Driving innovation: How Tobii Glasses X unlocks performance in the automotive industry

From precise vehicle assembly to skilled, safe driving, wearable eye tracking is revealing the unseen patterns behind better cars and better experiences. 

Automotive success depends on trust — trust that a vehicle is built to last, that it will keep passengers safe, and that its systems will perform reliably in the moments that matter. Behind all this is human expertise: people, testing, and driving in ways that have historically been hard to measure. 

Even with rigorous procedures and advanced automation, much of the know-how in automotive lives in the minds of highly skilled workers and drivers.

How do they focus under pressure?

Where do they look when problems arise?

Which patterns of attention shape quality, speed, and confidence? 

With Tobii Glasses X, these questions are easier to answer. The wearable eye tracker captures real-world human performance as it happens, revealing the details that make a difference on the production floor, behind the wheel, and throughout the driving experience. 

Manufacturing excellence 

Modern automotive manufacturing is a marvel of precision and scale — yet every step depends on human focus. From welding parts to the final inspections, even small lapses can compromise quality or slow the line. 

By tracking attention during assembly, Tobii Glasses X helps teams spot where concentration drops, where unclear instructions interrupt workflow, and where new hires struggle to keep up. Then, by comparing the recordings in Glasses Explore, complex and hidden truths about behavior and technique are thrust into the light.  

The insights that follow can feed into smarter training resources that are personalized for specific needs. They enable simpler handovers through visual representations of workflows. They also help build the foundations of sharp and effective standard operating procedures. 

The payoff is a more resilient production process — one that supports high-quality output, efficient onboarding, and fewer costly errors. 

High-performance drivers 

Whether testing a prototype or demonstrating safety-critical maneuvers, skilled drivers operate in fast, high-stakes environments. Their reactions often happen in fractions of a second, guided by instincts built over years of practice. 

Tobii Glasses X makes it possible to observe those instincts in action. In track sessions or advanced driver training, it shows exactly how experienced drivers scan for hazards, anticipate vehicle responses, and manage complex information on the move.  

Using the visualizations provided in our analysis software, trainers and engineers can build clearer guidance for others, turning subconscious skills into repeatable, teachable methods. That means more confident drivers, safer responses, and better-informed vehicle testing programs. 

Shaping in-car experiences 

Today’s cars are packed with technology — from infotainment systems to driver-assist features — all designed to help people feel safe and in control. But an interface that seems logical on paper can still distract or confuse when used on the road. 

With Tobii Glasses X, development teams can capture how drivers interact with their vehicle in the moment. By following up with Tobii Glasses Explore, our analysis software, they understand where attention is pulled away from the act of driving, where controls or displays demand too much effort, and how intuitive the cabin really feels.  

At Tobii, we’ve helped automotive clients shape their in-cabin experiences to ensure they find ways of including the very best technology, without sacrificing every manufacturer’s top priority — safety. The findings from eye tracking analysis helps create safer, more enjoyable user experiences — giving drivers the confidence to focus on the road, not on figuring out the technology in front of them. 

Conclusion 

Every part of the automotive world relies on human attention, from the precision of the factory to the instincts of skilled drivers and the ease of everyday journeys. Until now, these critical patterns of focus have been hard to see. 

Tobii Glasses X and Glasses Explore changes that — giving manufacturers, trainers, and designers a window into how people really perform. By combining wearable eye tracking with powerful analytics, it helps teams strengthen safety, improve quality, and build vehicles people trust. 

In an industry moving faster than ever, those insights are the key to staying ahead.