Front row seat comfort is one of the top ranked importance attributes to consumers when they’re shopping for a new vehicle. Over the years, however, 2nd row seat comfort is playing an increasingly important role in the shopping process. According to AutoPacific’s New Vehicle Satisfaction Survey data, 52% of respondents said 2nd row seat comfort was important to them when shopping in 2016. That number has increased to 64% in 2019. Similarly, the importance of 2nd row ingress and egress has also increased, from 54% of new vehicle buyers in 2016 to 69% in 2019.
Source: 2016-2019 AutoPacific New Vehicle Satisfaction Study
Desire for 2nd Row Seat Comfort Is Universal
Segments typically known for families, such as large and luxury SUV/XSUV, mid-size XSUV/XSUV and minivan, have increases in the importance of 2nd row seat comfort ranging from 4-7%pts; however, car and truck segments are seeing the most positive change. Increases from 2016 to 2019 for these segments range from 8%pts for mid-size car to 19%pts for large pickup.
Source: 2016-2019 AutoPacific New Vehicle Satisfaction Study
2nd Row Seating Isn’t Just for Kids
In 2018, 23% of new vehicle buyers overall said they use their vehicle for driving with children in the 2nd row and 24% for driving with adults in the 2nd row. “People automatically think of kids when they think of the 2nd row,” says AutoPacific analyst Deborah Grieb. “While that family dynamic clearly applies to minivans and larger SUVs, the use of the 2nd row for adults is quite common for almost all segments, especially with increasing use of vehicles for ride sharing services.” As the importance of 2nd row comfort increases, AutoPacific will be watching interest in 2nd row seat features, such as heated and adjustable seats.
Source: 2018 AutoPacific New Vehicle Satisfaction Study