Inner beauty: Automakers rev up interiors with design and technology

The Kia Optima features phone and iPod integration and a heated steering wheel. (Kia Optima)

When I was a teen, my dad wisely hinted, "A great body is nice, but it's what's inside that you live with day in and day out." Although he was probably talking about my girlfriend, the words also described our '60s Pontiac Bonneville. The exterior was blah, but the chrome-trimmed dashboard was art.

While it's the sheet metal that draws us to vehicles, the interiors are fast becoming as exciting as the exteriors. Few of us spend an afternoon gazing at an automobile's fender, but the dashboard can catch our eyes for hours during a long drive.

Once a favorite target of minimalism by penny-pinching automobile manufacturers, the cabin is now seen as a great way to attract buyers. The cockpits of lower-priced vehicles are becoming more attractive, useful and intelligent (the quality that my former girlfriend didn't have).

Chrysler exemplifies the upgrade trend. Klaus Busse, the carmaker's head of interior design, says part of the company's comeback strategy is to take its weakest point and make it its greatest strength.

"The driver spends far more time staring at the instrument panel than any other part of the car," he says. "It should be the most admired piece we design."

Prodded by Fiat to create pleasing emotional spaces, Chrysler pushed computers aside to sculpt clay mock-ups by hand. Now, flowing shapes, soft-touch materials, color LCD displays and jewel-like lighting surprise shoppers.

One peek in a 2011 Jeep Grand Cherokee, Dodge Journey or Chrysler 300 proves that the company is serious about a lasting relationship with car buyers.

Nissan's 2011 Quest minivan was specifically designed to emulate a family room to calm stressed-out families. Senior product manager John Curl says the automaker used premium-looking materials even in base models to give all buyers a warm and rich atmosphere. The seats use two different foams: a firm layer rests on top of a softer one for support and comfort.

Those who buy compact cars have come to expect plain, plastic interiors. When conceiving the new Chevrolet Cruze, GM interior designer David Lyon boosted the level of style for a more luxurious look.

"Get someone to think 'Oh, I never thought I could afford a vehicle with this interior,' and the car begins to sell itself," he says.

Chevy also gives the Cruze ice-blue instrument lighting and makes it very quiet at highway speeds, adding to the premium experience.

The 2012 Ford Focus passenger space has both looks and intelligence. Materials look and feel a grade higher than expected. Ford also focused on attractive technology. Chief interior designer Gary Braddock says the new MyFord Touch interface is designed to improve its popular SYNC system.

MyFord Touch divides a console-mounted LCD touchscreen into four color-coded sections: red for entertainment, blue for climate control, yellow for phone and green for navigation. The home screen displays basic controls for each of the four functions.

Tap the red tab, and the screen fills with options for all your media sources, such as radio, iPod and CD player. Blue brings up full controls for heating, air conditioning and seat warmers. The sections simplify the choices that overwhelm some owners.

Even small enhancements make a car's passenger compartment a happier place. Phone and iPod integration are standard in Hyundai and Kia vehicles. The Kia Optima is available with a heated steering wheel and panoramic glass roof.

Though the interior will probably never be the selling point for a vehicle, the improvements are a rare case when thinking inside the box is a good thing.