The automotive industry has witnessed a remarkable shift in recent years, as Asian brands have risen to prominence in various segments, including interior design. Ward's Automotive Group is a leading provider of automotive insights, and its latest announcement of the 2023 Ward's 10 Best Interiors serves as a testament to the excellence achieved by Asian automakers in this crucial area.

Criteria for Selection

Ward's 10 Best Interiors award is a prestigious honor bestowed upon vehicles that exemplify outstanding interior design and user experience. The selection process involves a rigorous evaluation of various factors, including:

  • Material quality and craftsmanship
  • Comfort and support of seats
  • Ergonomics and ease of use
  • Technology integration and functionality
  • Aesthetics and overall visual appeal

Asian Dominance

The 2023 Ward's 10 Best Interiors list is dominated by Asian brands, with seven of the ten vehicles hailing from Asia. This dominance underscores the significant progress made by Asian automakers in the realm of interior design, demonstrating their ability to blend premium materials, innovative technology, and intuitive user interfaces.

Winning Vehicles

The Asian brands that shone bright in this year's competition include:

1. Genesis G90

This flagship sedan from Genesis boasts an opulent and technologically advanced interior that sets a new benchmark in the luxury segment. The G90's spacious cabin exudes elegance with its premium leather upholstery, genuine wood trim, and panoramic sunroof.

2. Hyundai Palisade

The Hyundai Palisade is a family-friendly SUV that redefines comfort and versatility. Its spacious interior features comfortable seating for up to eight passengers, ample cargo room, and user-friendly technology, making every journey a delight.

3. Kia EV6

The Kia EV6 is an electric crossover that blends sustainability with style. Its cabin is a sanctuary of modern design, with sustainable materials and intuitive technology that enhances the driving experience.

4. Lexus RX

The Lexus RX is a midsize luxury SUV that has consistently impressed with its interior craftsmanship and innovative features. The 2023 model elevates the RX's interior to new heights with high-quality materials, ambient lighting, and an advanced infotainment system.

5. Toyota Camry

The Toyota Camry is a midsize sedan that has long been renowned for its reliability and affordability. In recent years, the Camry has also stepped up its interior game, offering a refined and well-appointed cabin with premium materials and user-friendly technology.

6. Honda Accord

The Honda Accord is a midsize sedan that strikes a perfect balance between performance and comfort. Its interior is spacious and well-crafted, featuring comfortable seats, a user-friendly infotainment system, and a premium sound system.

7. Subaru Outback

The Subaru Outback is an adventure-ready wagon that combines ruggedness with comfort. Its interior is designed to withstand outdoor adventures while providing ample space, comfortable seating, and advanced technology for on-road and off-road excursions.


The dominance of Asian brands in Ward's 10 Best Interiors is a testament to the significant advancements made by Asian automakers in the realm of interior design. These winning vehicles showcase a deep understanding of user needs, meticulous attention to detail, and a commitment to delivering an exceptional automotive experience. As Asian brands continue to push the boundaries of interior design, it is evident that the future of automotive interiors lies in the East.

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