Vertical: AutoBase Year: 2018
Market Size (2018)
$3.77B
Projected (2025)
$5.54B
CAGR (2017–2025)
5.5%
Key Players
10+
Active seat headrest is an automotive safety feature, that is used to limit the backward movement of the occupant's head in the event of a rear end collision. The automotive component manufacturers primarily use active seat headrests with the objective of protecting the passengers from neck injuries to reduce the chance of an injury like whiplash. However, such collisions could also be avoided by deploying advanced systems, such as rear vehicle monitoring system. The active seat headrest is designed for use in passenger and commercial vehicles, especially luxury and premium vehicles. The design of the headrest varies from manufacturer to manufacturer. In BMW vehicles, pressurized gas actuates the headrest while in Mercedes-Benz vehicles, springs actuate it.
The global automotive active seat headrests market is expected to grow at about 5.75% CAGR during the forecast and reach USD 5,539.1million by 2025. In 2018, the market was led by Asia-Pacific, with a 50.6% share, followed by Europe and North America with shares of 28.5% and 13.4%, respectively.
The global automotive active seat headrests market has been segmented on the basis of product type and application. On the basis of product type, the headrest activation segment held the largest market share of 60.7% in 2018 and was valued at USD 2,290.4 million; it is projected to exhibit at a CAGR of 6.54% during the forecast period. On the basis of application, passenger car segment held the larger market share of 77.3% in 2018 and was valued at USD 2,917.7 million; it is projected to exhibit a CAGR of 5.50% during the forecast period.
The Automotive Active Seat Headrests Market market is projected to grow at a CAGR of 5.5% from 2017 to 2025.
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View Subscription PlansActive seat headrests are also called active head restraint used in automobiles to protect passengers from head and neck injuries. The active headrest system is connected to the electronic control system (ECS), which activates in case of a rear end collision of the vehicle. The headrest system moves forward and upward i.e. diagonally to provide support to the passenger’s head, protecting it from injuries. The active headrest systems are specifically designed for luxury and high-end passenger and commercial vehicles.
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View Subscription PlansThis report applies a rigorous multi-stage research process combining primary interviews, secondary data sources, and bottom-up market modelling to ensure accuracy and completeness across all segments and geographies.
Base Year
2018
Historical Period
2017 – 2017
Forecast Period
2019 – 2025
Primary Interviews
150+
Historical data (2017–2018) and forecast period (2018–2025)
Our research process spans primary interviews with industry stakeholders combined with comprehensive secondary data analysis, validated through triangulation across multiple independent sources.
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View Subscription PlansThe global automotive active seat headrests market is characterized by the presence of many regional and global players. The market is highly competitive with all the players competing to gain market share. Intense competition, rapid advances in technology, frequent changes in government policies, and safety regulations are key factors that confront market growth and enhance the active seat headrests demand and sales. The active seat headrests manufacturers compete based on cost, product quality, and reliability. It is crucial for the manufacturers to provide cost-effective and high-quality products, in order to survive and succeed in an intensely competitive market environment.
The growth of the market players depends on the economic conditions, government support, and industry development. Thus, they have been observed focusing on improving their products and expanding their regional presence. Grammer AG, Lear Corporation, Toyota Boshoku Corporation, TS TECH Co LTD, and Adient plc being the leading players, held nearly 44.2% of the market share in 2018.
Deprag Schulz Gmbh U. Co., Yanfeng Automotive Interior Systems Co., Ltd., Magna International Inc., JR Manufacturing, Inc., and Daimay are some of the other players operating in the global automotive active seat headrests market. Among all the players, the leading ones, as mentioned above, dominate the market due to their enhanced product portfolios, vast industry experience, and geographic reach. These players may strengthen their presence in the global automotive sector, through new product development and further increase their research and development investments during the forecast period. Players with access to better technologies can develop unique and innovative products and services, which could render the competitors’ products, obsolete. The competitive environment in the market is likely to intensify further due to an increase in the number of expansion and partnerships.
Michael Porter’s Five Forces Model is a framework for the global automotive active seat headrests market, which is influenced by five forces. The strategic business managers, trying to create an edge over competitive firms in the global automotive active seat headrests market, can utilize this model to comprehend the industry connection, in which the firm operates. The components of each of the forces and the degree of impact of each force in the context of the global automotive active seat headrests market have been broken down and analyzed.
Threat of New Entrants
A moderate capital requirement and the presence of competitors in the automotive active seat headrests manufacturing products results in the moderate threat of new entrants in the global automotive active seat headrests market. The product is in the growth stage and demands research and development efforts into product technologies. The high impact of brand identity of the existing companies such as Lear Corporation, Adient Plc, Grammar AG, Toyota Boshoku Corporation, Toyota Boshoku Corporation, and TS TECH Co LTD in the market, is expected to lead to the increased entry barrier for new manufacturers. Active seat headrests are mainly equipped in luxury passenger and commercial vehicles due to the high-end hardware and technology used in such vehicles. Active seat headrests are play an important role in enhancing passenger and driver safety, which is regulated by industry mandates. However, the profit margins will be the challenging factor for the new players, as most of the prestigious suppliers and buyers are already in long-term partnerships owing to the demand for the high-quality product technology due to the application in the luxury vehicles. However, the seat manufacturing companies might enter the market with their existing technological and manufacturing capabilities. Thus, the threat of new entrant is moderate in the global automotive active seat headrests market.
Bargaining Power of Suppliers
The primary suppliers in the automotive active seat headrests market are the raw material/component suppliers, such as motion sensors, forming materials, pressure plate, head rest structure (rod/stem), plastic, and trims. The automotive active seat headrests manufacturing companies tend to enter into long-term agreements in order to ensure uninterrupted supply of raw materials to the manufacturers of product. However, the moderate concentration of suppliers, and low raw material differentiation, can limit the bargaining power of suppliers. Thus, the bargaining power of suppliers is moderate in the global automotive active seat headrests market.
Bargaining Power of Buyers
The concentration of buyers in the automotive active seat headrests market is low. The end users of automotive active seat headrests are inclined toward buying high end systems to ensure minimized performance risks at the time of rear-end collision. The main buyers in the market are luxury vehicle manufacturers, such as BMW AG, Mercedes-Benz, and Audi AG, who choose to procure high-end systems and prioritize technology innovation, comfort, and safety performance. This leads to the increased prices of the active seat headrest. The impact of brand identity is high and the price sensitivity in the market is low. The manufacturers tend to have long term contracts with the automotive OEMs for the uninterrupted supply of active seat headrests. Such factors are expected to result in the high bargaining power of buyers in the global automotive active seat headrests market.
Threat of Substitutes
There are no direct substitutes in the global automotive active seat headrests market. However, rear vehicle monitoring systems are widely used to avoid rear end collision. However, technological innovation with the availability of types of automotive active seat headrests will further reduce the threat of substitutes. Hence, the threat of substitutes is low in the automotive active seat headrests market,
Rivalry
There is a moderate presence of existing automotive active seat headrests manufacturers, with companies such as Lear Corporation, Adient Plc, Grammar AG, Toyota Boshoku Corporation, and TS TECH Co LTD, which are the major market share holders in the global automotive active seat headrests market. The wide sales and distribution network in the market has increased the competitive rivalry in the market. Moreover, there is high industry growth owing to the rising purchasing power and awareness regarding safety features. The leading automotive OEMs are spending heavily on advertisements to increase the awareness among consumers regarding the product features. There is moderate product differentiation, in terms of product quality and specifications, as automotive active seat headrests are used primarily in luxury vehicles. Thus, the moderate number of companies, high industry growth, moderate product variation, and high advertising expense are expected to result in high intensity of rivalry in the global automotive active seat headrests market.
Market estimates by geography (2025)
InsightAsia Pacific leads with $3.08B by 2025.
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View Subscription Plans| REGION | 2017 | 2018 | 2025 | CAGR | SHARE |
|---|---|---|---|---|---|
| North America | $488.60M | $566.30M | $674.90M | 4.1% | 12% |
| Asia Pacific | $1.79B | $2.32B | $3.08B | 7.0% | 56% |
| Europe | $1.05B | $1.17B | $1.36B | 3.3% | 24% |
| Rest of the World | $269.10M | $333.70M | $425.50M | 5.9% | 8% |
| Total | $3.60B | $4.39B | $5.54B | 5.5% | 100% |
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Analytical insights on Automotive Active Seat Headrests Market covering market dynamics, competitive landscape, and strategic outlook.
The Automotive Active Seat Headrests Market market is projected to reach $5.54B by 2025, growing at 5.5% CAGR.
The global automotive active seat headrest market is projected to register significant growth during the forecast period. The growth of the global automotive active seat headrest market is expected to be driven by various factors such as growth in the number of road accidents and related neck injuries and increase in demand for luxury vehicles. However, the use of rear vehicle monitoring systems is expected to hamper the growth of the global market.
The rise in the number of road accidents and deaths are a major global concern. According to the World Health Organization (WHO), in 2017, more than 1 million people were killed, and more than 50 million people are estimated to be injured on roads, every year, due to bad road conditions;90% of the road traffic deaths occur, primarily in the developing countries, rear-end collisions being one of their most prominent types of accidents. The US National Highway Traffic Safety Administration (NHTSA) reported almost 2.4 million rear-end collisions on the US roads in 2016, including almost 700,000 crashes, resulting in injury and about 2,300 fatal rear-end crashes.
The rear end collision usually causes the neck to snap, quickly. Other kinds of injuries due to the rear end collisions include mild neck strain and dislocation of vertebrae bones of the spine. Such scenarios related to the rear end collision and neck injuries in vehicles raise concerns regarding the occupant’s safety, worldwide. The active seat headrest is a passive safety system in a vehicle, and it protects the passengers, primarily from neck injuries in case of a collision. This makes the active seat headrest, a critical aspect in ensuring safety and comfort, which is expected to drive the global automotive active seat headrests market growth during the forecast period.
The demand for the active seat headrest is limited in certain regions where the cost of the vehicle is still a more prominent factor than vehicle safety. However, the scenario is changing with a rise in the number of road accidents and awareness regarding vehicle safety. Such a change is expected to shift the impact of growth in the number of road accidents and related neck injuries on the global automotive active seat headrests market from moderate to high over the forecast period.
The safety feature demand along with drop in traffic congestion, growth of connected infrastructure, and transition from ownership to mobility-as-a-service (Maas) are the factors expected to drive investments and developments of semi-autonomous and autonomous vehicles, all over the world.
Thus, the major automotive and technology companies, such as AB Volvo, Apple Inc., Baidu Inc., BMW AG, Daimler AG, Nvidia Corporation, Delphi Automotive PLC, Ford Motor Company, General Motors Company, Google, and Apple Inc., are investing in the development of autonomous vehicles. For instance, Robert Bosch GmbH signed an agreement with Mercedes in 2017 to develop level 4 and level 5 of fully automated cars. The security of semi-autonomous and autonomous vehicles is vital in ensuring reliability and safety even in the event of a system malfunction.
The increase in awareness and adoption of advanced automobile safety systems in semi-autonomous and autonomous vehicles, result in the installation of advanced safety equipment, such as active seat headrests. The installation of active seat headrest is beneficial for protecting passengers from accidents as it ensures reduction of whiplash and neck-related injuries. Furthermore, the advanced versions of active seat headrests connected to the electronic control system of the vehicle are capable of recognizing the severity of a rear-end collision. This system activates the headrest once the severity of such an event increases beyond preset limit, moving it forward and upward.
Thus, the development of semi-autonomous and autonomous vehicles is expected to offer promising growth opportunities to the global automotive active seat headrests market players during the forecast period.
Major automotive vehicle manufacturing companies are integrating advanced technologies, such as rear vehicle monitoring systems and digital rear-view systems for enhancing vehicle safety. The rear vehicle monitoring system uses a rear bumper-mounted radar to measure the distance to the cars approaching from behind or in neighboring lanes. This system preemptively warns the driver with an alarm and warning lamp if there is a danger of collision while changing the lanes.
For instance, all the newly introduced Mazda vehicles are equipped with rear vehicle monitoring systems. This system is similar to the blind spot monitoring system and is designed to work in all weather conditions and detect all types of vehicles, including motorcycles, and alert the driver. Additionally, in 2018, Ficosa International S.A., a Spanish multinational corporation, developed the digital rear-view system for the Audi e-tron, which uses cameras and displays instead of the traditional external side mirrors, ensuring safe, efficient, and more comfortable driving. Such systems are used to prevent rear end collision and limit the adoption of active seat headrests. The increase in demand for rear vehicle monitoring systems and digital rear-view systems are expected to restrain the market growth during the forecast period.
The demand for active seat headrest is currently high. However, the development of rear vehicle monitoring systems and digital rear-view systems is expected to shift the impact of use of rear vehicle monitoring systems on the global automotive active headrest market from low to moderate over the forecast period.
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Profiles of 108 companies operating in the Automotive Active Seat Headrests Market market, including revenue, employee count, and market positioning where available.
Showing 108 of 108 companies
Company Headquarters: Japan Founded: 1960 Workforce: ~~17,000 Company Working: TS TECH CO. LTD designs, manufacturers, and sells seats for automobiles, interior trim and interior components for automobiles, motorcycle seats, and motorcycle parts and accessories. The company has 68 manufacturing facilities and 46 subsidiaries located in 14 countries such as US, Canada, Brazil, China, Philippines, Indonesia, Thailand, and India. Suzuki Motor Corporation, Honda Motor Company, Kawasaki Heavy Industries, Ltd., Harley-Davidson, Inc., PARAMOUNT BED CO. LTD, and Yamaha Motor Co. Ltd are some of the customers of the company.
Company Headquarters: Japan Founded: 1918 Workforce: ~41,600 Company Working: Toyota Boshoku Corporation designs, manufactures, and sells automotive interior and exterior components, and seat systems and automotive engine parts. It offers its products through three business segments namely seat, interior & exterior, and unit components. The seat business offers seat frames, seat fabrics, seat airbags, and seat components. The interior and exterior business offers bumpers, fender liners, seats, door trims, headliners, and carpets. The company has 46 manufacturing facilities located in the US, Canada, Thailand, China, France, India, and Japan. Aiho Corporation, Green Kasei Co., Ltd, TB Iwate Corporation, Tianjin Intex Auto Parts Co., Ltd., TBDN Tennessee Company, TB Kawashima Co., Ltd, and Tb Sewtech Kanto Corporation are some of the subsidiaries of the company. The company’s clientele for active seat headrests market is comprised of Toyota Motor Corporation, BMW AG, Subaru and other companies.
Company Headquarters: US Founded: 1917 Workforce: ~ 161,000 Company Working: Lear Corporation designs, develops, manufactures, and sells automotive seating, electrical distribution systems, and electrical components for automotive OEMs, across the world. It operates through two business segments namely, seating and E-Systems. The seating segment offers recliner mechanisms, leather and fabric products, seat trim covers, seat tracks and foams, seat structures and mechanisms for passenger car and commercial vehicles. The E-systems segment offers electrical distribution systems, electronic modules, and related components and software. It also provides vehicle connectivity hardware and software capabilities, including cybersecurity expertise that facilitates secure, wireless communication between the vehicles’ electrical and electronic systems and external networks. The company maintains 261 locations in 39 countries, across the globe, and is traded under the name, “LEA” on the New York Stock Exchange. The major competitors of the Lear Corporation are Aptiv PLC, Continental AG, Denso Corporation, Harman International Industries, Incorporated, Hella AG, Robert Bosch GmbH, Valeo S.A., and Visteon Corporation.
Company Headquarters: Sweden Founded: 1915 Workforce: ~84,000 Company Working: Adient Plc designs, manufacturers, and sells various types of seating systems and components across the globe. Its manufactures its products for passenger cars, light commercial vehicles including vans, pick-up trucks, and sport/crossover utility vehicles. Its seat products include complete seating systems, frames, mechanisms, foam, head restraints, armrests, trim covers and fabrics. The company has 214 manufacturing facilities in 32 countries. Ford Motor Company, General Motors, Toyota Motor Corporation, Nissan, Honda Motor Company, Daimler AG, AB Volvo, and BMWAG are some of the clients of the company in active seat headrest market.
Company Headquarters: Germany Founded: 1989 Workforce: ~15000 Company Working: Grammer AG develops and manufactures components and systems for car interiors, driver and passenger seats for off road vehicles, trucks, buses, trains. The company operates through two segments, namely, automotive and commercial vehicle. Under its automotive segment, the company develops and manufactures headrests, center consoles, armrests, interior components and innovative thermoplastic solutions for OEMs. The commercial vehicle segment manufactures seating systems for commercial and off-road vehicles as well as for trains and buses. Its headrest products are height adjustable and permit the distance from the head, to be modified. Crash-active headrests protect passengers from the risk of whiplash injury. The company is operating in 19 countries worldwide via its 40 companies. GRAMMER Inc., Hudson (WI), Grammer Inc., Tupelo (MS), GRAMMER Industries Inc., Troy (MI), GRAMMER Industries Inc., Greenville SC, GRAMMER AG, Amberg, Allygram Systems and Technologies Pvt Ltd are some of its subsidiaries.
Company Headquarters: China Founded: 1936 Workforce: ~33,000 Company Working: Yanfeng Automotive Interiors designs, manufactures, and sells automotive interior components, across the globe. It offers door panels, instrument panels & cockpits, floor consoles, overhead consoles, decorative trims & lighting. Yanfeng Automotive Interiors is a joint venture between Yanfeng, one of the largest automotive suppliers in China and Adient, a global leader in automotive seating. The company has 110 manufacturing plants and 10 R&D centres located in 20 countries. Yanfeng Adient Seating Co., Ltd., Yanfeng Automotive Trim Systems Co Ltd, Dongfeng Visteon Automotive Trim Systems Co., Ltd., and Yanfeng Plastic Omnium Automotive Exterior Systems Co., Ltd. are some of its subsidiaries.
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Historical performance and future projections (2020–2030, USD Billion)
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