EV Experience Shift: What Consumers Expect Beyond Electrification

In an exclusive interaction with Thiruamuthan, Assistant Editor at Industry Outlook, Vikas Prasad, President & Managing Director, Webasto Roofsystems India, discusses how evolving roof systems, thermal management, and digital comfort features are reshaping consumer expectations in India's electric vehicle market. He emphasizes the growing importance of intelligent, energy-efficient solutions that enhance comfort, efficiency, and user experience in EVs. Vikas Prasad, a seasoned leader with 2 decades of experience, specializes in business strategy, plant operations, supply chain management, and cross-functional leadership, excelling in scaling growth and building impactful partnerships.

As EV adoption accelerates in India, which roof, thermal, and digital comfort features are most influencing consumer expectations beyond basic electrification today?

As India moves deeper into the electric mobility era, customer expectations are evolving far faster than the technology itself. What once began as a shift toward cleaner propulsion has now become a conversation about comfort, experience, and emotional appeal. Buyers increasingly see features like panoramic roofs as more than design elements—they view them as a way to make the cabin feel open, modern, and premium, especially in dense urban environments where the driving experience is otherwise constrained.

Thermal comfort is becoming equally pivotal. Given India’s climate extremes, customers expect the cabin to cool quickly without sacrificing range. They want systems that feel intelligent—automatically adapting to heat, humidity, and occupancy. Technologies such as heat‑pump–based cooling, zonal climate control, and pre‑conditioning are drawing attention because they blend comfort with efficiency, a balance that EV buyers are becoming more sensitive to.

Digital comfort is perhaps where expectations are rising the fastest. Consumers now want their car to align seamlessly with their digital habits. Intuitive interfaces, connected infotainment, personalized climate and seating preferences, and over‑the‑air improvements are quietly reshaping how people perceive an EV’s value. Increasingly, it’s these comfort‑centric layers, not the battery or motor, that make an electric vehicle feel truly next‑generation.

With rising Indian temperatures, how are advanced roof systems and thermal solutions shaping EV buyer preferences around cabin comfort and energy efficiency?

In peak summers across India, cabin comfort is becoming one of the strongest influencers in EV purchase decisions. Buyers are no longer satisfied with conventional cooling; they expect solutions that feel smarter, faster, and far more energy‑efficient. Advanced roof systems, especially those with improved insulation layers, low‑E glass, and optimized shading systems are playing a significant role in reducing heat load even before the HVAC system turns on. Consumers quickly notice the difference in how much cooler the cabin feels after the vehicle has been parked in the sun.

Thermal technologies are evolving just as rapidly. Heat‑pump‑based HVAC, zonal cooling, and pre‑conditioning features allow the vehicle to manage cabin temperature more intelligently while preserving range, something EV buyers are acutely aware of. These systems subtly reshape preferences: customers gravitate toward models where comfort does not come at the expense of efficiency. Increasingly, the way a vehicle handles heat is becoming a core part of the EV value equation.

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As panoramic and smart sunroofs gain traction, how are OEMs balancing design appeal with thermal insulation and structural safety in Indian EVs?

As panoramic and smart sunroofs gain popularity in India’s EV segment, OEMs are learning to strike a careful balance between visual appeal, heat management, and structural integrity. The design conversation today goes well beyond simply adding glass. Roof systems manufacturers are investing in multi‑layer low‑E glazing, improved shading solutions, and high‑performance insulation films to ensure that the cabin remains cool even under harsh Indian summers. This allows them to retain the premium, airy cabin feel customers want without compromising thermal efficiency.

On the structural side, EVs introduce a unique challenge because the battery pack demands an inherently rigid body shell. Sunroof apertures can further support the structural strength. As a result, OEMs are reinforcing roof frames, using higher‑grade steels and optimized load paths to maintain safety standards while accommodating larger glass areas. The overall approach is becoming more holistic, design appeal, comfort, and safety now move together rather than in trade‑offs.

How are integrated thermal systems helping Indian EV manufacturers reduce HVAC load while maintaining passenger comfort, especially in compact and mid-segment vehicles?

Integrated thermal systems are becoming a quiet differentiator in India’s compact and mid‑segment EVs. Manufacturers are moving away from traditional, energy‑heavy cooling setups and leaning on smarter combinations of heat pumps, efficient ducting, and better cabin insulation. These systems manage temperature far more selectively cooling occupied zones quickly while avoiding unnecessary load on the battery. In a market where range anxiety still shapes buying choices, this balance matters. Buyers appreciate that comfort isn’t sacrificed, yet the vehicle feels more efficient and better engineered. For OEMs, it delivers a practical path to refinement without pushing up cost or complexity.

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With connected and software-controlled features becoming common, how important are intelligent roof and climate systems in shaping perceived EV value?

As software-driven features become standard in modern EVs, the way a vehicle manages light, temperature, and cabin ambience is increasingly influencing how customers judge overall value. Intelligent roof systems, whether switchable glazing, low‑E insulated, or paired with blackout shading systems, have moved beyond being aesthetic luxuries. They now shape the everyday experience inside the cabin, especially in India’s climate, where heat load has a direct impact on comfort and range. When buyers see that the vehicle stays cooler, feels quieter, and adapts to sunlight without constant manual adjustments, they perceive a higher level of engineering maturity.

Climate systems are evolving as EVs are evolving to be more and more efficient. EV buyers quickly realize that every comfort choice has an impact on range, which makes the behavior of the HVAC system far more noticeable than in traditional cars. When a smarter setup cools the cabin quickly, directs airflow precisely where it’s needed, works seamlessly with pre‑conditioning, and manages its energy draw without fuss, customers see it as thoughtful engineering rather than a showcase of technology. These refinements shape the feeling that the vehicle is actively supporting the user’s comfort while still protecting efficiency, creating a sense that the car is working with them, not competing with their needs.

Intelligent roof and climate technologies play a quiet but influential role in that perception. They subtly lift the overall sense of comfort, efficiency, and thoughtful engineering, leaving buyers with an impression of quality that stays with them long after the test drive.

Looking ahead, how will the convergence of roof systems, thermal management, and digital services redefine feature differentiation in India’s next-generation EVs?

As India moves into its next wave of electric mobility, the real differentiation among EVs is shifting from hardware specifications to how intelligently the vehicle integrates its comfort, efficiency, and user‑experience features. The convergence of roof systems, thermal management, and digital services is set to become a defining element of that shift. Advanced Roofsystems technologies especially panoramic, switchable glazing, and advanced insulated glass, will no longer be viewed as stand‑alone premium features. Their value will come from how effectively they work with the vehicle’s thermal and software architecture. A roof that reduces heat load, communicates with the HVAC system, adapts its tint based on weather, and responds to user preferences creates a noticeably smoother cabin experience. As temperatures continue to rise, this seamless interaction will matter far more than the size of the glass panel itself.

Thermal management, too, will be judged on intelligence rather than raw cooling power. Systems that anticipate cabin conditions, adjust airflow proactively, and optimize energy usage without drawing attention to themselves will become benchmarks for refinement. Buyers will look for cars that maintain comfort effortlessly, without forcing them to choose between convenience and range.

Digital services will tie it all together. Connected features, whether through apps, personalized climate profiles, or adaptive ambient controls it will shape how customers perceive quality and sophistication. As these systems become more coordinated, they will define the character of the vehicle.

In the coming years, true differentiation in Indian EVs will emerge not from isolated features, but from how harmoniously these features are well-connected and operate seamlessly to elevate everyday driving.