Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

Not that you can order a different seat for a given car but the insight is eye opening.

Wayne Gerdes - CleanMPG - Aug 18, 2012

2013 Lexus ES 300h front seats - Some of the best (the new GS 450h's are even better ;)) while most Toyota seats in the smaller segments are not nearly as desirable.

The automobile seat: Some are good, some are ok and some truly suck.

According to a recent JD Powers Owners survey on seating quality and satisfaction, seat suppliers may make the difference between a content customer and a not so pleased one even in the low cost segments.

With consumers purchasing an ever increasing percentage of small vehicles that have more seat features than previous models, the general consensus is that we are more satisfied with the quality of our seats than we were just four years ago.

Market share for compact and subcompact models has grown to 35.4 percent in the first seven months of 2012 from 32.0 percent during the same period in 2008.

Along with the sales growth in B and C-segment, market penetration of seat features in those vehicles has also increased. The study finds that market penetration in the compact and subcompact vehicle segments for heated seats has increased by 16 percentage points, compared with the 2008 study, while penetration for leather seats has increased by 10 percentage points, memory seats by three percentage points and cooled/ventilated seats by two percentage points.

Vehicle owner satisfaction with seats is also increasing. Seat satisfaction among compact and subcompact vehicle owners averages 7.5 points on a 10-point scale, which is significantly higher than the 2008 study, as are ratings for seat material conveying an impression of quality (7.4) and seat styling (7.6).

Just like an attractive interior or exterior design, seating surfaces, their comfort and features have been growing in importance.

According to the J.D. Power and Associates 2012 Initial Quality Study (IQS), interior comfort is the second-most-common reason owners cite for selection of their new vehicle!

While overall satisfaction with seats has increased, seat quality remains flat at 5.5 problems per 100 vehicles (PP100), compared with 2011, but has improved from 6.2 PP100 in 2008. A lower score indicates higher quality.

Satisfaction with headrests has improved slightly from 2011, specifically headrest adjustment controls that are difficult to understand or use. Headrests have a significant impact on vehicle owner loyalty and satisfaction, and satisfaction declines when owners experience problems.

Among owners who did not experience a headrest-related problem, overall satisfaction averages 7.9, compared with only 6.7 among owners who did experience a headrest problem. In addition, 73 percent of owners who did not experience headrest problems say they "definitely will" recommend their vehicle to family and friends, and 46 percent say they "definitely will" repurchase a vehicle of the same brand the next time they shop for a new vehicle. However, among owners who experienced one or more headrest-related problems, only 47 percent say they "definitely will" recommend their vehicle and 27 percent say they "definitely will" purchase the same brand for their next vehicle.

Although fewer than 30 percent of owners have memory seats, cooled/ventilated seats, adjustable sliding rear seats or adjustable reclining rear seats in their current vehicle, more than 90 percent of those owners say they would like to have those features in their next new vehicle. In addition, the majority of owners who have fold-down rear seats, heated seats, power lumbar support or height-adjustable seat belts in their current vehicle indicate they would want these features again in their next vehicle.

While seat satisfaction has steadily improved during the past few years, interest in seat features continues to increase as owners look for more features and comfort from their vehicle seats.

While we have absolutely no choice to select a given seat supplier for a given automobile, I am sure automakers are very concerned with their selections. That said, JD Power has in some form or fashion sorted out the contenders for a manufacturer to consider when choosing the next seat vendor for future vehicles they are working on that are not expected to reach us for 2 to 4 years out or more. Here is that list.

Seat Supplier Quality Rankings

Avanzar Interior Technologies – a joint venture between Johnson Controls and SAT Auto Technologies, Ltd. -- and TS Tech rank highest in a tie for seat quality, each with 3.3 PP100. This is the third consecutive year Avanzar ranks highest in seat quality.

Toyo Seat ranks third (4.0 PP100), followed by NHK Spring Co., Ltd. (4.6 PP100) and Daewon Sanup Co. (4.8 PP100)

Among suppliers that perform well in overall seat satisfaction are Bridgewater Interiors, LLC.; Faurecia; Lear Corporation; Magna; and Toyota Boshoku Corporation.

The 2012 U.S. Seat Quality and Satisfaction Study provides automakers and suppliers with quality and satisfaction information related to automotive seating systems. New-vehicle owners are asked to rate the quality of their vehicle seats and seat belts based on whether or not they experienced defects/malfunctions or design problems during the first 90 days of ownership. The study is based on responses from more than 74,700 owners of new 2012 model-year cars and light trucks. The study was fielded between February and May 2012.

Seat Supplier Quality Ranking

Supplier	Problems Per 100 (PP100) Vehicles
Avanzar Interior Technologies	3.3
TS Tech	3.3
Toyo Seat	4.0
NHK Spring	4.6
Daewon Sanup	4.8
Hyundai Seat Division	4.9
Lear Corporation	5.1
Setex	5.1
Toyota Boshoku	5.4
Industry Average	5.5
Magna	5.8
Faurecia	6.1
Johnson Controls	6.2
DYMOS	6.3
Tachi-S	6.5
Bridgewater Interiors	7.6

While I do not have a breakdown on what supplier’s seats are in what model, I am sure manufacturers are extremely interested in this survey. I would most certainly not want to be one of those on the bottom of this list.

All told, we are receiving better and far safer seat systems with more features than ever before in the segments I find to be even more interesting. That includes the more affordable and usually more fuel efficient B and C-segments. The luxury buyers minimums would begin with 10-way adjustability, heated and comfortable which is exactly what the affordable C-segment Elantra GT we are currently driving is equipped with right now?

Cars are getting better in every way and maybe surveys like this may actually be driving that pursuit.

Re: Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

I've always wondered why car manufactures don't spend more money on the seats, stereo and dash boards of their vehicles. Those are the three areas that everyone sees and deals with everyday. A great seat along with a nice looking dash will go a long way in making a customer think they are in a much more luxurious car than they paid for.

Re: Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

yeah one spends a great deal "inside" a vehicle than looking at it... despite auto makers are always focusing on the outside first then the interior :S

Re: Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

Because people buy cars based on emotions*, and the first thing they see is the outside. The manufacturers know what they are doing.

*otherwise we would all be driving cars from the 60s, but upgraded for the times.

Re: Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

One thing that really annoys me about some modern seats is the overly-forward headrests. It gives me a literal pain in the neck. The Fiesta had them and that alone would be enough to keep me from buying one.

Re: Did You Know JD Power Ranks Automobile Seat Quality and Satisfaction?
 

Hi Andrew:

I suspect but I did not look it up that Ford was simply cheap. Instead of an active head restraint with either a cable or deformation activated movable headrest, they relied on geometry and saved a few $'s per seat to the chagrin of its owners.

Wayne