The automotive industry has witnessed substantial developments in car seat technology over the last few decades, driven by consumer demand. Modern car seats are not only comfortably cushioned but also come with a variety of features, with powered and heated seating being particularly popular. Despite conventional seating maintaining a significant market share, there is a rising demand for advanced seating in the region. Against this backdrop, the automotive seating market in Asia-Pacific (APAC) is expected to rise at a compound annual growth rate (CAGR) of 3.6% during 2023-2028, according to GlobalData, a leading data and analytics firm.

GlobalData’s latest report, “Global Sector Overview & Forecast – Automotive Seating” reveals that the automotive seating market in APAC is estimated to reach 138.9 million units in 2023 and 165.7 million units by 2028.

Madhuchhanda Palit, Automotive Analyst at GlobalData, comments: “The demand for advanced seating technology is on the rise in the APAC region due to several factors. One of the major reasons is the increase in disposable income, which enables consumers to spend more on luxury vehicles with additional features. Advanced seating technology has become a standard feature in luxury vehicles, such as SUVs, consequentially increasing the demand for advanced seating in APAC.

“Additionally, the aging population in APAC is more prone to back pain and other discomforts while driving. This has led to an increase in demand for ergonomic seating that provides better support and comfort, which is also found in advanced seating.”

Government regulations and increased consumer awareness regarding vehicle emissions in APAC are driving the demand for EVs, serving as a significant catalyst for the advanced seating market in the region. In the advanced seating segment, powered and heated are currently the two most popular seating technologies globally. However, the demand for powered seats exceeds that for heated seats in the APAC region. This is because heated seats are not necessary in most of the parts of APAC due to the tropical weather and can only be beneficial in winter.

Though heated seats have other health-related benefits such as relieving muscle pain and enhancing blood circulation, the major focus of the sale point is to keep the drives and passengers warm on cold days, which is not much of a necessity in APAC, where powered seats offer the ability to adjust seats according to convenience with an electric control, increase comfort, and are useful throughout the year.

Palit concludes: “In addition to the power features in the seats, ventilated and cooling features can also be added in cars that will be even more appealing to buyers by being suitable for the weather of the region, and providing comfort while providing status to the car, which is a driving factor for young consumers nowadays.”