© 2020, Springer Nature Switzerland AG.This study of automotive HMI (human-machine interface) design is built around the fact that traditional product modelling and testing tools (i.e. foam-clay mock-ups, working prototypes) are increasingly being replaced by simulation technologies. The development of these technologies creates challenges as well as opportunities for product design teams. This study was carried out as a workshop to understand these challenges. A shortlist of fourteen new in-vehicle interactive technologies was determined through a literature review, followed by recruitment of four experts to evaluate the simulation of these technologies. The evaluation was based on pre-set criteria regarding the suitability, availability of tools and extent of research and development required to simulate the interactive technologies, within a context of new product design and development.