Brief 3 - Instrument Cluster - Benchmarking/Pre-existing product research

Ford

Tesla

Land Rover

Whereas traditional, dial-based instrument clusters all tended to look more or less the same, the introduction of digital, or virtual instrument clusters gave an opportunity to manufacturers to be more individual. They could now better express their brand, and include real-time, dynamic and personalised features that would've been impossible on physical dials. Whereas most automakers chose the skeuomorphic route of emulating the appearance of the physical dials they were replacing, others, such as Tesla, completely ignored their origins to create a much more simple and usable aesthetic which complemented, not hindered, the newly enabled features.