Reclining Seats in Automobiles through Innovating Vehicle Interior

Reclining Seats in Automobiles – Innovating Vehicle Interior
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Reclining Seats in Automobiles – Innovating Vehicle Interior
Introduction
In recent times, the global automobile industry experienced innovation in vehicles. Automobile manufacturers are investing significant funds in the research and development (R&D) activities to offer convenience, user-friendliness, and value for money to consumers while defining unique selling proposition (USP) in the product (Shah & Shah, 2021). For this paper, seat recliners are selected as innovations in automobiles. According to Li, Zeng and Wang (2021), sustainable innovation in automobile manufacturing introduced a paradigm shift globally. In this context, the seat recliners would serve as a fundamental innovation for reputed automobile manufacturers, such as General Motors (GM), Honda, and Toyota Motors (Toyota), to attract customers from the mass market.
Reclining chairs, also known as captain’s chairs or wing chairs, are becoming a common household attraction today. People purchase recliners to enjoy body massage and comfort while engaging in-home leisure activities. According to PRN (2022), recliners experienced a positive demand shift during the pandemic. The industry recorded a 5.5% CAGR with USD5.1 billion market capitalization worldwide. Based on the demand statistics, the objective is to install features of recliners, such as body massage, posture adjustment, and temperature control systems in vehicle seating.
Arguably, the innovation would allow leading automobile manufacturers, such as GM and Toyota, to compete in the evolving market. The manufacturers could offer a different USP to customers while accelerating demand for vehicles. The innovative seating arrangement would reduce exertion and exhaustion for customers during extensive driving routes. Besides, customers would sense luxury through multipurpose reclining seats installed in vehicles.
Discussion
Types of Innovation
This section discusses the types of innovations for recliner seating in vehicles. The innovations would serve as the technology trajectory for the product.
Product vs. Process
The recliner seating is product innovation for the automobile industry. Product innovation refers to variations and optimizations in production outputs (Schilling, 2020). The recliner seats in vehicles introduce a new product feature for drivers. Drivers could adjust posture, take in-drive massage, and adjust seating temperature for comfort. The product innovation adds in-drive value and leisure for users.
Radical vs. Incremental
The recliner seating is a radical innovation in differentiation and prior solution. Radical innovation is incurred once organizations offer a new feature to address previous gaps in the servicescape (Schilling, 2020). The innovation addresses past in-drive problems, such as discomfort, exhaustion, body strain, and boredom for drivers and passengers. Users could experience value-added features through wing seats installed in vehicles, particularly while driving on long routes.
Competence enhancing vs. Competence Destroying
Recliners are competence-enhancing innovation for the global automobile sector. Competence-...