2011 global car seat manufacturer competition

The seemingly insignificant seat is second only to the engine in the cost structure of the car. The average price of a typical car seat is about 850-1050 dollars, the mid-range sedan is about 1400-1600 dollars, and the high-end is more than 2,000 dollars. For most cars, the seat is more expensive than the transmission, chassis and body. (CMIC China Market Intelligence Center releases data)

The main components of the car seat include Cushion Frame, Back Frame, Slide Channel, Covering, Pad Assy, Recliner Assy, Motor ( Motor). Skeletons are usually laser-welded from high-strength steels, as are slide rails, both of which require superb metalworking techniques. Foaming requires mastery of superb chemical preparation techniques. Electrical adjustments and position memory require electronic technology, and seat covers require textile technology. Therefore, only a handful of car seat assembly manufacturers have high thresholds.

Global car seat manufacturers can be divided into American, Japanese and European. The American Department is mainly controlled by Johnson Controls (JC) and LEAR. JC is the world's largest car seat manufacturer with absolute advantages in terms of foaming technology and global layout. JC has a strong cash flow, relying on the acquisition of small manufacturers to improve its own industrial chain. From November 2010 to January 2011, JC completed three acquisitions. In November 2010, Johnson purchased Michel Thierry of France. The company mainly provides car seat fabrics for Johnson. In December 2010, Johnson purchased the parts business of Keiper and Recaro's seating business. Keiper was the world's first manufacturer of seat recliners, and Recaro was known for its top-grade car seats. In January 2011, Johnson purchased CRH, a metal frame supplier for car seats. CRH's major customers are also luxury car manufacturers.

Lear started with fabrics and its industrial chain integration is very high. Its main customers are GM, Ford and Audi, which account for more than 50% of its revenue.

Japanese manufacturers mainly include TOYOTA BOSHKOU, Tokyo Seat (TS) and TACHI-S. The first two started with seat fabrics, which started with seat springs. Toyota Motor mainly supplies Toyota, and Tokyo seats supply 74% of Honda's car seats. Tai Chi’s main customers are Nissan and Honda.

European manufacturers are mainly Faurecia in France and Brose in Germany. Foglia focuses on mid- to high-end cars. In December 2010, Faurecia acquired the seat comfort segment of Germany's HOERBIGER GmbH. The company's main customers are the Audi A8, A7, BMW 7 Series, Bentley 831/621, Mercedes-Benz S Series, all of which are more than one million luxury cars.

Brose is the largest manufacturer of electric seat regulators in Europe and a manufacturer of second door lock systems. In the field of door window lifters, door systems, ABS motors and air-conditioner blower assemblies, it is the world leader, but there are not many seat assemblies.

In addition, car seat manufacturers also have Korean DYMOS and Korean physics and chemistry. DYMOS also provided gearboxes for South Korean tanks, and Hani’s physics business was based on the Trim.

All but China's BYD use joint venture seats. BYD also needs to purchase key components. Most of China's automotive joint ventures are controlled by foreign parties and may eventually evolve into wholly-owned enterprises. Most joint ventures of foreign-invested automotive companies in China are the most profitable branches. Take Toyota's textile as an example, the operating margin in Japan is 1.2%, compared with 13.6% in China. China Region contributed more than 80% of its profits to Toyota Textile.