As vehicle quality and reliability has improved, OEMs are increasingly aware of the role user experience can play in the customer decision-making process. That user experience could be planned in during the vehicle development, demonstrated at the dealer or during the test drive. Providing drivers with engineering-led expertise for such scenarios is offered by UK firm ProTwo. We spoke to its founder Simon Poole about why OEMs, Tier ones and dealers are using its services to deal with changing consumer expectations.