacceptable

In the Jeep Grand Wagoneer, the home screen
contains customizable widgets that can be
configured based on the users needs. HVAC isalways accessible no matter which display has
been chosen, even if the bottom screen is hidden
due to a row of permanent hard buttons.

In the Fisker Ocean, all the main functions canbe performed effectively. However, the cluster isso simple in its functionality and flexibility thatthe user cannot perform that many tasks using
cluster menus and features. This forces the user
to use the central display meaning more risk ofdriver distraction.

In the Nissan Ariya, inputs in quick succession
are often not recognized and there is a lag
between inputs and content appearing on screen.
Some POIs can also take a long time to load.

15
15

Executive Summary

Voice recognition

Voice test
component

MG4 EV

Peugeot 408

Grand Wagoneer

Nissan Ariya

Fisker Ocean

Focus remains on attributes such as command structure and localization, but methodology
also includes an A to E scoring system with set firm expectations for how these scores canbe achieved.

BYD Seal

SBD’s 635 UX report brings a deeper, more detailed look into voice recognition interfaces
with multiple aspects evaluated using various methodologies.

Total score

C+

D+

C-

D-

D+

N/A

Functionality

B

C

B

C

C

N/A

Performance

B

E

D

E

D

N/A

UI

B

C

B

C

C

N/A

Commandstructure

E

D

E

D

E

N/A

Localization

B

C

B

C

B

N/A

Level of integration

D

E

D

E

D

N/A

The six test components with individual scores are combined to give voice recognition an
overall score for each vehicle tested.
Key points for the 2023 vehicle series:• The top performer of the group is the BYD Seal, which displayed a good performanceacross most attributes, only falling short in Command structure and Level ofintegration. Only content integration is supported by the system. Response time is a
key strength with a median time of 1.86 seconds, positively impacting the Performance
score.
• Achieving a similar score to the BYD is the Peugeot 408. This system falls below
recognition expectations with only a 39% overall positive recognition score. Similar to
the BYD, integration is limited to only weather-based use cases. However, response
times are considered acceptable with an average median time of 2.66 seconds.
• Both the Nissan Ariya and Jeep Grand Wagoneer have a native and Amazon Alexa
offering, although the Nissan achieves a better implementation. When using Alexa vsthe native system on both vehicles, functionality is improved. However, in the Jeep,
Alexa struggles to perform side by side with the native system, while in the Nissan thenative system can be completely replaced by Alexa.
• The MG4 EV struggles in several areas including Performance, Command structure andLevel of integration. However, the speech-to-text integration is an effective way ofproviding feedback for the user. Performance is one of the main factors driving down
the overall score with a median response time of 6.37 seconds. No integration use
cases are possible.
• The Fisker Ocean could not be assessed on voice recognition as this feature had notbeen enabled at the time of testing but is due to receive Amazon Alexa integration.

• Command structure was an issue for most systems in this year’s line-up, with most
16defaulting to the lowest rating in this category due to a lack of abilities like conversation
linking and contextual understanding. Some systems also lacked barge-in.

16

Executive Summary

Infotainment
A solution which has a leading feature set may not guarantee the best user
experience, and that leading set could impact usability negatively by introducing too
much complexity. Usability and feature offering positioning on this slide gives acomparative view of how each of the 2023 solutions perform relative to one another,to understand if any of the solutions have managed to achieve an acceptable balance
between usability and feature offering for this domain.

Very good

100

The Grand Wagoneer has a highly customizable interface and Amazon Alexa fordownload. However, inconsistencies throughout and lack of embedded musicstreaming hold the system back. Both the Ariya and MG4 are lacking any majordelight features and have dated appearances to their UI. Both systems have flatmenu structures but the Ariya benefits from customizable home screen widgets, builtin Alexa and integrated Google search. The MG4 has built-in Amazon Music.

Jeep Grand
Wagoneer

Nissan Ariya

BYD Seal

Good

Peugeot 408

50

Fisker Ocean

Acceptable

2023 Infotainment SUS Scores

100

Domain usability

The Peugeot attempts to impress with a 3D cluster and modern interface. While thecluster is not executed well, the highly customizable layout and intuitive shortcuts
make for a pleasing system to use. Both the BYD and Fisker have rotating central
displays. However, apps in the Fisker are integrated better with the rotation than in
the BYD. Both systems offer a rich selection of apps and entertainment, but the BYD
has a more customizable layout. The Fisker struggles with a very basic and limited
cluster. All of the vehicles have very limited or no IoT integration.

75

Fisker Ocean*90
MG4 EV

25

80
70

Poor

60
50
40
30
BYD Seal

MG4 EV

Peugeot 408

Grand Wagoneer

17*Placed based on expected future feature additions

Nissan Ariya

Fisker Ocean00

Uncompetitive

25

Competitive

50 Amongst leaders 75

Leading

Domain feature set
17100

Executive Summary

Navigation
This slide provides a similar comparison to the previous Infotainment slide, this time
considering the performance of the vehicles within the Navigation domain. Usability
and feature offering positioning on this slide gives a comparative view of how each of
the 2023 solutions perform relative to one another, to understand if any of thesolutions have managed to achieve an acceptable balance between usability andfeature offering for Navigation.

Very good100

The navigation system in the Grand Wagoneer and Peugeot 408 offer a host of wellintegrated features. 3D building models bring a high level of map detail while home
screen widgets ensure all critical information is available at the top level. The front
passenger display in the Jeep can be used to view the map and send route guidance
to the central display. Both systems suffer from poor POI list integration.

Good

Peugeot 408

BYD Seal

Jeep Grand
Wagoneer

Fisker Ocean

50
Acceptable

2023 Navigation SUS Scores

100

Domain usability

The Ariya provides well-timed commands and good visuals in the HUD. The systemfalls short in poor traffic data integration on the map and a lack of automatic zoom.
The BYD Seal prioritizes information well with a floating navigation window andprioritized verbal commands. However, poor integration of POIs and filtering options
for EV charging stations let the system down. The Fisker has several pleasing features
such as automatic charge point routing when state-of-charge is insufficient to reachthe final destination. The MG4 EV delivers well integrated waypoints and POIs, but
inconsistent route guidance accuracy and traffic data disappoint.

75

MG4 EV

Nissan Ariya

Competitive

50 Amongst leaders 75

90

25

80
70

Poor

60
50
40
30
BYD Seal

18

MG4 EV

Peugeot 408

Grand Wagoneer

Nissan Ariya

Fisker Ocean00

Uncompetitive

25

Leading

Domain feature set
18

100

Executive Summary

ADAS
This section summarizes the usability and feature offering of ADAS features across the2023 series showing if there have been any success stories or trade-offs between featuresand user experience. The section considers the activation, deactivation and in-use
feedback of assistance systems, and is not a feature performance rating.

Very good

100

Both in the Jeep Grand Wagoneer and BYD Seal most systems provide good visualfeedback in the cluster and excellent audio prioritization. However, in the Jeep, somesystems are let down by basic visual warnings while others lack the required level of user
support. In the Nissan Ariya the level of visual feedback and system status for somesystems is dependent on having the ProPilot display chosen in the cluster. The ProPilot
icon could cause confusion for some users initially. Most systems are turned ON andadjusted via the cluster while the HUD provides a good reflection of ADAS information.

Good

Jeep Grand
Wagoneer

Fisker Ocean

50

90

25

80

Peugeot 408

Fisker Ocean*Nissan Ariya

MG4 EVBYD Seal

Competitive

50 Amongst leaders 75

Acceptable

2023 ADAS SUS Scores

100

Domain usability

In the Peugeot 408 most SAE L1 & 2 ADAS are well implemented with all these systems
always providing important status information. However, LKA lacks sufficient status
information, lane tracking status or appropriate level of warning. In the Fisker Ocean andMG4 EV, LKA/LDW uses confusing color logic to show the system is OFF vs warning during
an event. System status and differentiation for LKA/LDW is also lacking. The Fisker has
three separate BSM warnings in three separate locations across the HMI has the potential
to cause confusion. The MG4 EV lacks sufficient labeling on ADAS controls on the steering
wheel. The BYD Seal, Peugeot 408 and MG4 EV are all missing Semi/Fully Automatic
Parking. The Fisker Ocean was also missing this feature at the time of testing but is due toreceive it in a future update.

75

70

Poor

60
50
40
30
BYD Seal

MG4 EV

Peugeot 408

Grand Wagoneer

19*Placed based on expected future feature additions.

Nissan Ariya

Fisker Ocean00

Uncompetitive

25

Leading

Domain feature set
19100

Executive Summary

Convenience
Usability and feature offering positioning on this slide gives a comparative view of theconvenience feature domain and how each of the 2023 solutions perform relative to one
another, to understand if any of the solutions have managed to achieve an acceptablebalance between usability and feature offering. Convenience features include HVAC,
convenience access features, innovative user identification processes and any stand-out
features of the companion app.

2023 Convenience SUS Scores

100

Very goodGood

Jeep Grand
Wagoneer

Fisker Ocean

50

Peugeot 408

BYD Seal

MG4 EV

Nissan Ariya

Competitive

50 Amongst leaders 75

Acceptable

The Peugeot 408 and MG4 EV lack permanent access to HVAC controls, and they sufferfrom clutter in the main HVAC menu. The HUD in the Grand Wagoneer and Ariya is clear
and well presented while the BYD provides pseudo-AR for navigation. In the MG4 EV and
Fisker Ocean, only one user profile can be loaded at a time, severely limiting user
flexibility. Setting up a profile in the MG4 is a cumbersome process, while the Peugeot
user app is very limited.

75

Domain usability

The Jeep Grand Wagoneer offers a dedicated HVAC screen permanently displaying
controls and offer numerous convenience delight features. The Nissan Ariya HVAC can be
operated via the central display or a row of ‘shy-tech’ buttons underneath the central
display. In the BYD Seal, the main HVAC menu in the central display provides access to all
major HVAC functions. This is made up of multiple sub menus which can be confusing tonavigate. The Fisker Ocean provides access to most HVAC controls in the central display
with an additional row of hard buttons underneath and rear LCD control panel for rearseat passengers. The Fisker also provides the delight feature ‘California Mode’ that lowers
all windows and opens the glass roof at the touch of a button.

100

90

25

80
70

Poor

60
50
40
30
BYD Seal

20

MG4 EV

Peugeot 408

Grand Wagoneer

Nissan Ariya

Fisker Ocean00

Uncompetitive

25

Leading

Domain feature set
20

100

Executive Summary

Unique feature commonalities
Throughout the six vehicles tested in the 635 2023 report series, certain feature trends and commonalities have become apparent. Below is an overview and description of some of
the most notable trends seen on the test vehicles this year.

BYD Seal

Nissan Ariya

BYD Seal

Peugeot 408

Jeep Grand Wagoneer

Fisker Ocean

Air quality features

Third party voice assistant integration

Rotating central displays• The Jeep Grand Wagoneer and Nissan Ariya bothoffered an Amazon Alexa option for voicerecognition.
• The Fisker Ocean is due to receive Amazon Alexa
integration but was not available at the time oftesting.
• Both examples in the Jeep and Nissan had varying
level of implementation success with the Jeep’s
native system competing alongside Alexa and the
Nissan providing the option to completely switch
the native system off and only use Alexa.

• The Fisker Ocean and BYD Seal both integrated
rotating central displays.
• In the Fisker Ocean, this feature is called‘Hollywood Mode’ and can be used to watch avariety of media streaming services while thevehicle is stationary.
• The BYD Seal has a similar integration but can also
be used to play games and other apps the user
downloads onto the system.

• The BYD Seal and MG4 EV both had the ‘air
purifying modes’ that can be accessed via the
HVAC system.
• In the air purifier menu of the BYD, users canselect PM2.5 detection, quick air purification andnegative ion air purification.
• The Peugeot 408 GT has a cabin air quality
monitoring system that can be viewed via the
HVAC menu.

21

21

Executive Summary

Conclusion: Exciting feature sets with mixed implementation success
It is clear that entertainment eco-systems are becoming a key consideration in OEM UX
design and decision. Both the Jeep Grand Wagoneer and Fisker Ocean offer
comprehensive entertainment offerings with the BYD Seal offering an app store to allow
users to expand this selection further. With Amazon, Android and others taking a more
dominant role in in-car entertainment offerings, an important strategy for OEMs is to lay
firm foundations of vehicle software which could enable an easy ecosystem switch so they
are not locked into a single tech giant’s domain.
This trend isn’t isolated to only entertainment ecosystems. An increasing number of tech
giant voice solutions are being integrated into vehicle voice recognition systems withvarying levels of success. Both the Jeep and Nissan offer a native VR system and Amazon
Alexa. In both cases the native system is likely to see limited use due to its lack of ability
while Alexa is presented as a secondary interface and often interferes with the native
system. Investing in one effective implementation would reduce complexity and result in a
simpler, more unified and more effective experience.

The continued pressure of trying to release ‘game changing’ features or simply keep up
with the rapid rate of innovation from competition pushes OEMs to make some sacrifices
such as having to release a vehicle slightly too soon. The Fisker Ocean is a key example ofa vehicle that holds immense promise but is let down by not being ready for market andplagued by numerous software issues. The Jeep also experienced feature blackouts after
an OTA but has since been resolved. While OTA’s can address some of these issues, it
presents the question of how many issues are customers willing to put up with in theearlier phase of ownership.

BYD Seal achieves highest rating in 2023

A trend noticed in several vehicles tested this year is the lack of Semi/Fully Automatic
Parking Assist. In past years this has been a common staple of ADAS suites throughout
various segments. It is not entirely clear whether this is a result of cost saving from OEMsor direct response to waning customer demand and willingness to pay for such features.
Overall, the main challenges highlighted in this year's selection of test vehicles seems to
be striking the balance of offering an immensely feature rich system while still delivering asystem that is fully functional ‘out of the box’. OEMs should exercise caution in notoverlooking the basic fundamentals of good implementation and usability in the pursuit ofdelighting their customers with innovative features.
The BYD Seal tops the 2023 635 ratings table. Its impressive range of entertainment
features and apps along with numerous delight features is likely to wow and satisfy manycustomers. However, the question remains whether it can make a similar impact in the22
Europeanvehicle market.

Fisker Ocean system
crash

Rear seat entertainment in Jeep Grand Wagoneer
22

Car-by-car summary

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Car-by-car summary

BYD Seal

A strong overall score, but held back by missing functionality
The BYD Seal achieves a ‘Good’ score for user experience, finishing at the upper end of the pack compared to2023 vehicles. Functionality returns an acceptable score, finishing mid-pack.
While the Seal offers several minor delight features, the dominant delight feature is the rotatable central display.
Most apps and displays adjust accordingly to the different screen layout but some struggle to adapt. The HMI ishighly customizable via downloadable themes in the BYD app store. The navigation system has multiple
connected integrations and convenience features. Visual information prioritization is very good with a floating
navigation window to ensure route guidance information is always presented. Negative aspects of the system
include poor integration of POI search and display while filtering options for EV charging stations are very limited.
The system is missing some hygiene features such as no option in the native radio app to save favorite stations
and no shortcut to change audio source without manually navigating to the desired app. The voice recognition
system impresses with a high recognition rate and quick response times overall. Most ADAS are well integrated
while some lack sufficient levels of warning, including RCTA.
The system manages to impress in terms of voice recognition and extensive app offerings but is prevented fromscoring higher by missing functionality and poor integration of some features.
What the system does well

What the system doesn’t do well

▪ Audio warnings and navigation commands are all
prioritized over infotainment volume making surethat critical information is always heard.

▪ POI information is poorly integrated, and filteringof charge point POIs is very limited.

▪ A rich selection of apps form multiple app storesare offered giving the user a wide range ofoptions.
▪ The rotating central display provides a wow-factor
and optimizes the display for some apps.
▪ Implementation of various navigation features suchas detailed junction views and floating navigation
window to ensure important guidance information isalways shown.

24▪ Visual warning for RCTA is limited to only side
mirror icons, while BSM does not provide an audio
warning.
▪ Some basic hygiene features are missing fromthe system including the ability to add favourites
from the native radio app in the central display.

SUS Score by Domain
Navigation

Infotainment

Communication

75

68

83

Voice recognition

HVAC

ADAS

68

73

53

2023 Usability Scores
80
70▪ IoT integration is very limited and could benefit
from more capabilities.

60▪ Fully Automatic Parking is not included on thisvehicle which is likely to be a disappointment formost users.

50
40
BYD Seal

MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

24

Car-by-car summary

BYD Seal

Many delight features in infotainment domainRich selection of apps

Rotating central display

Good performance of voice recognition

The infotainment system offers a rich selection of apps
including music, KTV, video, social media and game whichusers are likely to find satisfying. Apps can be downloaded
from the BYD app store or other sources such as the Anzhi
App store. A wide selection of apps greatly increases
available options for entertainment and information
sources.

The 15.6-inch central display can be rotated from landscapemode to portrait mode by pressing a button. This is uniqueand creates a delight feature than many users are likely tofind impressive and create a lasting talking point. Most apps
can be viewed in different layouts depending on the screen
rotation.

The voice recognition system impresses in multiple ways
including its high recognition rate and quick response times
to user input and commands with a median average of 1.86
seconds. The system supports 66% of the core feature set
while also being flexible and inclusive in offering multiple
voice packages with different dialects.

25
25

Car-by-car summary

BYD Seal

Some features not up to market expectation
Frame ofhorizontal display
rotation

App display uses
only this space

Unfinished app optimizations

FAPA not offered

Poor POI integration

The wide range of apps available in the BYD Seal makes for
a competitive offering in the market with access to multiple
app stores. However, some apps lack suitable
implementations in relation to screen rotation and create an
unfinished appearance.

The vehicle is missing Fully Automatic Park Assist as part of
the ADAS suite. This is likely to be disappointing as it is afeature that most users would expect to find in thissegment and price point. The car does have a remotecontrol feature operated via an app, but only to enter andexit spaces in a straight line and does not carry out any
parking procedures.

POI integration is considered poor in the way list are shownand filter options available. Only two POI options per pageare shown in the central display forcing the user to scroll
multiple times. Only very limited information regarding each
POI is shown at the top level creating an extra step for theuser to select each POI for any extra information. Filtering of
EV charging POIs is limited to only brand and AC or DC
charge.

26

26

Car-by-car summary

MG4 EVA solid system, but may struggle to maintain user satisfaction
The MG4 EV returns a good user experience score compared to the vehicles previously tested in 2023. However,the functionality score is held back from being any higher due to a lack of delight features implemented in thevehicle and only a basic offering of information and entertainment features. While parts of the system feel dated,other elements are likely to impress such as built-in Amazon Music. The navigation system has multiple standout
features that enhance the user experience, but inaccurate route guidance at times is a fundamental flaw. The
system is very stable and reliable with only three bugs identified during testing. This is reflected in the stronguser experience score.
ADAS benefits from a detailed multi-lane display in the cluster showing surrounding vehicles. Piloted Driving
provides an acceptable level of warning when no hands are detected on the steering wheel. However, controls for
ACC and PD are unlabelled and confusing for the driver. Color logic used for LDW/LKA is inconsistent with othersystems and creates further uncertainty. No Semi or Fully Automatic Parking is offered.
Overall, the MG4 provides a solid and reliable system that meets user expectation for the most part. While theMG4 is a solid attempt from a Chinese developed system deploying in the European market, it suffers fromnumerous shortcomings in each domain, leaving opportunities for improvement.
What the system does well
▪ Innovative and convenient navigation features suchas work/home pop-up guidance suggestions.
▪ Programmable shortcut buttons on the steering
wheel to being frequently used features closer to theuser.

▪ Well implemented home screen widgets that show
detailed information without having to leave thehome screen.
▪ Built-in Amazon Music provides an additional
listening option with on-demand music.

▪ POI listings and filter are well implemented toensure popular POI categories are within minimal
steps.
27

What the system doesn’t do well
▪ Navigation route guidance can be inaccurate attimes and ignore significant road features such asmini roundabouts and small junctions.
▪ Poor status communication, color logic and buttonlabelling for various ADAS. Differentiation between
LDW and LKA is too subtle.

SUS Score by Domain
Navigation

Infotainment

Communication

70

62.5

75

Voice recognition

HVAC

ADAS

57.5

77.5

42.5

2023 Usability Scores
80
70▪ No permanent access to HVAC controls such astemperature fan speed.
▪ Illogical radio/media implementation with related
features split across separate menus.
▪ Dated overall appearance to HMI and lack ofcustomizability.

60
50
40
BYD Seal

MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

27

Car-by-car summary

MG4 EV

Detailed ADAS display, impressive home screen widgets

Programmable shortcuts

Widgets with high functionality

ADAS environment display

Two programmable shortcut buttons labelled with a staricon can be customized to access a variety of different
features. On the right-hand side of the steering wheel the
button can be configured to be a shortcut for either A/C ora search button. On the opposite side it can be configured
for vehicle control, 360 camera, energy recovery or drive
modes.
28 These let the user configure this part of the system
to meet their own needs.

The home screen contains a number of widgets relating tovarious systems. These widgets allow the user to interact
with multiple system quickly without having open up a
dedicated menu. For example, the navigation widget
provides quick access to home or work route guidance, themedia widget allows the user to toggle between various
sources and the weather widget provides a forecast for thecurrent location.

The permanently displayed ADAS display means that
information relating to the systems are always present in
the cluster not matter what other displays or configuration
have been chosen. When ACC or PD is active the ADAS
display shows a multi lane live depiction of the surrounding
environment. This is similar to other more premium
vehicles and is likely to increase levels of user confidence.
28

Car-by-car summary

MG4 EV

Poor navigation routing, lack of labelling creates confusion

Route and map guidance inaccuracies

Cumbersome profile setup process

Lack of sufficient labelling of controls

On multiple occasions the navigation system failed torecognize and display upcoming mini roundabouts andincorrectly classified minor junction as bends in the road.
Not only does the present a safety issue, but also affects
levels of user confidence in the system. Additionally, route
guidance was also found to be inaccurate at times withguidance being given on a closed road, forcing the tester toturn
29around.

The process of signing up for an MG account and firstlinking it to the vehicle and then separately binding it to thevehicle is a long and complicated process that many users
are likely to find frustrating. While the process may be moreachievable for tech savvy users, some user will struggle
with the complex switching between app and central
display to successfully bind the device to the vehicle. A
clearer step by step process should be given.

The large steering wheel controls on either side of thewheel have no labelling to indicate their function. The lefthand side controls relate to ADAS, however this is notmade clear and results in a trial-and-error process indiscovering their function. Similarly, the controls on the
opposite side of the wheel control media and cluster sufferfrom a similar issue.
29

Car-by-car summary

Peugeot 408

Strong implementations, disappointing feature set affects score
The Peugeot 408 returns a strong score for user experience, finishing middle of the pack compared to 2023 and2023 vehicles, but achieves a disappointing score for functionality finishing equal to the lowest ranked vehicle forfunctionality in 2023.
The system suffers from a lack of features, especially concerning entertainment and media streaming options
with only basic offerings for each. The navigation system provides a selection of well integrated features thatmake for an intuitive experience overall. However, some elements fall short of expectation with inconsistentsearch logic, excessively long POI lists and occasional inaccurate final destinations being some to note. The voicerecognition system is quick to provide responses, but these are not always successful or correct.
The ADAS suite is lacking semi/fully automatic parking assistant, a system now expected by most users. ACC and
PD both provide a good level of visual feedback in the cluster to show system status and during a warning
scenario. However, LKA suffers from poor status communication and poor warning HMI.
Overall, the system provides a largely intuitive and easy to learn experience for most users, but the lack offeatures and functionality is likely to result in a loss of satisfaction over time.
What the system does well

What the system doesn’t do well

▪ Integration of on-street parking and weather
estimation at the destination removes a step fromthe user journey and provides helpful information.

▪ An inconsistent back/return logic results in users
sometimes becoming trapped in certain menus.

▪ The 3D cluster, while not adding any functionality,
does provide a novel delight feature.
▪ Traffic data is always found to be accurate whentested against ground truth. The implementationof traffic is effective and provides users withcritical journey information in the journey
progress bar.

▪ No app store or media streaming options make foran underwhelming feature set that is likely todisappoint most users.
▪ No permanent control for fan speed or
temperature adjustment forces users to navigate
to the climate menu every time an adjustment isrequired.
▪ The accuracy of the final destination is sometimes
lacking accuracy and context by not navigating to
the associated carpark or incorrect parts of theparking area (coach park).

SUS Score by Domain
Navigation

Infotainment

Communication

67.5

80

75

Voice recognition

HVAC

ADAS

77.5

65

60

2023 Usability Scores
80
70
60
50
40
BYD Seal

30

MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

30

Car-by-car summary

Peugeot 408

Customizable elements and seamless implementations

Good graphical feedback for SAE L2

Seamless navigation implementations

Customizable shortcut bar

Graphics used to support SAE L2 ADAS are of a high quality
and communicate system status and warnings clearly to thedriver. Piloted Driving provides a comprehensive level of
warning, both graphical and audible to show that driverintervention is needed and how to correct the situation.
System status for both ACC and PD is communicated clearlyusing green color coding and icons.

The navigation system offers several intuitive integrations
that provide seamless delivery of information such as onstreet parking estimation at the destination and current
weather at the destination. Both elements are shown in thejourney confirmation pop-up. On-street parking estimationis communicated via color coded tell-tales, while weather
conditions are represented with a clear icon.

A separate screen below the main central display shows
several permanently displayed shortcut buttons that the user
can customize in order to suit their needs. By pressing andholding one of the shortcut buttons, the user can drag andswap out for other shortcuts shown in the central display.
This implementation allows for a flatter menu structure
overall.

31
31

Car-by-car summary

Peugeot 408

Distracting 3D cluster and underwhelming feature set

3D cluster presents distraction issues
While the 3D cluster offers a novel delight feature thatmany users are likely to find exciting, the display alsopresents some visibility issues depending on how it isviewed. If viewed off center, the 3D effect can blurinformation and graphics making them difficult to read.

32

Lack of entertainment features

Missing permanent HVAC controls

The system falls short of expectations in offering very little
entertainment features and no option of music streaming or
listening options. Additionally, no app store exists for users
to download content to the vehicle. This considerably limits
the ability to add to the basic FM/AM/DAB music options
provided as standard. As a result, this lack of features may
force users to use external sources such as Apple CarPlay
and Android Auto.

No permanent controls to adjust fan speed or temperature
control exist. The user is forced to always navigate to theclimate menu via the central display or shortcut button inorder to adjust these settings. Not only is this inconvenient
but it also increases the risk of driver distraction.

32

Car-by-car summary

Jeep Grand Wagoneer

Impressive feature set, but still room for improvement
The Jeep Grand Wagoneer returns a strong score for functionality achieving the highest score in 2023 and a Good
score for user experience, finishing middle of the pack compared to 2023 vehicles.
The system offers a high number of major and minor delight features including Amazon Fire TV and a 10.2-inch
passenger display. The navigation system offers a host of well-integrated features including the front passenger
display that can be used to view the map and send route guidance to the central display. One of the key negative
aspects of the system is the native voice recognition system and its relatively limited functionality. Its struggle
with inferred meaning and its lack of IoT integration makes for an underwhelming overall system.
The ADAS displays in both the cluster and HUD provide a good level of status and feedback. However, somesystems lack the required level of user support such as ACC stop & go scenarios.
Overall, the system stands out with its comprehensive feature offering. However, the user experience score isaffected by a high number of critical or major bugs.

What the system does well

▪ The ADAS display screen in the cluster gives very
good status feedback and visual warning while arepeater icon always shows current system status
regardless of display chosen.
▪ The system is feature and functionality-rich,offering connected navigation features andcomprehensive entertainment and information
features.
▪ The navigation system benefits from quick rerouting speeds and a pleasing and contemporary
map aesthetic.
▪ HMI is highly customizable allowing user to tailor
their own experience.

What the system doesn’t do well

▪ Inconsistent audio prioritization for multiple
systems.
▪ Poor search logic and search integration for
navigation producing unexpected results.
▪ Poor integration of traffic information in the map
view.
▪ ACC gives little to no support during stop&go
traffic scenarios leaving the driver potentiallyunaware of developing situations and systemstatus.
▪ Voice recognition fails all integration use tasks andstruggles with some simple navigation tasks.

SUS Score by Domain
Navigation

Infotainment

Communication

75

80

70

Voice recognition

HVAC

ADAS

65

80

70

2023 Usability Scores
80
70
60
50
40
BYD Seal

33

MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

33

Car-by-car summary

Jeep Grand Wagoneer

Numerous delight features with a highly customizable HMI

Numerous delight features

Informative ADAS HMI

Highly customizable HMI

Several impressive delight features are offered including apassenger display which can be used to send navigation
destinations to the central display, Amazon Fire TV and aretractable lower central display.

ADAS information is shown across the cluster and the HUD
with a good level of consistency. A detailed repeater icon
ensures that ADAS status is shown at all times no matter
which display has been chosen in the cluster. The large
ADAS display option in the cluster gives a clear depiction oflane tracking status, headway, PD status and vehicles
ahead. With the ADAS display chosen, all other information
is kept to a minimum to avoid clutter.

The level of customization for button and widget layout lets
the user personalize their experience. Home screen widgets
can be re-ordered and sized according to user preference.
Buttons in the shortcuts bar along the bottom portion of thescreen can be re-ordered to bring frequently used features
closer to the driver's side of the screen. Multiple cluster
layout options are available, while the HUD can be configured
via a dedicated menu in the central display.

34

34

Car-by-car summary

Jeep Grand Wagoneer

Inconsistency throughout the system, lackluster voice recognition

High number of bugs

Inconsistencies throughout HMI

Voice recognition lacks ability

A high number of bugs were experienced in the vehicle
throughout testing. Many were ranked as critical or major inseverity and had an impact on the overall user experience
score. Some impacted the responsiveness of the overallsystem while others caused erratic behavior of the HVAC
system.

In some cases the back button appears as an arrow andothers as a cross. The number of steps back the button
takes also varies. Visual inconsistencies between cluster andcentral display exist regarding color theme. The cluster isalways shown in a dark theme while pale and light colors
are used for the central display. Audio prioritization ispresent for some systems and not others while audio
feedback for voice recognition is sometimes present andsometimes not.

The voice recognition system struggles to impress with only
a 39% overall positive recognition score. Categories such as
phone and navigation have a reasonable recognition rate,
however several simple hygiene commands within navigationand HVAC are not possible. No integration use cases are
possible. Only after Amazon Alexa is connected can a wider
range of tasks be completed successfully.

35

35

Car-by-car summary

Nissan Ariya

Pleasing system overall, feature set struggles to impress
The Nissan Ariya achieves a Good score for user experience, finishing middle of the pack compared to 2023
vehicles but achieves an average score for functionality.
The Ariya only offers a minimal selection of features with media streaming options limited to only basic offerings.
Google search integration and Amazon Alexa complete the integration offerings. Perceived quality is of a highstandard with materials in the cabin providing a sense of luxury that is likely to be unexpected by most users.
The navigation system provides a reasonable level of support whilst route guidance is active with well-timedcommand delivery and good visuals in the HUD. However, the system falls short in some areas such as poor
traffic data integration on the map. The native voice recognition system struggles to impress. Amazon Alexa isoffered as an alternative to the native voice recognition system and brings added functionality and greater levelsof task completion success. Two main displays in the cluster present ADAS information. Each display provides
varying levels of visual support for different systems.
Overall, many features are delivered to an acceptable standard, but an underwhelming feature set and struggling
voice recognition system stand in the way of a higher overall score.
What the system does well

What the system doesn’t do well

▪ Piloted driving warnings during a hands-off eventare visual, audible and convey an increasing senseof urgency.

▪ Issues with map layout and functionality resulting ina difficult and cumbersome system to use.

▪ A permanent shortcut bar on the left-hand side of
the central display allows for quick access to themain apps.

SUS Score by Domain
Navigation

Infotainment

Communication

60

73

58

Voice recognition

HVAC

ADAS

60

55

53

▪ Response and recognition issues across the system,
especially concerning HVAC touch bar.

▪ Significant visual inconsistencies between ProPilot
and the rest of the ADAS.

▪ In-depth head-up display (HUD) that offers
support to the driver, including navigation and
ADAS information.

▪ Initial use of some ADAS systems were unintuitiveand difficult to learn, like the fully-automatic parking
assist (FAPA).

▪ Google search integration brings added layers of
information and detail to search results.

▪ Voice recognition lacks flexibility and ability tosuccessfully complete many tasks.

2023 Usability Scores
80
70
60
50
40
BYD Seal

36

MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

36

Car-by-car summary

Nissan Ariya

Elevated cabin quality, good graphical support in cluster and HUD

Impressive cabin appearance

HUD rich in detail

Extensive Piloted Driving warnings

Cabin materials give the interior an impression of luxury.
The use of Alcantara dashboard trim, a wood-effect center
console with laser-etched buttons and ambient lit grille trimaround the lower portion of the cabin help to elevate theinterior beyond the perceived brand image.

A good range of information and detail is shown in the HUD.
ADAS information is accurately reflected with high levels of
consistency compared to the cluster. When route guidanceis active, junction views, current command, distancecountdown, roundabout view with exit number and lane
guidance are also shown.

The warnings given in the instrument cluster, HUD and
audibly are clear and supportive when the driver’s hands are
no longer detected on the steering wheel during Piloted
Driving operation. The visual warnings show how to correct
the situation while the audible warnings increase in severity if
a warning is ignored. Brake pulsing is initiated as a lastresort.

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Car-by-car summary

Nissan Ariya

System suffers from poor response, ADAS support is inconsistent

Map elements problematic

ADAS and ProPilot inconsistencies

Response and recognition issues

The map view in the central display has multiple
issues preventing it from being as intuitive as it could be. A
lack of automatic zoom makes intricate road layouts difficult
to view. Harsh road coloring on the map makes for an
unpleasant viewing experience at nighttime. Traffic jam
indication is poorly integrated resulting in the current route
guidance line being completely obscured.

The ADAS display provides a good level of visual feedback
for systems such ACC and PD, showing the car ahead andheadway. However, the ADAS display does not show lane
tracking status or any BSM warning beyond a small icon.
The ProPilot display shrinks the detailed ACC and PD
information to repeater icons, while providing more detailed
status for LKA, LDW and BSM. Both displays provide good
information for certain systems, but neither display provides
suitable feedback for all systems.

The system struggles to keep up with user input, especiallyquick successive inputs and there is a noticeable lag whentransitioning between menus. HVAC hard buttons below thecentral display suffer from poor response to user input andmisoperation is a common occurrence often requiring
multiple presses.

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Car-by-car summary

Fisker Ocean

Solid first impressions, shortcomings and bugs disappoint
The Fisker Ocean returns a disappointing user experience score, finishing lowest among all vehicles tested in
2023. The functionality score is held back considerably due to missing features. This is a result of testing an early
to market vehicle with these missing features expected in future updates.
The system does impress in other areas with a good selection of entertainment apps and music listening options.
Many delight features are implemented including ‘California Mode’ and ‘Hollywood Mode’. Core functionality of thenavigation system is good with destination input largely intuitive and simple. However, the system lacks anelement of flexibility with only very limited POI filtering options, especially for charge point locations. Most
elements of the interior give a good impression of quality, but this is not consistent across the entire cabin.
‘Fi-Pilot’ was not available on this vehicle with only LKA/LDW and BSM present.
On the surface, the Fisker is an impressive and forward-looking entrant into the EV SUV segment. However,missing features that are likely to not go unnoticed by users and a very high level of instability create an
impression of a vehicle that has been released too early with the expectation that users will dismiss its
shortcomings until an OTA is released.

SUS Score by Domain
Navigation

Infotainment

Communication

67.5

72.5

N/A

What the system does well

What the system doesn’t do well

▪ Many delight features that result in lasting talking
points such as ‘Hollywood Mode’, ‘California Mode’and ‘Boost Mode’.

▪ Very unstable system with many bugs and glitches.

Voice recognition

HVAC

ADAS

▪ Lack of overall customization and personalization
throughout the system.

N/A

87.5

67.5

▪ Good selection of entertainment apps such as Prime
video, YouTube, Hulu, Apple TV etc.

▪ A permanent ADAS display in the top portion of thecentral display gives constant information relating to
ADAS.
▪ The shallow and flat menu structure allows for easy
navigation of the system and quick learnability. Task
completion times are also quicker as a result.

2023 Usability Scores▪ Legibility issues both in the cluster and central
display, particularly with text size.

80▪ Cluster lacks functionality and only presents very
limited navigation information.

70▪ Inconsistent loading times throughout the systemand especially when calculating longer navigationroutes is likely to cause frustration among users
over time.

60
50
40
BYD Seal

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MG4 EV

Peugeot
408

Grand
Nissan Ariya
Wagoneer

FiskerOcean

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Car-by-car summary

Fisker OceanEntertainment features impress, convenient ADAS display

Many delight features

Entertainment offering

Permanent ADAS display

The rotating central display known as ‘Hollywood Mode’ is
one of many delight features that are likely to impress users
and create a lasting talking point. ‘California Mode’, whichdrops all of the windows including the rear screen andsunroof, is also likely to drive high levels of satisfaction andprovide a wow-factor for many users. The high number ofmajor and minor delight features in this vehicle help tocreate40 a unique identity for the vehicle among many othersimilar vehicles in this segment.

The system offers a good range of entertainment apps fromleading services as default that are likely to satisfy users.
These apps can be accessed when the central display is in‘Hollywood Mode’ and make full use of the large wide
screen central display.

A permanent display of ADAS related information andwarnings is shown in the top portion of the central display.
This is never removed are changed in anyway regardless ofwhat other settings or features are being displayed in therest of the central display. This helps to provide the user withconstant status of ADAS where possible.

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Car-by-car summary

Fisker Ocean

Many bugs across the system, missing features disappoint

Legibility issues throughout

Highly unstable system

Lack of customization/personalization

Text size is a major concern across both the central display
and the cluster. The large size of the central display meansthat text below ideal height requirements is exaggerated
and appears lost within the display. This can cause issues inlocating the required text or labels, especially while driving.
Navigation information in the cluster is also too small anddifficult to fully read when driving. This is especially true fornavigation
icons such as destination arrival.
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A total of 17 bugs were highlighted during the five days oftesting. Many of these bugs are classified as critical or
major in severity. On multiple occasions a soft software
reset is required to rectify the issue. Most of these bugs
concern the infotainment and navigation domains; however,bugs of varying severity exist throughout the system. Thisis likely to have a negative impact overall on levels of user
satisfaction.

Overall, the system lacks the expected level of customizationand personalization for users to tailor the system to theirneeds and preferences. For example, none of the menu
layouts, widgets or shortcut bar can be adjusted or changed.
Only one user profile can be linked to the vehicle at any one
time, resulting in an overall lack of flexibility.

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Contact Us

Contact SBD Automotive

Do you have any questions?
If you have any questions or feedback about thisresearch report or SBD Automotive’s consulting services,
you can email us at info@sbdautomotive.com or discusswith your local account manager below.

info@sbdautomotive.com

Book a meeting

USA

Garren Carr
North America
garrencarr@sbdautomotive.com+1 734 619 7969

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UK

Germany

Luigi Bisbiglia
UK, South & West Europe
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Andrea Sroczynski
Germany, North & East Europe
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salesChina@sbdautomotive.com+86 18516653761

SBD Japan Sales TeamJapan, South Korea & Australia
postbox@sbdautomotive.com+81 52 253 6201
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