MGA Magna International Inc

Conducts study to better assess, meet vehicle seating needs of the future

AURORA, ON, Oct. 24, 2016 /CNW/ - As part of its commitment to innovation and value in automotive seating, Magna International Inc. commissioned an ethnography study of vehicle owners in various markets around the world to better understand consumer insights into and issues with the seats in today's automobiles. Insights gained from the study will inform seating innovations from Magna.

(Photo: http://photos.prnewswire.com/prnh/20161024/431842)

Magna experts worked closely with consumers in the U.S., China, Germany and England to gain their perspectives through electronic surveys, collaborative workshops and in-vehicle interviews. The Magna experts also met with vehicle owners at their homes to learn personal insights about the way they use their vehicles and the needs and wants of drivers and passengers. 

Within the study, Magna looked at a number of factors which are impacting vehicle seating choices. These include: purchase decisions; pain points; different modes of vehicle use and passenger versus driver needs; automotive industry forces such as disruptive technology and demand for larger vehicles; market distinctions between the U.S., Europe and China, including how the change in the one-child-per-family law has increased demand for SUVs in China; and other forces of change such as the impacts of productivity, inter-passenger connectivity, today's on-demand lifestyle, and ergonomics.

"Seating is an increasingly important and personal factor when purchasing a vehicle, and today's drivers and passengers see their vehicles as an extension of their homes," said Dino Nardicchio, Global Vice President, Research and Development, Magna Seating. "Key to Magna's innovation is our ability to incorporate global trends, the needs of the auto industry and the requirements of our customers into solutions that fit the needs of today's vehicle owners.  With this ethnography study, we were able to hear directly from global consumers so that we can incorporate their wants and needs into future seating options."

As part of the study, consumers in the target regions were asked what problems they wanted solved in their vehicle. Their feedback included the following insights:

• Seats need to be more versatile and flexible to meet the needs of each passenger, business use or family function. An example of how Magna does this today is the partnership with FCA US LLC to develop a new Stow 'n Go^® Seating and Storage System in the 2017 Chrysler Pacifica. (Stow 'n Go is a registered trademark of FCA.)
• U.S. and Chinese consumers spend a large amount of non-driving time in their vehicles, and want seats to support "mobile office" usage with enough comfort to allow restful breaks in their routine.
• People want their vehicles to be more flexible, have easier access to the 3^rd row, and make power sources available to all passengers. Magna is addressing this need with the recent launch of its new Pitch Slide seat, which maximizes the opening for passengers to enter and exit a vehicle's 3^rd row without having to move an installed child or infant seat.
• Globally, customers want vehicles that have easy passenger access and can readily adapt to a wide range of cargo.

"One of the benefits of the study is that it confirmed many of our current seating solutions have been successfully developed to meet or exceed consumer expectations," added Nardicchio. "At the same time, and even more important, the study results will help drive our innovation process and will be used to develop seating solutions and new products which are not yet available on the market."

About Magna
We are a leading global automotive supplier with 309 manufacturing operations and 99 product development, engineering and sales centres in 29 countries. We have over 152,000 employees focused on delivering superior value to our customers through innovative products and processes, and World Class Manufacturing. We have complete vehicle engineering and contract manufacturing expertise, as well as product capabilities which include body, chassis, exterior, seating, powertrain, electronic, active driver assistance, vision, closure and roof systems. Our common shares trade on the Toronto Stock Exchange (MG) and the New York Stock Exchange (MGA). For further information about Magna, visit our website at www.magna.com.

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SOURCE Magna International of America Inc.