Automotive Seat Massage System Market by Application, Type and Geography - Forecast and Analysis 2023-2027

Automotive Seat Massage System Market 2023-2027

The automotive seat massage system market size is estimated to grow at a CAGR of 4.1% between 2022 and 2027. The market size is forecast to increase by USD 119.94 million. The growth of the market depends on several factors such as the increasing electrification of vehicles, reduction in driver fatigue using a seat massage system, and increased preference for safety and comfort. 

This automotive seat massage system market report extensively covers market segmentation by application (passenger cars and commercial vehicles), type (front seat massage systems and back seat massage systems), and geography (Europe, North America, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.

What will be the size of the Automotive Seat Massage System Market During the Forecast Period?

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Automotive Seat Massage System Market: Key Drivers, Trends and Challenges

Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Automotive Seat Massage System Market Driver

Increasing electrification in vehicles is notably driving the market growth. Growing consumer demands and OEM offerings now encompass a broader spectrum, including safety, performance, stability, and comfort, as essential elements for achieving competitive sustainability. This shift has spurred the transformation of traditional mechanical components into electrified counterparts. The electrification of vehicles has subsequently led to a surge in the utilization of automotive sensors. Stringent government regulations are mandating the incorporation of active safety systems in entry-level cars, hybrid vehicles, and electric vehicles. Additionally, the use of comfort-enhancing technologies is becoming increasingly prevalent.

For instance, extended periods of long-distance travel can lead to driver and passenger fatigue, propelling the adoption of comfort features like seat massage systems. The rising trend of vehicle electrification has enabled aftermarket resellers to introduce portable seat massage cushions designed for automotive applications. Consequently, the expanding penetration of vehicle electrification stands as a significant driver for the growth of the automotive seat massage system market during the forecast period.

Key Automotive Seat Massage System Market Trends

The emergence of seat massage systems as a standard feature in luxury car models is an emerging trend shaping the market growth. Luxury car manufacturers worldwide are continually innovating by introducing new features and functionalities to enhance the driving experience for their customers. Seating design and comfort play a pivotal role in this driving experience. Consequently, luxury and premium car models commonly incorporate seat massage systems as a standard comfort feature, providing a spa-like relaxation experience within the vehicle. Given the significant amount of time people spend traveling, these seat massage systems help alleviate fatigue and body discomfort.

For instance, Cadillac offers seat massage units for both driver and passenger seats, and Mercedes-Benz has integrated a massage system into its new Mercedes-Benz AMG E43 model. Given the substantial investments that customers make in premium vehicles, they expect added features, including improved car interiors and elevated comfort levels. To meet these customer expectations, companies worldwide are making substantial investments to introduce new features and enhance seat functionality which have the potential to increase the automotive seat massage system market size. Such trends are poised to have a positive impact on the growth of the global automotive massage seat system market during the forecast period.

Major Automotive Seat Massage System Challenge

A low level of customer satisfaction in automotive seat massage systems is a significant challenge hindering market growth. Compared to other vehicle components like displays or exteriors, seats pose fewer issues, accounting for approximately 7% of problems, while other components face more significant challenges. Paradoxically, vehicle seats exhibit the lowest level of customer satisfaction compared to other parts. Previously, the introduction of extra features, such as smart seats, contributed to increased customer satisfaction. However, issues with malfunctioning smart seats and their inefficiency have negatively impacted customer satisfaction. Furthermore, customers have expressed dissatisfaction with the effectiveness of massage systems offered by OEMs which may decline the automotive seat massage system market size.

Additionally, the gap between leading and trailing players in the seat manufacturing industry is narrowing, intensifying competition among participants. This factor is expected to compel companies to develop more efficient seating concepts while simultaneously addressing issues affecting customer satisfaction to gain a competitive advantage. Consequently, the persistently low level of customer satisfaction with automotive massage seat systems is likely to impede the growth of the global automotive massage seat system market during the forecast period.

Automotive Seat Massage System Market Customer Landscape

The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Automotive Seat Massage System Market Customer Landscape

Who are the Major Automotive Seat Massage System Market Companies?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Gentherm Inc. - The company offers automotive seat massage systems such as the Be Pushed pneumatic massage system, which consists of four sets of pillows that massage back in a firm but relaxing manner at the most important points.

The research report also includes detailed analyses of the competitive landscape of the market and information about 10 market companies, including:

• Lear Corp.
• Leggett and Platt Inc.
• Magna International Inc.
• SAIC Motor Corp. Ltd.
• Schaeffler AG
• Toyota Motor Corp.
• Alba Automotive Services BV
• Chongqing Huixinyi Technology Co. Ltd.
• InSeat Solutions LLC

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

What are the Largest-Growing Segments in the Automotive Seat Massage System Market?

The passenger cars are estimated to witness significant growth during the forecast period.  The emergence of new technologies, which improve driving experience and safety, justifies their premium price. Cutting-edge computer chips and digital technology are used in car massage chairs. Automotive massage seat system improves seat comfort and lower occupant fatigue during long-distance travel. As they offer unique riding pleasure, seats are mainly offered in the luxury segment of passenger cars as standard fitment.

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The passenger cars were the largest segment and were valued at  USD 251.46 million in 2017.  The SUV segment is experiencing higher growth than other segments of the passenger cars. Growing preference for fuel efficiency and comfort during travel in three-row seats in crossovers and SUVs are the primary drivers for the rising adoption of SUVs and crossovers. A unique system that provides each seat with a completely adjustable, complete massaging function is available for installation by Trim Technik, a company that specializes in the design, development, manufacturing, and installation of heated seats, leather interiors, and other automobile leather seating. Regular seat modifications often do not deliver a good option that offers total comfort. Such factors are expected to drive the global automotive massage seat system market in the passenger cars segment during the forecast period.

Which are the Key Regions for the Automotive Seat Massage System Market?

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Europe is estimated to contribute 42% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.  France, Italy, Germany, and the UK are the primary drivers of the automotive massage seat market in Europe. These nations exhibit a high prevalence of luxury cars and are experiencing consistent growth, despite the gradual economic recovery. Luxury cars dominate the automotive seat massage system and also increase the automotive seat massage system market size in Europe and are expected to maintain their dominance in the forecast period. Factors such as an ageing population and economic uncertainty have historically impacted the European luxury car market. The inclusion of massaging seats in CVs is poised to contribute to market growth.

For instance, LCVs in Europe are anticipated to experience substantial growth due to the expansion of the home delivery sector. Vans are the preferred choice for goods distribution and urban transportation, particularly in light of city regulations restricting the use of HCVs. European OEMs are increasingly focusing on enhancing comfort features for LCVs, which is expected to drive the automotive seat massage system market size in Europe during the forecast period. Furthermore, European governments are actively pursuing significant emissions reduction goals, further boosting demand for LCVs over HCVs in the region and consequently driving market growth during the forecast period. 

The COVID-19 outbreak had a negative impact on the regional market. However, the initiation of vaccination campaigns and economic recovery efforts in countries like Germany, Italy, and France led to a rapid surge in automotive component sales, including automotive massage seats, in the latter half of 2021. For instance, Kongsberg Automotive's sale of its interior comfort systems (ICS) business to Lear Corporation marked a significant development. The transaction, worth USD190.97 million, was concluded on February 28, 2022, and will see Lear Group gain approximately 3,800 KA employees across Asia, Europe, and North America. As a result, the regional market is expected to show a steady recovery during the forecast period.

Segment Overview

The automotive seat massage system market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. 

• Application Outlook (USD Million, 2017 - 2027)
  • Passenger cars
  • Commercial vehicles

• Type Outlook (USD Million, 2017 - 2027)
  • Front seat massage systems
  • Back seat massage systems

• Region Outlook (USD Million, 2017 - 2027)
  • North America
    • The U.S.
    • Canada
  • South America
    • Chile 
    • Argentina 
    • Brazil
  • Europe
    • Germany
    • France
    • UK
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Automotive Seat Massage System Market Scope
Report Coverage	Details
Page number	158
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 4.1%
Market growth 2023-2027	USD 119.94 million
Market structure	Concentrated
YoY growth 2022-2023(%)	3.5
Regional analysis	Europe, North America, APAC, South America, and Middle East and Africa
Performing market contribution	Europe at 42%
Key countries	US, China, Japan, Germany, and France
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
Key companies profiled	Gentherm Inc., Lear Corp., Leggett and Platt Inc., Magna International Inc., SAIC Motor Corp. Ltd., Schaeffler AG, Toyota Motor Corp., Alba Automotive Services BV, Chongqing Huixinyi Technology Co. Ltd., InSeat Solutions LLC, and Rostra Precision Controls Inc.
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Automotive Seat Massage System Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the market  size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behaviour
• Growth of the market across Europe, North America, APAC, South America, and Middle East and Africa
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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