Automakers Turn Their Attention to Seating Systems Owing to Change in Consumer Patterns

Over the years, car seats were not given special preference so as to decide which car has to be bought. While buying a car, engine performance, car interior, mileage, fuel efficiency, and external looks were the top factors that were taken into account. Today, the trend has witnessed a slight shift as seating systems have gained popularity. With advancements made in technology and in the field of product design, the automotive smart seating system market is set to grow in the near future. Big Market Research, recently added a report titled,” United States Automotive Smart Seating System Market Report 2016” that offers useful insights related to the market, such as the market share, size, and growth.

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In the past decade, consumers have started stressing on interiors and comfort when it comes to buying a car. For many years, carmakers did not put much effort to offer a comfortable seating system and have relied on other interior aspects of the vehicle such as the speedometer, internal lighting, and the design of the dashboard to boost sales. However, consumer expectations have changed over the years and with the growing auto-maker competition, smart seating systems have gained special importance.

According to J.D Power’s 2016 U.S Auto Avoider Study, interior styling is the second most crucial factor that plays an important role when it comes to buying a car, the first one being the exterior design of the vehicle. Brent Gruber, director of J.D. Power’s global automotive division discussed a few key points and said that the consumers have become aware of their surroundings and seating plays an important role in how auto makers can connect with consumers.

Volvo Car Corp., has invested heavily in the seating systems in their vehicles after studying the consumer pattern in recent years. The Swedish company, which is owned by the Chinese company, Zhejiang Geely Holding Group Co., has invested millions of dollars and spent around seven years redesigning, testing and revamping their seats. The new seating system in the XC90 sport-utility car, has caught the attention of many consumers and car makers.

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The main challenge a carmaker has to face when it comes to integrating smart seating systems in their vehicles is to cut costs and offer a cost-effective solution. Traditionally, the same designs and parts were used for many years for different car models. However, now, automakers team up with other companies to develop a seat that can be standardized for different models. To save costs, some car manufacturers are working on in-house seat manufacturing. It is a challenge to significantly improve the seating systems as change in materials and design need to be tested to meet crash standards. The standards monitor and keep a track of everything such as height and width of the seat to the distance from the steering wheel. According to a few industry experts, it might take around five to seven years to completely revamp a seat.

The smart seating industry generates a revenue of around $60 billion per annum and revolves around five key market players namely, Johnson Control (U.S), Lear Corp (U.S)., Magna International Inc., (Canada), Faurecia SA (France), and Toyota Boshoku Corp. (Japan). Volvo in partnership with Johnson Controls began the process of development and designing seats with features, such as an extendible cushion for legs, and an entertainment-screen access. Major manufacturers have shifted their attention on designing and offering a reliable and comfortable seating system to their consumers. The change in the consumer patterns over the years has fueled the growth of the automotive smart seating system market in recent years with heavy demand coming in from developed regions such as U.S. and Europe.

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