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Functionality alone is no longer sufficient to sell cars. Interiors are set to become the new battleground where customers will be won and lost. Those manufacturers that are successful will be the ones that manage to embody the desires and emotions of their customers in the vehicle design and execution. The choice of materials and their inherent tactile qualities can be a powerful way of connecting with the customer and enhancing a vehicle’s appeal and brand perception. This document describes how the International Automotive Research Centre (IARC) at The University of Warwick has been working with Jaguar Land Rover, researching current knowledge and techniques relevant to Affective Design, tactility and the automotive NPI process to address these challenges.