About the Report
Increasing sales of vehicles is the prime reason for the significant sales of automotive seat heaters. However, sharp decline in the car sales globally due to covid-19 pandemic and the uncertainty still remains due to the rising cases of covid-19 in some parts of the world. Drop of 19.3% in new passenger car registrations in February 2021 is witnessed in European Union as per the press release by acea.be because of the containment measures and uncertainty.
Beside the concerns, manufacturers are focussing on launches and innovations in automotive seat heaters to provide best comfort to the customers. As automotive seat heaters provide benefits for aching backs and help in giving instant warmth, thus, encourages the customers to raise the demand.
In August 2020, Lear Corporation, leader in Seating and E-systems, in collaboration with Gentherm announced their launch of INTU Thermal Comfort with ClimateSense technology. The technology aims to create personal climate with its intelligent software using ambient cabin conditions to provide optimized comfort. The ClimateSense technology is an integrated, intuitive heating and cooling solution to deliver world class passenger comfort to its customers. The technology can record in-vehicle and outside temperature and as per personal preferences, it efficiently manages the heating and cooling distribution that impacts the body thermal sensation and comfort.
Indian Motorcycle, America’s First Motorcycle Company in June 2020 announced ClimaCommand Classic Seat delivering heating and cooling to riders and passengers. The key elements utilized for deigning the seat are, the thermoelectric technology that pumps heat away from the rider, a ducting system that cools the thermoelectric module and a grapheme which is highly conductive and flexible material which enables the heating and cooling distribution while maintaining superior comfort. Such innovations in the market expect the demand to remain consistent.
IGB, Automotive LLC, a car factory in Canada have recently launched seat heater which are equipped with Durathem heating conductors enabling seat heaters to work reliably over a long car life. The Durathem heating conductors are utilized in heating elements. The company aims to provide customers rapid heating and heated massage functions.
An automotive seat heater is an electronic device that falls under the category of automotive interior comfort products. A seat heater is a pad or a cushion that encompasses an electric heating system which boosts up surface temperature of the automotive seat at the will of the driver. Some of the key components of automotive seat heaters include heating element, resistor, relay and thermostat. Seat heaters are either available as internally integrated underneath the seat which is also called heated seat, or as an external device in the form of pad or cushion.
The external systems are available in the independent aftermarket as kits, and this is expected to act in favor of the market. Asia Pacific is expected to play a crucial role in the aftersales of automotive seat heaters with China topping the list. This can be attributed to the mass presence of local vendors in the region and also to the fact that the aftermarket products are relatively cheaper.
The use of automotive seat heater can be mainly seen in passenger cars and especially in the premium and luxury category. But in order to stay competitive, several manufacturers are also integrating seat heaters in normal vehicles in cold regions. This step is aimed to increase the customer base of automotive seat heaters and also increase its demand across the globe.
Manufacturers are offering seat heaters at low costs and hence, these are available in the aftersales at a low price for all car models. This availability of seat heaters for all models at lower costs has created a huge aftermarket for seat heaters. Heated seats or seat heaters were initially fitted in high-end cars; however, nowadays many models from all classes feature heated seat systems.
It is found as an optional feature in many models or as a winter pack. Furthermore, it is also a common feature presented by many electric vehicle manufacturers in their vehicles.
Increasing sales of premium vehicles to boost the use of seat heaters in passenger cars
The global premium vehicle sector has been comparatively less affected by the global financial crisis and has shown growth, driven by the developing markets of the world. The U.S. has been a renowned international hub for the supply of premium vehicles. Likewise, Germany has been leading the growth of premium vehicles. The sales of global premium vehicle is expected to expand at a higher rate than other passenger vehicles and with the U.S. being one of the leading manufacturers of premium vehicles, the domestic auto component industry will benefit significantly.
Given the high reputation of the U.S. as a prominent vehicle manufacturer, OEMs are focussing on deploying quality and new products, such as automotive seat heaters, which increase the comfort level of passengers in cold areas and improve the functioning of an automobile. Luxury vehicles have more than one seat heater attached to the system. These factors are expected to make automotive seat heater manufacturers remain focussed on strengthening their research and development initiatives, which will drive the overall revenue of seat heaters during the forecast period.
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The global automotive seat heater market has been segmented into:
- Passenger Car
- Light Commercial Vehicle
- Heavy Commercial Vehicle
- Original Equipment Manufacturer (OEM)
- North America
- Latin America
- Eastern Europe
- Western Europe
- South East Asia & Pacific