Automotive seating supplier Adient is launching a new mechanical massage-seat solution that it says should take in-vehicle comfort while driving to a new level.
The new system, which has been initially deployed in Chinese automaker GAC-Trumpchi’s new M8 plug-in hybrid model, features three rows of seating with Adient’s 3D massage module that simulates professional kneading techniques, says the company. Drawing from both western massage therapies and traditional Chinese medical philosophy, the company has developed the system to target back and lumbar discomfort mimicking professional massage experiences.
Massaging seats is a growing segment for automakers and seat suppliers. The global automotive seat massage system market was most recently valued at $51.9 billion in 2023, according to research firm Market.us, and is expected to grow to $59.6 billion by 2033.
The Asia-Pacific region accounts for the largest share of automotive installations of massaging seat systems, with 34% market share as of 2024, reflecting an uptick in consumer acceptance and rising household income in China, Japan and Korea, according to research compiled by Market.us.
Once a feature of luxury and executive cars, penetration into mid-range mainstream models is on the upswing, with massaging seats available in mass-market vehicles as diverse as pickup trucks (Ford F-150, Toyota Tundra) and family-oriented CUVs (VW ID.4, Buick Enclave, Hyundai Palisade).
Adient’s system features a flexible protruding structure for “everyday comfort and deep massage, a rapid pressure relief valve for safety during collisions and a multi-layer wear-resistant assembly to ensure long-term durability,” says the company. Featuring controls with multiple modes and strengths, the system enables the driver and occupants to personalize and customize massage experiences. Adient also notes that the system is compatible with heating and ventilation components and supports over-the-air (OTA) updates.
Adient’s first push with the new system is in China, and the company says besides the GAC contract, it will soon appear in more mid-to high-end models across the China market.
