Before understanding the future development direction of domestic brand car seats, we must first understand the current status of the automotive industry. According to the list of the top 15 Chinese brand car sales from January to August 2020 released by the China Association of Automobile Manufacturers, most domestic brand car companies have generally seen a decline in sales amid the epidemic and intensified competition in the auto market, with only five companies achieving year-on-year growth.
In contrast, some domestic automakers have fallen out of the top 15. The overall auto market is reflected in the gradual concentration of the market towards the leading automakers, while weak brands are performing poorly. Among the top five Chinese automakers in terms of sales, SAIC, Geely, Great Wall Motors and Chery Automobile have all experienced declines to varying degrees. The only one to achieve year-on-year growth is Changan Automobile.
The development of the independent business of major automobile groups can also be seen in the sales list. In the context of the increasingly competitive environment in the automobile market, independent car companies are facing greater market problems, especially in the field of passenger cars. Independent car companies are under increasing pressure from price cuts by joint venture car companies. The report shows that from January to August, a total of 4.089 million Chinese brand passenger cars were sold, a year-on-year decrease of 21.3%, accounting for 36.2% of the total passenger car sales, and the market share decreased by 2.7 percentage points from the same period last year.
Judging from the domestic car sales this year, domestic brands of cars have reached a moment of crisis, which is directly reflected in the sales of seats. With the merger and integration of seat manufacturers in recent years, the current seat industry has gradually stepped into an era of small profits or even losses from the original huge profits.
However, in the past 20 years, the functions of seats have remained basic, such as manual seats and electric seats, lacking new technologies and functions that can bring about fundamental changes. Domestic brands of car seats are facing necessary changes.
So, in what direction do domestic brands’ car seats need to change in the future?
First of all, any enterprise is pursuing profits, and mutual benefit and win-win are the foundation of independent brand automobile companies and seat companies. Good quality vehicles are the guarantee of good automobile sales, and at the same time, they can also reduce the cost of vehicles and seats, forming a good profit cycle for independent brand companies and seat companies.
Therefore, the primary requirement of domestic brands for car seats is low cost, which is the most basic basis for change. No matter how many years come, companies hope to produce the best seats at the lowest cost.
Secondly, with the improvement of consumers' quality of life, consumers will pursue higher quality in car seats in the future. In order to further improve the comfort and safety of car seats, domestic brands need to increase their research and development efforts on car seats, so that car seats can develop in the direction of new structures, new processes and new materials, and make changes in lightweight, intelligent, comfortable and personalization.
In terms of lightweighting, as the development momentum of electric vehicles is getting stronger and stronger, various countries have announced timetables for banning the sale of fuel vehicles. In the future, electric vehicles will be the absolute mainstream. However, due to the current development of battery technology, OEMs can only find ways to reduce the weight of the vehicle to increase the driving range. As heavyweight interior parts, seats will inevitably face huge challenges in lightweighting.
Mainstream seat suppliers have begun to research future lightweight seat solutions, including high-strength steel, magnesium-aluminum alloy, carbon fiber, plastic frames, etc. The application and breakthroughs of these technologies will definitely be an important route for lightweight seats.
In terms of intelligence, with the development of electric vehicles, the level of autonomous driving is getting higher and higher. Major automakers have jointly developed a new generation of autonomous driving technology with mainstream Internet companies. Autonomous driving will definitely become a trend in the future.
In order to adapt to this trend, it is necessary to develop intelligent seats to meet the different usage scenarios of passengers, such as communication scenarios, meeting scenarios, entertainment scenarios, and rest scenarios. A single command from the passenger can change the seat to a different usage mode. Seats that are becoming less and less noticeable should be excellent intelligent seats.
With the development of autonomous driving, passengers' demands for vehicle control will gradually decrease, while their life, entertainment, and business needs will gradually increase. At this time, the comfort and functional experience of the seats will become the top priority. Not only the sensory feelings of the passengers should be considered, but also the psychological feelings. Traditional massage and ventilation functions will become basic functions. Of course, better solutions need to be explored to weaken the presence of the mechanism. Human heart rate monitoring and health status monitoring should be the basic functions of the seats, and even health advice can be given to the passengers.
Personalized seats are another growing trend. As the role of the driver weakens, the functions of vehicle seats will change significantly. In the future, car seats and interiors will become more customized and personalized, such as in color, adaptive seats, scene experience, etc. to meet consumers' functional and sensory needs. In the future, driving car seats will likely combine AI and other skills to autonomously identify passengers and provide customized services, such as customized functions to meet the needs of special disabled people.
In general, future car seats will be more comfortable, safer, smarter and more connected. They will have more and more functions, and their NVH performance will be more optimized and their quality will be lower and lower. In addition to bringing more profits to enterprises, producing such high-quality seats can also bring more invisible benefits to enterprises: consumer trust, brand image establishment and dissemination, etc.
Seats are system integrations that are complex, multifunctional, and highly technical, and are relatively high-end products in the auto parts industry. This determines the breadth of seat applications, and seat companies must be innovative to be competitive, especially for independent brands. Only companies that have a priority in mastering future automotive seat technology can get rid of current limitations and seize market opportunities.
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