Automotive Seats Market in US 2022-2027

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    AUTOMOTIVE SEATS MARKET IN US

     

    KEY FINDINGS

    1. The seat dollar content per car continues on an increasing trend as more buyers opt for higher trims of pickups and SUVs in US
    2. Power adjusted seats including lumbar support have the highest penetration in US
    3. In terms of Driver’s seat degrees of movement, US was the only region with higher penetration of 8-way and 10-way adjustments.
    4. Leather/Artificial leather-trimmed seats are in higher demand in US, but in EU fabric upholstered seats have a higher fitment rate
    5. US is the leader in the adoption of ventilated seats.
    6. The vehicles produced by General Motors are now equipped with automatic seat heating options that will adapt to the heating control in accordance with the temperature of the vehicle’s interior environment.
    7. Lear corporation has announced partnership with Gentherm Incorporation for the purposes of research and development for the development of thermal systems for seats. The partnership will develop a modular as well as integrated heating and cooling system to be incorporated in the company’s Intu seating systems.
    8. Magna, recently launched its reconfigurable seating technology which is specifically designed for autonomous vehicles.

     

    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.

     

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    To know more about Global Automotive Seats Market, read our report

     

    US AUTOMOTIVE SEATS MARKET SEGMENTATION

     

    By Position

    • Front Seating
    • Rear Seating

     

    By OEM

    • VW Group
    • Ford
    • Stellantis
    • GM
    • Toyota
    • BMW
    • Daimler
    • Honda
    • Hyundai-KIA
    • Other OEMs

     

    By Upholstery

    • Fabric
    • Leather

     

    By Vehicle

    • Passenger Cars
    • Commercial Vehicles

     

    US AUTOMOTIVE SEATS MARKET

    The US automotive market is dominated by pickup trucks and commercial vehicles and also the luxury car market is one of the largest in the world.

     

    Many top selling US cars have climate-controlled seats to keep the passengers warm in extreme cold conditions. The rear heated seats come as an option in these cars.

     

    As of May 2020, 8-way driver powered seats are a standard fitment on at least 44% of new vehicles sold in the country. US had the highest penetration for 10 & 12 way adjustable driver seats than any other region.

     

    Leather trimmed upholstery is very popular among pickup truck buyers and offered as standard on at-least as an option on 50% of all trims.

     

    The installation rate of Heated seats was 53% in 2019 in the pickup truck segment and it continues to gain further momentum in Jan-May 2020 as well. Dual tone upholstery is also more common on pickups than SUVs/crossovers in US.

     

    Top seat manufacturers are Lear and Adient Group supplying major OEMs all over the world. Lear Corporation supplies its seating products to all high volume GM platforms like Chevrolet Tahoe, GMC Yukon, Cadillac Escalade etc.

     

    In cold regions such as North America, the demand for heated seats has increased. These seating systems have a heating function which is placed inside the cushion to warm the seat and provide comfort to the passenger in winter.

     

    The vehicles produced by General Motors are now equipped with automatic heating options that will adapt to the heating control in accordance with the temperature of the vehicle’s interior environment.

     

    The demand for such thermal seating systems incorporated in luxury high-end vehicles have stimulated the growth of this market.

     

    The ventilated and heated seats penetration among top sellers was the highest compared to any other market. These features were equipped in most of the variants in SUVs and were less popular in Pick-up trucks.

     

    The climate controlled seats for the 2nd row was common in SUVs and was found in few of the variants of pick-up trucks but was not to be seen in top selling sedans. Additional features such as driver seat memory function penetration was also the highest in US.

     

    COVID-19 IMPACT ON US 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.

     

    US AUTOMOTIVE SEATS MARKET SIZE AND FORECAST

     

    SI No Timeline Company Developments
    1 2021 Lear Lear completed the acquisition of substantially all of Kongsberg Automotive’s Interior Comfort Systems (ICS) business unit
    2 2021 Recaro Automotive Recaro Automotive  announced the opening of its new North American facility. The new facility will be responsible for OEM, commercial vehicle and aftermarket seats.

     

    M&A IN THE US AUTOMOTIVE SEATING MARKET

    Of late, there has been just one transaction in the Auto seating market and that is the sell-off by US major Adient of its RECARO (Premium Seating) to Raven Acquisitions LLC completed on 1st Jan 2020.

     

    It must be noted that Adient has a strong presence in the EV market in Europe and is also one of the suppliers to Tesla Model 3 seating, which is the world` biggest success story in terms of EV sales.

     

    RECENT PARTNERSHIPS IN US AUTOMOTIVE SEATS MARKET

    • 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.
    • Magna, an automotive seats manufacturer based in Canada, recently launched its reconfigurable seating technology which is specifically designed for autonomous vehicles. The company has launched three different seating systems for autonomous ride sharing, long road trips and car sharing. The development is a huge boost towards the development of automotive seating systems for autonomous vehicles.
    • Lear corporation has announced partnership with Gentherm Incorporation for the purposes of research and development for the development of thermal systems for seats. The partnership will develop a modular as well as integrated heating and cooling system to be incorporated in the company’s Intu seating systems.

     

    US AUTOMOTIVE SEATS MARKET COMPETITIVE LANDSCAPE

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

     

    US seating manufacturers like Lear, Adient, Bridgewater Interiors are the leading manufacturers in the US region. Magna International from Canada has been a pioneer in manufacturing seating systems completely whether it’s foam and trim, the structure or the seats.

     

    The company Lear released the financial report for the second quarter of the year 2021 with sales worth $4.8 billion which was a whopping 95% increase from the results of the same quarter for the year 2020 with $2.4 billion, the net income of the company was $175 million

     

    US-based Gentherm is the leading supplier of sub-components of Climate controlled seats, used on a variety of American and European OEMs.

     

    US 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
    Sl no Topic
    1 Market Segmentation
    2 Scope of the report
    3 Abbreviations
    4 Research Methodology
    5 Executive Summary
    6 Introduction
    7 Insights from Industry stakeholders
    8 Cost breakdown of Product by sub-components and average profit margin
    9 Disruptive innovation in the Industry
    10 Technology trends in the Industry
    11 Consumer trends in the industry
    12 Recent Production Milestones
    13 Component Manufacturing in US, EU and China
    14 COVID-19 impact on overall market
    15 COVID-19 impact on Production of components
    16 COVID-19 impact on Point of sale
    17 Market Segmentation, Dynamics and Forecast by Geography, 2022-2027
    18 Market Segmentation, Dynamics and Forecast by Product Type, 2022-2027
    19 Market Segmentation, Dynamics and Forecast by Application, 2022-2027
    20 Market Segmentation, Dynamics and Forecast by End use, 2022-2027
    21 Product installation rate by OEM, 2022
    22 Incline/Decline in Average B-2-B selling price in past 5 years
    23 Competition from substitute products
    24 Gross margin and average profitability of suppliers
    25 New product development in past 12 months
    26 M&A in past 12 months
    27 Growth strategy of leading players
    28 Market share of vendors, 2022
    29 Company Profiles
    30 Unmet needs and opportunity for new suppliers
    31 Conclusion
    32 Appendix
     
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