Study: CV drivers opt for comfort over convenience
Commercial vehicle drivers favour features that promote bodily comfort and wellness over purely convenience-based gadgets, according to a behavioural research study by NewTerritory, a design studio which specialises in human-centred experiences for the automotive and aviation sectors.
The study examined the needs and preferences of CV drivers as regards the future design of trucks, buses, coaches and vans. The results suggest that – contrary to the rush for consumer tech in passenger cars – drivers of commercial vehicles favour smarter comfort and practical wellness features over coffee-ordering services or in-vehicle butlers, the company says.
“Commercial vehicle drivers aren’t asking for flashy, car-like tech,” said Luke Miles, founder of NewTerritory.
“They want a workspace that cares for their bodies, sharpens their focus and helps them recover between shifts. We need to start designing commercial vehicles to act as multi-modal hosts which adapt to the occupants’ changing needs over time, rather than simply means of transport.”
The research suggests that drivers place significant importance on ergonomic upgrades and wellbeing tools.
The findings were based on input from 1,025 CV drivers. Respondents were asked to select three design improvements that they would value most in their vehicles. 58 per cent selected adjustable seating with posture memory, and 43 per cent opted for ambient lighting and mood settings.
41 per cent of drivers favoured adaptable interiors (for shifting work modes), and 36 per cent chose fully reclining seats for rest. 25 per cent opted for heated/cooled massage seating.
In contrast, the study found that purely convenience-based features attracted significantly less interest, with 11 per cent of drivers selecting automated coffee/food ordering, 10 per cent favouring a hydration station with reminders, 12 per cent choosing calendar integration/appointment alerts, and 18 per cent opting for automated trip planning and bookings.
Luke Miles of NewTerritory
While regulations mandate breaks for drivers, says NewTerritory, true rest and recovery are rarely built into the vehicle’s environment.
Without a well-designed, supportive cabin environment, the firm adds, drivers can suffer from fatigue, stress, musculoskeletal discomfort and decreased concentration.
NewTerritory’s CV study is part of a broader automotive strategy; the studio says it has dedicated over 450 hours in the past 12 months to investigating consumer preferences across major transport sectors, from aviation and passenger cars to commercial vehicles.
Luke Miles added: “Putting the driver first is crucial, they deserve and want environments that are not just functional, but restorative. This is about supporting their bodies, boosting concentration and reducing strain.”
