Global Automotive Seats Market 2021-2026

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    Published- Dec 2020

    Number Of Pages – 120

    GLOBAL AUTOMOTIVE SEATS MARKET

     

    KEY FINDINGS

    1. The seat dollar content per car continues on an increasing trend as more buyers opt for higher trims of pickups in US and SUVs in China. Europe continues to grow at a moderate level 
    2. Power adjusted seats including lumbar support have the highest penetration in US, followed by Europe and now China is catching up quickly. Continued growth in compact and Mid-size SUVs is the biggest growth driver
    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. Japan, India, Indonesia markets were dominated by 6-way adjustable driver seats
    4. Massage seats are still a niche but due to growth in Premium MPV market in US, China, Japan and India, further growth is expected
    5. Leather/Artificial leather trimmed seats are in higher demand in US, but in EU fabric upholstered seat have higher fitment rate
    6. As expected in colder regions such as US, Europe, Japan and even in China the heated seats saw considerable penetration. However, the ventilated seats were a rather common feature in US alone 
    7. 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.
    8. The climate-controlled seats, even the ventilated ones remained were pretty niche feature in India, Indonesia and Latin America markets 
    9. 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
    10. 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.
    11. Ford and VW group were the leaders in the adoption of ventilated driver seats.
    12. The global automotive seat market is and will remain consolidated with less than 10 players accounting for more 68% share of global market
    13. 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. 
    14. In September 2021, Faurecia, announced partnership with the Swedish steel maker SSAB to develop a fossil-free high strength steel to be incorporated in the seating business.
    15. Leah 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.
    16. 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.
    17. 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.

     

    infographic: auto ventilated seats market, automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

     

    To know more about Global Electric Vehicle Seats Market, read our report

     

    MARKET SEGMENTATION

    Automotive seats market, Automotive seats market report

     

    By Position

    • Front Seating
    • Rear Seating

     

    By OEM

    • VW Group
    • Ford
    • FCA
    • GM
    • Toyota
    • BMW
    • Daimler
    • Chinese OEMs
    • Indian OEMs
    • Honda
    • Hyundai-KIA
    • Other OEMs

     

    By Upholstery

    • Fabric
    • Leather

     

    By Vehicle

    • Passenger Cars
    • Commercial Vehicles

     

    By Geography

    • US
    • Europe
    • China
    • Japan
    • India
    • Indonesia
    • Latin America
    • ROW

     

    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.

     

    infographic: auto ventilated seats market, automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

    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. 

     

    infographic: auto ventilated seats market, automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

     

    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.

     

     

    EUROPE AUTOMOTIVE SEATS MARKET

    Customers’ preference for luxury cars has led to rapid increase in the seating market in Europe. Almost all vehicles sold in Europe have a standard seat side airbag, which is the reason why the average B-2-B prices per seat are higher.

     

    Three out of top 10 best-selling vehicles in EU like Ford Fiesta, VW Polo and Renault Clio do not get a Power adjusted driver seat on any trims.

    infographic: auto ventilated seats market, automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

    Among Premium OEMs, Mercedes has the highest fitment volume of Memory seats worldwide. The lumbar support feature is also more prominent on premium cars and less than 23% fitment in mass segment cars in 2019.

     

    The presence of budget models among top sellers influenced the upholstery in European cars as most of these models had only fabric covering. 

     

    In the climate-controlled seats features, although it had very few models with ventilated driver seats, ~45% of the top sellers were equipped with heated seats. 

     

    Although only 6-7 models among the top 30 had massage seats option Europe turned out to have the highest percentage of driver massage seats. Almost all of the Peugeot vehicles had this feature at least as an optional feature. 

     

    Europe is home for large seat manufacturers and plants all over Europe. All top selling higher segment cars come with heated front seats and optional heated rear seats.  Faurecia, Recaro and Grammer Group are renowned seat manufacturers in the region.

     

     

    CHINA AUTOMOTIVE SEATS MARKET

    China is the single biggest country in seat production for cars. The low tariffs for raw materials have drawn many seat manufacturers to set up a plant in China. This has led to rapid growth in the Chinese market.

     

    The demand for leather seats is increasing in China due to increased sales of high-end luxury vehicles. The customers choose more personalised designs and systems for luxury cars for greater comfort and appeal. As the country is the leading manufacturer of electric vehicles in the world, the higher interest for seats with ventilation is estimated to increase during this period.

     

    The increase in sales of premium cars(~2 Million units per annum) has further propelled the seating market in China. Many low cost cars from domestic manufacturers have powered seats on Mid and high variants. Haval H6, the top selling SUV in China comes with front powered seats as standard.

     

    Although most of its top 10 models had manual adjustable seat, the mid range cars especially overseas models in the top sellers was equipped with powered driver seat. As the final penetration of powered seats among top 50 sellers was close to 45%.

     

    In terms of degrees of movement, 4 way and 6-way driver seats were mostly found in the top sellers. SUVs accounted for the majority of the 6-way adjustable seats.

     

    The driver seat memory features were mostly found in the Japanese and German make cars and except for Geely it was not found in any of the Chinese cars among top sellers.

     

    China had the highest penetration for leather upholstery compared to any other region. 

     

     

    INDIA AUTOMOTIVE SEATS MARKET

    Bharat seats Ltd (owned by Maruti Suzuki) is a dominant supplier to the market leader of Passenger cars in India- Maruti Suzuki. Almost all seats supplied to Maruti Suzuki have manual adjust feature and no climate control content.

     

    Since Maruti occupied more than 50% of the market volume of the top 30 cars, the seats market was driven by Maruti Suzuki models. The absence of powered, leather and multi way adjustable seats in most of these models meant average dollar content was one of the lowest for any major market.

     

    The average seating content per passenger vehicle in India is less than ~$120-$150, far lesser than European, American or even Chinese average.

     

    Powered seats are still a novelty feature in India, only D segment and above vehicles like Mahindra XUV 500, MG Hector etc get it. Among top sellers Toyota Innova, Kia’s Seltos and Sonet are the only few models with powered seat option.

     

    4-way and 6-way adjustable driver seats occupies almost entire market in top 30 cars segment. In upholstery only 2 of the top 10 models were equipped with leather seat covers as rest of them had mostly fabric and vinyl upholstery.

     

    Features such as driver seat memory function and massage seats were strictly limited to premium segment cars and had no place in the top sellers segment.

     

    MARKET SIZE AND FORECAST

    Seating system in an automobile constitutes the majority of weight. Thus to increase the fuel efficiency steps are taken towards 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 Ventilated seats are extensively used in Electric cars. The rise in Electric cars numbers will boost the seating production and sales but due to COVID-19, we expect the EV market in 2020 to decline by ~25% YOY.

     

    infographic: automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

    There has been a surge in sales of SUVs and MPVs around the world. Since the numbers of seats in these segments are more, the sales of SUVs are expected to increase the seating market appreciably.

     

    To know more about Global Climate Controlled Seats 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 Seats market size is estimated at $XX Billion in 2020, growing at –% CAGR till 2026.

     

    infographic: auto ventilated seats market, automotive seats market, automotive seating market size, automotive seat market trends and forecast, automotive seats market risks, automotive seats market report

     

     

    RECENT PARTNERSHIPS IN AUTOMOTIVE SEATS MARKET

    • In September 2021, Faurecia, announced partnership with the Swedish steel maker SSAB to develop a fossil-free high strength steel to be incorporated in the seating business. The partnership will make the company first automotive component manufacturer to supply fossil-free steel and mark a milestone in the 
    • 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.
    • In April 2021, Grammer AG established a JV with FAW. Grammer will produce truck seats that will be installed in many of the FAW Group’s trucks. 
    • In March 2021, Brose Group and Volkswagen entered into a joint venture to develop and manufacture seats, seat structures and components along with vehicle interior solutions.
    • 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.
    • Leah 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.
    • The company Faurecia has announced the opening of a center for research and development which will focus especially on automotive seating arrangements with investments of over $14 million with the production of advanced electromechanical parts to be incorporated in seating systems such as electric backrests and adjusters.
    • In 2020, Adient announced an agreement which dictates the selling of the automotive fabrics manufacturing department with the lamination department to Sage automotive interiors which is an Asahi Kasei company for worth of $175 million. 
    • 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.
    • Minda Industries has approved the merger of Harita seating systems with itself. Minda holds 51% stake in the merger.
    • Global leader Adient announced launch of JV with Arvind Group for manufacturing and selling of automotive fabrics in India.
    • Grammer and AllyGrow Technologies from India have announced a JV to develop a world-class technology in the automotive and commercial vehicle industry.
    • Adient has invested in opening a largest prototyping and testing facility in Pune, India.
    • Faurecia has partnered with ZF, to develop AVS (Advanced Versatile Structure) for future autonomous vehicles
    • Yanfeng Automotive Interiors has acquired a 30% stake from Adient Plc in the existing joint venture.

     

    COMPETITVE LANDSCAPE

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

    Some of the recent developments by the major manufacturers are given below:

    • 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.
    • Faurecia has announced a deal to offer seats for 6 million vehicles from the BMW group. The deal will provide seating systems for seven models of the group with frames, covers as well as foams.
    • Adient will provide the company’s AI 18 interior concept system for electric, urban and autonomous vehicles from level 3-4. The seating system is flexible to be adapted according to needs of different customers particularly for mobility alternatives like vehicle sharing.

     

    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.

     

    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.

     

    The company Adient reported the financial results for the third quarter of the year 2021 with net sales of $3,242 million which was a significant increase from the sales of the last year 2020 that recorded $1,626 million for the same quarter.

     

    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 its foam and trim, the structure or the seats.

     

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

     

    Adient’s FY ended in September 2020 with ~24% drop in sales compared to 2019.

     

    Adient Yanfeng Joint venture formed in 2013, produces Seating sub-components like recliners, track, height adjusters. Another US based company Leggit & Platt is a leading manufacturer of Seat actuators used on a variety of powered seats. However, in the year 2020, Adient made changes to the existing joint venture with the company selling 30% ownership stake in the YFAI to Yanfeng for an amount worth $379 million. The companies have also extended their partnership terms to the year 2038.

     

    In 2020, sales for Lear Corporation dropped by ~14% mostly due to a 20% drop in vehicle production in North America. 

     

    In Europe, Faurecia, Recaro and Grammer from Germany are the leaders in seat making. Grammer is known for seat manufacturing for commercial vehicles and public transport. They are also manufacturing headrests for the passenger cars. Faurecia, French leading automotive part supplier, has been developing seat structures for passenger cars.

     

    There is absolutely no doubt that COVID-19 is going to hurt the Revenues of all seating suppliers. There will also be supply chain issues and a hit on Bottom line to all as long as ” Premium Freight” is used to fill gaps created by long term established supply-chain.

     

    Fehrer Group from Germany has been manufacturing the seat pads made of PU (Polyurethane) foam and are leading suppliers of foam to major OEMs. Brose Fahrzeugteile GmbH has been developing the latest seating structures and components of powered seats.

     

    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.

     

    In India Harita Seating and Bharat Seats are the leading seat makers. Harita seating has been involved in commercial vehicles and public transport seats. 

     

    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.

     

    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. 

     

    M&A IN 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.

     

    In September 2020, Magna signed an agreement to acquire majority ownership of Honglizhixin (HLZX), a leading seat supplier to Chinese automakers.

     

    Of late, there has been just one transaction in the Auto seating market and that is the sell-off by 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.

     

     

    COMPANY PROFILE

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

     

     

    THIS AUTOMOTIVE SEATING INDUSTRY REPORT WILL ANSWER FOLLOWING QUESTIONS

    1. Market size and Forecast, ( Volume and value)
    2. Average B-2-B price per region,OEM
    3. Installation rate of powered seats by major OEMs and region
    4. Details on seat actuator, thermal management suppliers
    5. COVID-19 impact on Automotive seats market worldwide
    6. OE-supplier alignment in all major markets and market share of leading vendors
    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, 2021-2026
    18 Market Segmentation, Dynamics and Forecast by Product Type, 2021-2026
    19 Market Segmentation, Dynamics and Forecast by Application, 2021-2026
    20 Market Segmentation, Dynamics and Forecast by End use, 2021-2026
    21 Product installation rate by OEM, 2021
    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, 2021
    29 Company Profiles
    30 Unmet needs and opportunity for new suppliers
    31 Conclusion
    32 Appendix

     

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