Market Trends of North America Automotive Seat Industry
Growing demand for technologically advanced seats
The increasing global warming at extreme temperatures further makes it difficult for drivers and passengers to travel in the vehicle. The automotive seat market is expected to accommodate new technologies due to growing climate and environmental challenges.
The growing consumer trend toward sports utility vehicles (SUVs) across North America is likely to enhance the demand for powered and ventilated seats. As the SUV has a variety of seat combinations which in turn is likely to witness major growth in the market. For instance, In 2021, the United States witnessed an 11% growth in mid-size SUV sales as compared to 2020. This increase in sales of SUVs across the region is likely to witness major growth in the market during the forecast period.
Technological advancements have led to the development of climate-controlled seating technology in car seats, allowing consumers to cool them immediately. These seats have perforated inserts with chillers and fans built into them to accomplish this task. Similarly, fabric-based heaters are in the seats, which are useful during cold weather. Therefore, there is a growing focus on providing climate-controlled seats. For instance,
- In July 2022, General Motors announced the introduction of heated and ventilated seats in the upcoming vehicles by the end of the year 2022.
With the increase in electrification, seat manufacturers are focusing on efficient heating and air conditioning systems that are needed inside the vehicle. For instance, in 2019, Lear Corporation and Gentherm entered into a partnership for the development of passenger thermal seating solutions.
Whereas, top automotive OEMs and seat manufacturers have started spending huge amounts on research and development of seats. The revolution started with the child safety seat, and lightweight seats, and now autonomous cars are revolutionizing the seating arrangements and car interiors.
For instance, Lear Intu Intelligent Seating Ecosystem takes occupants' biometric measurements to observe wellness and change the seating position accordingly. In case a passenger is facing fatigue, it can adjust the seat into a more upright posture to improve alertness.
Different strategies are implemented by the giant companies operating in this automotive seat market, aiding in proliferation with the integration of electrical components, thus, increasing comfort. They offer an assortment of functionalities such as ventilation, heating, and massaging. Automated seat adjustment using sensors to assure comfort is another key element aiding the increasing penetration of technology in the automotive seat market.
The United States is Anticipated to Lead the North American Automotive Seat Market
The United States accounts for more than 60% of North America's total car production. According to OICA, in 2021, about 1.5 million units of cars were produced in the United States which is lower than compared in 2020, when 1.9 million units of cars were produced.
The North American Automotive seat market is expected to lead by the United States followed by Canada and Mexico. North America has the god capability of manufacturing seats due to that it also exports a good share of its locally produced seats to other countries.
Traditionally North America, particularly the United States was the largest consumer and producer of pick-up trucks. Also, the region has witnessed a 2.0% decrease in the production of light commercial vehicles from last year (2020). Many electric passenger car makers are entering the commercial vehicle market by launching their new electric pickup trucks, which will drive the market in the forecast period.
Additionally, new technologies are expected to drive the market. for instance, technological advancements have led to the development of climate-controlled seating technology in car seats, allowing consumers to cool them immediately. These seats have perforated inserts with chillers and fans built into them to accomplish this task. Similarly, fabric-based heaters are in the seats, which are useful during cold weather. Therefore, there is a growing focus on providing climate-controlled seats. Hence carmakers are launching cars with ventilated or climate-controlled seats in the market. For instance,
- In September 2021, Audi launched its flagship electric vehicle e-Tron in the United States. The vehicle comes with climate-controlled seats as well as seats with massaging features and electronic seat adjustment with memory function.
Hence, owing to the development in the seats, and an increase in the number of electric vehicles sold in the country, the market in the United States is expected to grow.
