{"id":741,"date":"2024-10-04T14:54:42","date_gmt":"2024-10-04T14:54:42","guid":{"rendered":"https:\/\/www.pangeamade.com\/?page_id=741"},"modified":"2024-10-24T19:04:48","modified_gmt":"2024-10-24T19:04:48","slug":"nielson-automotive-leather-study","status":"publish","type":"page","link":"https:\/\/www.pangeamade.com\/nielson-automotive-leather-study\/","title":{"rendered":"Nielson Automotive Leather Study"},"content":{"rendered":"
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Automotive Leather Study
\nU.S. MARKET<\/h1>\n<\/div>\n <\/animate-on-scroll>\n <\/div><\/section>\n\n
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\"\"Nielsen Introduction<\/h2>\n

Nielsen Is The Best Performing Customer Insight and Market Monitoring Company with International Reputation.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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  • Nielsen founded in 1923<\/strong><\/span> by Arthur Charles Nielson, one of the founders of the modern market research industry.<\/li>\n
  • After nearly a century of development, Nielsen has spanned above 100<\/strong><\/span> countries around the world, with its headquarter in New York, and has domestic regional operation centers in America, Europe, Oceania, Asia, Africa and Middle East.<\/li>\n
  • Nielsen has more than 34,000<\/strong><\/span> employees worldwide.<\/li>\n
  • Nielsen is listed on the NYSE and has a global operating income of $6.498 billion<\/span><\/strong> in 2019.<\/li>\n<\/ul>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n <\/div>\n<\/div><\/section>\n\n
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    \"\"Background and Objectives<\/h2>\n

    Pangea carried out the 2020 Automotive Leather Study to collect crucial insights about consumers\u2019 knowledge, preference, and perception on surface materials of car seats.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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    Research Objectives<\/h3>\n
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    • To understand whether consumers really know what surface material (leather or synthetic) it is.<\/li>\n
    • To find out what surface material the consumers is preferring.<\/li>\n
    • To explore the price premium for leather upgraded from synthetic.<\/li>\n
    • To discover the interaction between consumers and dealers.<\/li>\n
    • To obtain the design category preference from consumers.<\/li>\n<\/ul>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n
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      Methodology<\/h3>\n
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      • Quantitative: Online Panel<\/li>\n
      • FW period: 2nd to 16thJuly 2020;<\/li>\n
      • Coverage: U.S. Nationwide<\/li>\n<\/ul>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n <\/div>\n<\/div><\/section>\n\n
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        \"\"Vehicles Sample Coverage<\/h2>\n

        Example Models of Eligible Vehicles<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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        U.S Market<\/h3>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n
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        Mainstream Mid-Size Sedan<\/h4>\n
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        • Hona Accord<\/li>\n
        • Nissan Altima<\/li>\n
        • Ford Fusion<\/li>\n
        • Chevrolet Malibu<\/li>\n
        • Kia Optima<\/li>\n<\/ul>\n

          Mainstream Compact SUV<\/h4>\n
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          • Hona CR-V<\/li>\n
          • Chevorlet Equinox<\/li>\n
          • Nissan Rogue<\/li>\n
          • Subaru Forester<\/li>\n
          • Ford Escape<\/li>\n<\/ul>\n

            Mainstream Compact SUV<\/h4>\n
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            • Jeep Grand Cherokee<\/li>\n
            • Ford Edge<\/li>\n
            • Subaru Outback<\/li>\n
            • Hona Pilot<\/li>\n
            • Chevorlet Blazer<\/li>\n<\/ul>\n

              Minivan<\/h4>\n
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              • Toyota Sienna<\/li>\n
              • Dodge Grand Caravan<\/li>\n<\/ul>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n
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                Luxury Mid-Size Sedan<\/h4>\n
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                • Lexus ES<\/li>\n
                • MB E-Class\/ CLS-Class<\/li>\n
                • BMW 5 Series<\/li>\n
                • Audi A6<\/li>\n
                • Lincoln MKZ<\/li>\n<\/ul>\n

                  Luxury Compact SUV<\/h4>\n
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                  • Lexus NX<\/li>\n
                  • Cadilac XT4<\/li>\n
                  • Lincoln MKC\/Corsair<\/li>\n
                  • MB GLA-Class<\/li>\n
                  • BMW X1\/Audi Q3<\/li>\n<\/ul>\n

                    Luxury Midsize SUV<\/h4>\n
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                    • MB GLC-Class\/ LExus Rx<\/li>\n
                    • Audi Q5<\/li>\n
                    • Volvo XC60<\/li>\n
                    • Cadilac XT5<\/li>\n
                    • Infiniti QX50\/BMW X3<\/li>\n<\/ul>\n

                      Pickup<\/h4>\n
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                      • Ford F-150\/ Ranger \/ Ram 1500<\/li>\n
                      • Chevrolet Silverado\/ Colorado<\/li>\n
                      • Toyota Tacoma\/ Tundra<\/li>\n<\/ul>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n <\/div>\n<\/div><\/section>\n\n
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                        \"\"Surface Mateial Preference<\/h2>\n

                        52%<\/span><\/strong> of conumers prefer leather as a surface material due to leather’s softness and comfort 59%.<\/p>\n

                        59%<\/strong><\/span> of consumers also deem leather as easy to clean and maintenance.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        \"\"Purchase Consideration<\/h2>\n

                        When purchasing a car, consumers in U.S. considered Seats more than Roominess and Features. Seat Comfort 70%<\/strong><\/span> is the top consideration, followed by Surface Material 61%<\/strong><\/span> and Seat Design 60%<\/strong><\/span>.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        \"\"Interior Description<\/h2>\n

                        Comfortability is the best preference description for consumers\u2019 ideal car interior. Followed by Luxury and Simplicity.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Next Car Seating Material<\/strong><\/h1>\n<\/div>\n
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                        82%<\/span><\/strong><\/span>\u00a0of consumers would likely purchase Leather Seats for their next car.<\/p>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Next Car Seating Material – Actual<\/strong><\/h1>\n

                        In their next car purchase, the likeness for leather is higher than any other surface material.<\/p>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        \"\"Necessary to Equip Leather Seat<\/h1>\n

                        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.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        \"\"Satisfaction for Current Surface Material – Perceived<\/h2>\n

                        Overall satisfaction of Leather is the highest. Leather performs best in material quality.<\/p>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Surface Material Recognition<\/strong><\/h1>\n<\/div>\n
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                        64%<\/span><\/strong><\/span>\u00a0of consumers can recognize their surface material correctly. \u00a033%<\/span><\/strong><\/span>\u00a0of Synthetic owners perceived the material as Leather.<\/p>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Awareness about the Naming<\/strong><\/h1>\n<\/div>\n
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                        Nearly half of consumers assume these synthetic materials are leather.<\/p>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Definition for Leather Seat<\/strong><\/h1>\n<\/div>\n
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                        74%<\/span><\/strong><\/span>\u00a0consumers 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\u00a069%<\/span><\/strong><\/span>\u00a0of their perspective.<\/p>\n<\/div>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Definition for Leather Seat<\/strong><\/h1>\n<\/div>\n
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                        Areas which contact the human body (Backrest and Middle Cushion) are highly necessary to be covered by leather.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Know and Confirm the Surface Material<\/strong><\/h1>\n<\/div>\n
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                        32%<\/strong>\u00a0<\/span>of consumers know the material at the beginning of their purchase from the Internet, OEM official website, social media, or auto info websites.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Consumers’ Reaction after Discovering Not Leather<\/strong><\/h1>\n<\/div>\n
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                        33%<\/span><\/strong><\/span>\u00a0of synthetic owners discovered their seats are not leather (previously deemed as originally equipped leather).\u00a07%<\/span><\/strong><\/span>\u00a0of consumers would definitely leave the brand and\u00a058%<\/span><\/strong>\u00a0would probably consider other brands more for their next car.<\/p>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Expectations on Seat Introduction<\/strong><\/h1>\n<\/div>\n
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                        75%<\/span><\/strong><\/span>\u00a0of dealers introduced clearly about the seat surface materials.\u00a016%<\/strong><\/span>\u00a0of introductions were not clear. Consumers hope dealers tell them more professional information and if it is synthetic or leather.<\/p>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        Consumers\u2019 Feeling after Discovering Not Leather<\/strong><\/h1>\n<\/div>\n
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                        43%<\/span><\/strong><\/span>\u00a0of consumers prefer to purchase the cars with a clear introduction. Less than\u00a020%<\/span><\/strong><\/span>\u00a0consumers have a little emotions but no choices\u00a032%<\/span><\/strong><\/span>.<\/p>\n<\/div>\n<\/div>\n <\/div>\n <\/animate-on-scroll>\n <\/div>\n

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                        \n \"\" <\/div>\n <\/animate-on-scroll>\n <\/div>\n <\/div>\n<\/div><\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-741","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nNielson Automotive Leather Study - Pangea Made<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pangeamade.com\/nielson-automotive-leather-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nielson Automotive Leather Study - Pangea Made\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pangeamade.com\/nielson-automotive-leather-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Pangea Made\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-24T19:04:48+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.pangeamade.com\/nielson-automotive-leather-study\/\",\"url\":\"https:\/\/www.pangeamade.com\/nielson-automotive-leather-study\/\",\"name\":\"Nielson Automotive Leather Study - 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