We start our DVN Interior Köln event reportage with the opening keynote from S&P Global’s Mobility, Research and Analysis manager, Sascha Klapper. His talk was entitled “Automotive Seating Market Outlook, Evolution or Revolution?”.
Is the overall automotive market still growing?
The top 10 Brands are very stable with Toyota, VW, Ford, and Hyundai in the top slots. One newcomer —BYD—is № 3 with over 3 million vehicles sold. In Europe, these top-10 brands are stable in volume, except Audi and Fiat with much lower numbers.
From a car segment perspective, there’s a rising market for B-segment cars, compacts known for their affordability and efficiency, appealing to urban drivers and first-time car buyers. The market is rising as well for D-segment cars: mid-sizers with a balance of space, comfort, and performance; driven by increasing demand for larger, more comfortable, and feature-rich vehicles, as well as the trend towards SUVs.
The growing preference for SUVs signifies a fundamental change in consumer priorities and automotive market dynamics being driven by increased purchasing power, changing consumer preferences for versatile and spacious vehicles. This presents significant opportunities for manufacturers to expand their SUV offerings and innovate in design, technology, and fuel efficiency.
From an electrification perspective by region:
- in Europe, BEV adoption is slowing with policy shifting away from stringent green regulations.
- in China, the direction from conventional to highly electrified vehicles remains almost unchanged, with mostly adjustments between BEV and PHEV/REEV due to market dynamics over the past year.
- in North America, the Trump Administration is looking to weaken emission regulations and slash consumer incentives set up under the Inflation Reduction Act, which in turn will likely drive a review of automakers’ model lineups in the long term.
For autonomous driving: have we been too optimistic? Probably, but the ADAS market is still growing.
Major interior trends
Seating overview by configuration and features
For seat configuration, bucket seatsare increasingly common in front rows, while bench seats still dominate in the rear, where they’re preferred for their affordability, flexibility, and their capacity to accommodate more passengers.
Manual seat adjustment is prevalent in segments prioritizing low price and simplicity, are often found in entry-level vehicles, and weigh less than power mechanisms.
Power seats, on the other hand, are prevalent in segments targeting premium driving experiences; they’re increasingly standard or optional in higher-end vehicles. They offer advanced comfort, convenience, and customization. They’re also becoming available in higher trims of affordable cars (B-segment ones, for example).
There’s strong demand for seating with HVAC features in regions with extreme climates. There’s also rising uptake in EVs, where ventilated seats are offered as standard since there’s no heat coming from a combustion engine.
Heated seats are the most-used technology. Typically there’s a resistance conductive system embedded in the seat. They’re inexpensive and simple to install, but they take a long time to warm up to a comfortable level.
Ventilated seats use passive cooling to improve occupant comfort. Vent systems draw air from within the cabin and distribute it to the seat surface and within the seat foam through perforations in the seat covers. This is costlier than heat systems.
The automotive industry is responding to consumer demand for eco-friendly materials with artificial leather emerging as a popular choice aligned with sustainability goals.
There is a clear trend towards integrating more sustainable materials, such as recycled and bio-based ones, into seat designs. This shift reflects the automotive industry’s efforts to reduce its ecological footprint.
Demand for artificial leather is surging as consumers seek sustainable and ethical alternatives to animal leather. Synthetics offer similar aesthetics and durability, and are easier to maintain and less costly.
Simultaneously, there’s a decline of traditional leather as environmental concerns grow. Consumers are increasingly aware of the environmental impact of leather production, driving a preference for synthetic options to reduce ecological footprint.
The evolution of car seating in China
Guang Yang is an Advanced UX Designer at Diconium, a VW subsidiary driving digital transformation. He gave a lecture on the evolving role of seating in the Chines auto market. The presentation was subtitled ‘The Throne’, emphasizing that in China, car seats are not just a place to sit, but a status symbol; a space for rest, work, and family connection, shaped by distinct cultural values, lifestyle habits, and social norms.
Chinese consumer expectations differ to those in traditionally-leading western markets.
Chinese consumers want their car seats to do more than just support them. They want to be welcomed by the seat; they want it to automatically adjust to their posture, detect their fatigue level, and start a personalized massage.
On a business trip, they want the seat to play an active role in their moments to unwind. They want the seat to slide further back, giving extra legroom, while the seatback reclines and a legrest extends forward to support their feet. Meanwhile, the massage function kneads away tension, while the air purification system fills the cabin with a scent. The car becomes their personal sanctuary of relaxation.
For families, the car isn’t just a transport appliance, but a family hub on wheels, where multiple generations travel together. So Chinese consumers want swiveling seats and a fold-out table, so the cabin easily transforms into a face-to-face living room for games and social time. A rear screen turns it into a private cinema for kids, while heated, ventilated seats ensure comfort for grandparents.
Equally, the car is not just about safe and comfortable transport, but also about experience, status, and emotional connection; it’s a moving space where people work, relax, socialize, live family life, and express their identity.
Chinese consumers consider how the car will be perceived by others—family, friends, colleagues, and clients. A well-chosen vehicle can signal success, reliability, and taste, which plays a big role in both personal image and professional reputation.
Unlike in Western markets, where the driver’s seat is king, in China, it’s the passenger experience that dominates. That’s because many car owners are chauffeured for work, business meetings, or family duties, making the back seat their main space in the car.
The right rear seat is often seen as the VIP spot—still a norm in chauffeur-driven luxury sedan. It’s also common for people to drive family members or elders, and showing care means offering them a quiet, spacious, and comfortable ride in the second row. As a result, features like reclining seats, massage functions, and rear entertainment systems are becoming key selling points, not just nice-to-have extras.
Consider the ‘queen’s seat’: fold the front passenger seat, allowing the right rear passenger to lie down comfortably like a queen on her sofa. The seat is like a recliner chair; it moves further back to gain leg space, extends a leg rest, and allows the occupant to sit comfortably.
In China, over 13 per cent of households live with three or more generations under one roof—a stark contrast to just 0.8 per cent in Germany, for example. So vehicles must accommodate children, parents, and grandparents all at once. That’s why rear-seat accessibility, comfort for the elderly, and flexible seating layouts are essential features for everyday mobility in many Chinese families.MPVs and SUVs are booming because they offer spacious second-row captain chairs, perfect for family outings.
In China, work and life often blend together, and cars need to support this mixed lifestyle. The car must be ready to transport clients or colleagues or even serve as a mobile workspace between meetings. Consumers expect seating that’s comfortable, and also professionally presentable and multifunctional, supporting everything from relaxation to productivity in the mobile office.
In China, taking a short nap during the day is a common habit, especially for office workers, drivers, and parents waiting during school pickups. So seating functionality must be flexible enough to afford naps, as a second living room and sometimes even a mobile bedroom.
Also, kids influence carbuying decisions. Child-friendly seating features—soft cushions, built-in screens, easy access—are increasingly important. Unlike in western markets, where cars are often a personal space, in China, they are a family space, where seating must accommodate everyone’s needs. It’s common for people to use the same vehicle for family outings on weekends and for business during the week.
Key takeaways
Chinese consumers want flexibility, comfort, and multifunctionality—seats that adapt to family needs, business use, and lifestyle habits like napping or socializing. The seats in a car should be more than just a place to sit; they must reflect status, support daily routines, and offer a smart, wellness-focused experience that turns the car into a mobile living space.
Four key takeaways, then:
Design for the rear first
In China, the rear seat is often the main seat; automakers prioritize second-row comfort, features, and prestige as a core part of the user experience.
Flexibility is essential
Seats must adapt to diverse use cases—family, business, leisure, and rest—making modular and transformable seating highly valuable.
Lifestyle integration matters
Consumers expect seating to support napping, working, relaxing, and entertaining, turning the car into a multi-purpose personal space.
Culture shapes expectations
Seating preferences are deeply rooted in social norms, habits, and hierarchy, so automakers must localize seating designs to reflect how people actually live and travel in each region.
