Luxury Auto Seating Goes Mass Market, Narrowing Satisfaction Gap

• Vehicle seat quality improves alongside broader industry trends
• The gap in quality between premium and mass market seats narrows to 0.7 problems per 100 vehicles
• Integration of advanced seat features in both segments drives increased satisfaction

TROY, Mich.--(BUSINESS WIRE)--Vehicle seat quality in premium brands continues to lag that of mass market vehicles for the fifth consecutive year, according to the JD Power 2026 U.S. Seat Quality and Satisfaction Study.^SM Overall seat quality improves by 0.9 problems per 100 vehicles (PP100) to 10.0 PP100 in 2026. The gap in problems between premium and mass market narrows to 0.7 PP100, down from 1.3 PP100 in 2025, as overall satisfaction improves.

The increasing integration of features, including complex seat controls such as memory and massage functions, within mass market vehicles further narrows the satisfaction differential with premium vehicles. This is largely attributed to the successful integration of advanced seat features across both segments, contributing to increased overall satisfaction.

"This year's data demonstrates that better seat quality translates directly into a better ownership experience for both premium and mass market owners,” said Lisa Boor, director of customer success, OEM Solutions at JD Power. "Along with findings from the JD Power 2026 U.S. APEAL Study, which show premium brands no longer hold a clear advantage across several key ownership attributes, this year's results reveal that mass market brands now outperform premium brands in seat satisfaction. Delivering a superior seating experience is a key opportunity for premium brands to differentiate themselves and reinforce the value customers expect from a luxury vehicle."

The 2026 U.S. Seat Quality and Satisfaction Study is based on responses from 78,514 vehicle purchasers and lessees of new 2026 model-year vehicles and measures the number of problems and level of satisfaction experienced per 100 vehicles during the first 90 days of ownership, with a lower score reflecting higher quality. The study was fielded from June 2025 through May 2026. Since 1995, the Seat Quality and Satisfaction Study insights empower suppliers with a clear understanding of the features and design elements that drive customer satisfaction and quality performance. By leveraging these insights, suppliers can demonstrate performance, address emerging issues earlier, strengthen OEM relationships and create meaningful differentiation in an increasingly competitive marketplace.

To view the complete visual rankings, visit: http://www.jdpower.com/pr-id/2026078

For more information about the U.S. Seat Satisfaction and Quality Study, visit https://www.jdpower.com/business/component-quality-reports-cqrs-portfolio-overview/.

About JD Power

JD Power is a proven leader in business-critical data and intelligence to drive auto-related decisions with confidence and clarity. By leveraging unmatched proprietary data, advanced analytics and deep industry expertise, JD Power fuels original equipment manufacturers, retailers, lenders, insurers and partners to enhance their performance.

Since 1968, JD Power has delivered incisive guidance and intelligence about customer interactions with brands and products. To learn more about the company's business offerings, visit JDPower.com.