Dealers should play up seats and their features with new car shoppers, according to new research from J.D. Power.
The research and ratings firm found seat features and seat quality actually enhance customer loyalty and experience.
“Customers are focusing more attention on the interior design and comfort, and the seats are a critical element of the vehicle’s interior,” said Brent Gruber, senior director, global automotive division at J.D. Power, in a written release. “Interior styling is an important consideration for consumers when shopping for a new vehicle.”
In fact, nearly 20 per cent of new-vehicle shoppers surveyed said they walked away from a vehicle because of interior design, usually because it was “too bland or boring,” said J.D. Power.
Among seat features, leather and heated and ventilated/cooled seats boosted satisfaction and added a luxurious feel to the vehicle.
Seat satisfaction also has an impact on vehicle loyalty, said the company.
Among owners who rate their overall seat satisfaction a 10 on a 10-point scale, 68 per cent said they “definitely will” repurchase the same vehicle make again. When satisfaction drops to nine, intended loyalty drops to 45 per cent, said J.D. Power.
The company added that seats will play a big role as the industry moves toward autonomous vehicles.
