As automotive interiors undergo rapid transformation, designers find themselves at a critical inflection point – one that demands a new relationship between digital innovation and the materials that give a cabin its soul.
In the panel discussion, ‘CMF design in the era of the digital cabin: How can CMF design shape the soul of the digital cabin?’, at Automotive Interiors Expo Europe‘s InteriVision Forum on June 24, 2026, designers spanning the global automotive industry discussed where true consumer value is created, and how to strike the right balance between digital innovation and tactile materiality to elevate user experience and reinforce brand identity.
The session was opened by moderator Burcin Kesercioglu, CMF designer and strategist at CMF Consultancy (Wonderful CMF) and formerly chief CMF designer at Lynk & Co. “While these technologies offer significant advantages to drivers and passengers alike,” she said, “they have also sparked important conversations within the design community: are digital screens taking away the soul of car interiors – their authenticity and materiality?”
“If you want to make a sanctuary, I don’t think you need to sacrifice technology,” said Guillermo Colomer Goenaga, senior CMF designer at Changan Automobile, commenting on the mixed opinions the industry faces around the adoption of hyper-digital spaces.
Guang Yang, advanced UX designer at Diconium (a Volkswagen company), added, “As a user, they don’t see parts as separate pieces. A digital element won’t be seen as a screen or a tactile material in isolation, but as part of the cabin as a whole.”
Color, material and finish (CMF) define the character and narrative of the automotive interior – the space drivers and passengers inhabit most. Ensuring the cabin is experienced as a whole goes beyond any individual part. “The role of CMF designers has evolved from selecting materials to designing experiences,” explained Rossella Guasco, VP of CMF design at Stellantis.
Steve Stanforth, CMF design chief at Geely Technology Europe UK, reflected on what that balance looks like in practice. “A sanctuary means something different to every user. The real question is balance: what does it actually take to create that sanctuary? For a long time we have been moving back toward natural materials, trying to restore a more holistic feel – but whether that’s right depends entirely on the user.”
Kesercioglu noted that, “As CMF designers, we sit at a critical point where authenticity and perceived quality rely on the seamless fusion of technology and materiality.”
At the session’s close, the panel came together for a group photo – a reminder that collaboration across companies, suppliers and designers is key to progressing vehicle interiors toward the consumer’s vision of perfection.
Automotive Interiors Expo Europe 2026 closes today, June 25. Automotive Design & In-Cabin Expo will be held at the Vibe Credit Union Showplace in Novi, Michigan, October 27-29, 2026
