Almost 100,000 automotive consumers of 2025 model-year autos have been requested what they considered their gleaming new rides. The outcomes are revealing, to say the least. Need to know who was the worst performer? That ignominy goes to Audi, with an embarrassing 269 issues reported per 100 automobiles.
Nevertheless, some of the fascinating discoveries of the J.D. Energy Preliminary High quality Examine (labelled as a “key discovering”, no much less) involved not annoyance with the shortage of bodily buttons, nor, amazingly, intrusive bongs from speed-warning techniques, however a marked improve in “cup-holder frustration”.
“Whereas it appeared like producers had cup holders found out … producers are struggling to maintain up with having the ability to accommodate all of the totally different sizes and shapes [of containers] which are more and more out there,” says the report.
So evidently regardless of the auto business’s obsession with software-defined automobiles, many purchasers would forego any variety of digital doohickeys, as long as there was sufficient room of their new automobiles for a number of Massive Gulps. Paying by means of the nostril for a flowery new automotive full of tech—ADAS, ambient lighting, back-groping seats, canine modes—doesn’t cease auto consumers from complaining about insufficiently expandable beverage bays.
For a number of years, this long-running annual benchmarking report has suggested automotive manufacturers to pay nearer consideration to the cup-holder kvetching. The cylindrical voids of house—or, in some automobiles, flip-out trays, door areas, fancy holsters, or hinged pockets—are nonetheless too small, gripe lots of these surveyed. Too small for what, although? Most probably gargantuan Stanley cups, big Yeti Gallon Ramblers and related such bladder-busters, the spilt contents of which may drench a desert into bloom.
Though middle console actual property in immediately’s automobiles is at a premium—particularly now that ever-bigger touchscreens have develop into seemingly important in each self-respecting digital cockpit—America’s (and more and more the Center East and Australia‘s) big-drink tradition dictates that automakers not scrimp on cup storage.
It’s the Little Issues
Twenty years in the past, a PricewaterhouseCoopers report advised that the variety of cup holders in a US car was some of the important components in clinching the acquisition resolution for potential auto consumers. That it stays simply as important immediately should rankle with auto software program engineers, however it doesn’t shock Chris Fischer, Nissan’s go-to engineer for cup holders. “That cup holders work effectively is vital to buyer satisfaction,” Fischer tells WIRED. “It’s a key decider when shopping for a automotive.”
Working from Nissan’s North American technical middle in Farmington Hills, Michigan, Fischer is the corporate’s senior supervisor of auto efficiency growth, and, together with a staff of “cabin utility” engineers, he has toiled to enhance in-car beverage storage since 2015, when poor cup holder efficiency adversely impacted Nissan’s J.D. Energy benchmarking scores.
Cup-holder design issues intensely to many customers, he says. “In the event that they’re mad a few touchpoint each day, it’ll bitter their want to need this car once more.”
“Touchpoints are critically vital,” agrees Dick Powell, cofounder of London-headquartered design and innovation firm Seymourpowell. “Nice design is basically about making issues higher, and once you go right into a automotive showroom, the touchpoints are the primary interactions you’ve got with the automotive. How does the [door] deal with really feel? What’s it like opening the door? The place are the cup holders?”
