AUTOMOTIVE SEATS MARKET IN JAPAN

KEY FINDINGS

1. The global automotive seat market is and will remain consolidated with less than 10 players accounting for more 68% share of global market
2. In terms of Driver’s seat degrees of movement US was the only region with higher penetration of 8-way and 10-way adjustments. Japan, India, Indonesia markets were dominated by 6-way adjustable driver seats
3. Massage seats are still a niche but due to growth in Premium MPV market in US, China, Japan and India, further growth is expected
4. US is the leader in the adoption of ventilated seats. More than 50% of the cars sold in 2020 were equipped with driver heated seats. This was followed by Japan which had ~46% penetration in the segment.
5. Rear seat (2nd row) split in most of the countries was 60:40 ratio split. In Japan where the MPV dominates the market the 3rd row seat seats in the region was mostly 50:50 split
6. Among Top selling OEMs Ford vehicles have the highest percentage of cars equipped with power adjustable driver seats. Japanese automaker Honda occupies the 2nd place.
7. Toyota Boshoku Corporation has developed a drowsiness suppression seat system that detects signs of drowsiness and prevents dozing by leveraging the company’s strength in the physiological data-based technologies that control five of the human senses.

INTRODUCTION

The primary function of the seating system is to accommodate and provide comfort for the passengers.

With the increase in demand by customers for more comfort and luxury OEMs and tier 1 manufacturers are striving hard to meet the requirements of the customers.

Seating system also plays a crucial role in the safety of the passengers. Airbags are incorporated within the seats and this demands for smooth seat function.

To know more aboutGlobal Automotive Seats Market, read our report

JAPAN AUTOMOTIVE SEATS MARKET SEGMENTATION

By Position

• Front Seating
• Rear Seating

By OEM

• Toyota 
• Honda
• Nissan
• Suzuki
• Luxury Car OEMs
• Other OEMs 

By Upholstery

• Fabric
• Leather

By Vehicle

• Passenger Cars
• Commercial Vehicles 

JAPAN AUTOMOTIVE SEATS MARKET

In terms of degrees of movement 6-way driver seats were mostly found in the top sellers. SUVs accounted for the majority of the 6-way adjustable seats.

In February 2020, Toyota Boshoku had developed a convenient and comfortable function “Driver’s Easy Return Seat function” for new model of Toyota Yaris in Japan for the first time in a Toyota vehicle

In Japan, the massage seats feature was strictly limited to luxury cars.

COVID-19 IMPACT ON AUTOMOTIVE SEATS MARKET

The automotive market was projected to grow at a higher rate in the year 2020-2023, however due to the COVID-19 pandemic, the growth was hindered.

The manufacturing and production units across the globe were closed which resulted in the sales and production of vehicles and automotive components taking a hit. The growth of the automotive seat market is directly proportional to the growth in the automotive sector. 

The major hit for the automotive industry is due to the shortage of semiconductor components and chips. The shortage was created mainly due to the lockdown in China and Taiwan.

The industry is now trying to recover the market but due to the excessive backlog, the shortage is affecting the automotive industry the most.

Many OEMs including BMW, Audi and Tesla have announced the delay in the launch of new models and delivery of existing orders due to component shortage. Some companies have started to use analog meters and devices from the old models to be incorporated in their vehicles.

Production units have started to operate with less capacity as lockdowns and regulations are now decreased with pandemic protocols which do not permit the units to work with 100% workforce.

For instance, China, which accounts for the highest passenger vehicle production, has resumed its operations with almost all the automotive component manufacturing companies starting production. 

JAPAN AUTOMOTIVE SEATS MARKET SIZE AND FORECAST

The seating system in an automobile constitutes the majority of the weight. Thus to increase the fuel efficiency steps are taken toward making lighter seating systems. The production of lighter seating systems is expected to boost the seating market worldwide.

To know more about Global Automotive Seat Actuators Market, read our report  

The car sales of luxury car brands such as Mercedes-Benz, BMW and Audi have propelled the seat market. The below table shows the sales of luxury car brands over the past 5 years.

The Global Automotive Seat market size is estimated at $XX Billion in 2021, growing at –% CAGR till 2027.

RECENT PARTNERSHIPS IN JAPAN AUTOMOTIVE SEATS MARKET

• In June 2021, Toyota Boshoku entered into a global agreement with Teruo Suzuki and AUNDE Achter and Ebels GmbH to develop business alliance and enhance their competitive landscape in the market of interior materials for transportation vehicles.
• Toyota Boshoku announced a memorandum of understanding (MoU) with Toyo Seats as well as Delta Kogyo to form a joint venture for the production of automotive seats in the US market. The partnership is aiming to acquire an order from Mazda Toyota which will begin production of the vehicles by the end of the year 2021.
• In 2020, Toyota Boshoku Corporation announced the launch of a new seat with comfortable and convenient functions like the Driver’s easy return to seat function. It will first be incorporated in the Toyota Yaris to be sold in Japan.

M&A IN THE JAPAN AUTOMOTIVE SEATING MARKET

Toyota Bashoku has acquired the mechanical seating chassis department of the companies Aisin Seiki and Shiroki which will now develop an integrated development system to offer improved seats continuously.

JAPAN AUTOMOTIVE SEATS MARKET COMPETITIVE LANDSCAPE

Toyota Boshoku, XX and XX are the 3 major players accounting for approximately 1/3rd of the market. XX has been the leading supplier for premium car manufacturers. 

• Toyota Boshoku AKI (TBAKI) and Toyota Boshoku America signed a joint venture agreement for $60 million for automotive interiors. TBAKI will make seats for MTM.
• Toyota Boshoku Corporation has developed a partition which can be retrofitted with the driver’s seat of the vehicle to be used as a splash shield in the passenger cabin. The development will be incorporated full-scale in the experiments with 50 commercial taxis by the end of this year.
• Toyota Boshoku Corporation has developed a drowsiness suppression seat system that detects signs of drowsiness and prevents dozing by leveraging the company’s strength in the physiological data based technologies that control five of the human senses.

Toyota Boshoku Corporation recently released the financial results for the second quarter of the year 2021 with revenue worth $3.2 billion which was a whopping 67% increase from the same quarter of the year 2020 that reported revenue worth $1.9 billion.

Japanese manufacturers like Toyota Boshoku and TS Tech have been players in this market from the Asia region. Toyota Boshoku products are extensively used in Lexus and Toyota cars. TS Tech products range from 2 wheeler vehicles to cars supplying to leading OEMs in Japan.

Just like Toyota Boshoku concentrated on Toyota range of vehicles, South Korean Automobile giant Hyundai’s subsidiary “Hyundai Transys” is aligned with Hyundai, Kia and Genesis brands.

JAPAN AUTOMOTIVE SEATS MARKET COMPANY PROFILE

1. Toyota Boshoku
2. TS Tech Co Ltd
3. Lear
4. Grammer AG
5. Brose
6. Faurecia
7. Adient
8. Magna
9. Gentherm
10. Recaro
11. Leggett & Platt
12. Bridgewater Interiors