Automotive
Leather Study
U.S. MARKET
Nielsen Is The Best Performing Customer Insight and Market Monitoring Company with International Reputation.
Pangea carried out the 2020 Automotive Leather Study to collect crucial insights about consumers’ knowledge, preference, and perception on surface materials of car seats.
Example Models of Eligible Vehicles
52% of conumers prefer leather as a surface material due to leather's softness and comfort 59%.
59% of consumers also deem leather as easy to clean and maintenance.
When purchasing a car, consumers in U.S. considered Seats more than Roominess and Features. Seat Comfort 70% is the top consideration, followed by Surface Material 61% and Seat Design 60%.
Comfortability is the best preference description for consumers’ ideal car interior. Followed by Luxury and Simplicity.
82% of consumers would likely purchase Leather Seats for their next car.
In their next car purchase, the likeness for leather is higher than any other surface material.
Consumers deem higher segments more necessary to equip leather seats, especially for luxury brand. Consumers think if the car price is above USD 39.8K then it is necessary to have leather seats.
Overall satisfaction of Leather is the highest. Leather performs best in material quality.
64% of consumers can recognize their surface material correctly. 33% of Synthetic owners perceived the material as Leather.
Nearly half of consumers assume these synthetic materials are leather.
74% consumers were aware of the truth that Leather Seats were not fully covered by leather. A so-called leather seat should be covered by leather from at least 69% of their perspective.
Areas which contact the human body (Backrest and Middle Cushion) are highly necessary to be covered by leather.
32% of consumers know the material at the beginning of their purchase from the Internet, OEM official website, social media, or auto info websites.
33% of synthetic owners discovered their seats are not leather (previously deemed as originally equipped leather). 7% of consumers would definitely leave the brand and 58% would probably consider other brands more for their next car.
75% of dealers introduced clearly about the seat surface materials. 16% of introductions were not clear. Consumers hope dealers tell them more professional information and if it is synthetic or leather.
43% of consumers prefer to purchase the cars with a clear introduction. Less than 20% consumers have a little emotions but no choices 32%.
