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BMW recently commissioned an in-depth study, "The Secret Life of Cars and What They Reveal About Us", to grasp what drivers really need by examining not the horsepower, crash safety, or 0 to 60, but how drivers and passengers react behaviorally and emotionally en route.

From regional color preference to getting in and out to hand signals to family time spent in the car to places to put "stuff" to where couples like to sit, the report covers the relationship owners have with their vehicles in hopes that the research will provide a base to achieve as high a caliber of design and engineering for the user's experience as is already implemented for physical performance.

via dezeen