Technavio publishes a new market research report on the global automotive active seat head rests (ASHR) market from 2016-2020. (Graphic: Business Wire)
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Technavio publishes a new market research report on the global automotive active seat head rests (ASHR) market from 2016-2020. (Graphic: Business Wire)
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LONDON—Technavio analysts forecast the global automotive active seat head rests (ASHR) market to grow at a CAGR of close to 9% during the forecast period, according to their latest report.
The research study covers the present scenario and growth prospects of the global automotive ASHR market for 2016-2020. The report also presents the vendor landscape and a corresponding detailed analysis of the product offerings in the market. In addition, the report discusses the key trends emerging in the market and their likely effect on future market dynamics.
According to Siddharth Jaiswal, a lead analyst at Technavio for automotive electronics research, “One of the primary factors driving the global automotive active seat head rests market is the rising incidence of whiplash-related injuries, especially in first world countries. Automotive insurance companies are taking notice of the trend, thereby pioneering the work on ASHR globally.”
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Technavio automotive research analysts highlight the following three factors that are contributing to the growth of the global automotive active seat head rests market:
- Growing demand for safety solutions to drive ASHR adoption
- Rapid growth in luxury and mid-market segments
- FMVSS 202 mandate on ASHR
Growing demand for safety solutions to drive ASHR adoption
The quest for automobile safety is considered as one of the key drivers in the development of advanced automobile safety systems. Advanced safety and security features are no longer limited to premium vehicles. Consumers are now more aware of safety systems and technologies, and are taking an interest in improving their vehicles' safety systems. Thus, electronic equipment such as cameras and sensors are now being installed, even in entry-level vehicles. This has increased the demand for in-vehicle electronic devices to examine situations and prevent accidents.
Driver assistance and safety systems applications include ASHR, blind-spot detection (BSD), forward collision warning (FCW), surround-view systems, lane departure warning system (LDWS), and night vision system (NVS). These safety systems examine road and nearby traffic conditions, and alert drivers of possible risks to avoid accidents.
Rapid growth in luxury and mid-market segments
There is rapid growth of cars in the mid-market and the ultra-luxury segment. The overall luxury segment is expected to register modest growth figures with a CAGR of around 9.5%, while the premium ultra-luxury segment is expected to lead with a projected CAGR of around 20%. In addition, the growth rate is equally high for passenger cars in the mid-market segment. This segment is the target market for ASHR with their existing price points. Thus, the market growth for ASHR will propel during the forecast period.
At present, most of the cars that come equipped with ASHR as a standard fitment fall in the range of USD 20,000 and above. This squarely categorizes the technology as the prime element of the luxury and mid-market segment of passenger cars, rather than the entry level ones.
FMVSS 202 mandate on ASHR
The Federal Motor Vehicle Safety Standards (FMVSS) 202 is one of the first of its kind that has been instrumental in mandating specifications for the design and approval of automotive head restraint systems. Therefore, this same regulation applies to the ASHR system in a broad manner. This regulation specifies the height design criteria for front and rear headrests across all vehicle types under consideration. The FMVSS 202 even does a comparative study of all kinds of headrests to prevent rear collision-related neck injuries (whiplash injuries). “The study concludes the fact that properly positioned adjustable restraints are necessary to prevent whiplash,” says Siddharth.
The FMVSS 202 and other such progressive regulations globally are expected to serve as catalysts for the continuous improvement of systems such as ASHR. Furthermore, Insurance Institute for Highway Safety (IIHS) tests that led to the modification of FMVSS standards are also committed to constant modification and research. Therefore, they are the "living" safety standard, which the automotive OEMs need to follow to comply with the prevalent regulatory framework.
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