Seating is something that most people never think about when they get behind the wheel. But, it plays an important role in overall customer satisfaction. That’s why automotive engineers are spending more time working on seat-of-the-pants technology these days.

“Seat features improve the customer experience with a vehicle, and seat quality enhances customer loyalty,” says Brent Gruber, senior director for the global automotive division at J.D. Power and Associates, which conducts an annual study on the topic. “Consumers are focusing more attention on interior design and comfort, and seats are a critical element of the vehicle’s interior.