The companies that make (and often design for the OEM) are often the same across board... be it Kia, Ford or JLR or Merc etc..... They sell their technology to these OEMs, who don't often invent stuff themselves, more cherry pick what's on the shelf.... (Power train is about the only in house items these days) a lot is done by "Full Service Suppliers"
The issues will start in the styling studio.... where wacky ideas and infeasible concepts get requested of the suppliers... often by very young inexperience "designers" who have been let loose with the crayons......
While some of the designs come from the OEM, often its not feasible and the supplier has to negotiate a better solution, or rip it up and start again.... as the "offshore low cost country resource" used by some OEM's has made a pigs ear of it.... The design process has been devalued by the accountants and engineers relegated to spread sheet and metrics chasers.
So while we have been making cars for a century... sometimes it seems we haven't move forward as much as we should have.....
Next is the budget constraints, with the need always to try and drive down costs, so yes even the likes of Audi etc end up using more hard plastics and less soft touch mouldings.
Customers want to pay as little as possible, so cost reduction is huge activity in the mainstream vehicles/OEMs...(while others are terrible at it) The balance of quality and features vs cost will then vary to suit the segment they sell in... compromise ...that's all it is.
I also think companies are struggling to find ways to be unique and different from their competitors, while being competitive on cost. So we either end up with a few disaster interiors or they all look the same !