Missing the mark on comfort
Survey data shows many automakers still fall short of rising interior expectations — here’s how materials innovation can help close the gap.
A new era for auto interior design
Seating comfort remains one of the most important factors in vehicle selection — yet many automakers are still missing the mark.
Recent consumer research shows that seat comfort and headrest design are top problem areas for car buyers.1
Despite industry claims of improved ergonomics and support, expectations are rising faster than results.
The disconnect isn’t just about foam softness or back support. It’s about how materials can shape the entire occupant experience, from acoustic dampening and ventilation to emissions compliance and ride quality.
In an era where EVs, hybrid drivetrains, and new air quality regulations are reshaping the cabin, comfort is not just a luxury, but a competitive differentiator.
Polyether polyols, a foundational ingredient in polyurethane foams, adhesives and sealants, are helping manufacturers close that gap.
The rising bar for interior comfort
Two-thirds of drivers around the globe rate comfort and convenience as ‘very important’ or ‘extremely important’ when purchasing a vehicle.2
Seating is a direct interface between the driver and the vehicle, and can be a top source of satisfaction or frustration.
A 2024 J.D. Power study found that ‘seat comfort and the headrest are two of the top four problem areas,’ with the headrest cited as a recurring issue for five consecutive years.3
Today’s consumers expect more from their driving experience — from high-resilience, adaptive foam cushions to ventilated seats that stay comfortable across seasons.
New requirements: EVs, VOCs, and interior innovation
The shift to electric drivetrains is creating new challenges for interior materials.
EVs are quieter by design, which means other sounds— like road vibration and wind noise — become more noticeable. To preserve a peaceful ride, manufacturers are turning to high-performance noise, vibration and harshness (NVH) foams and adhesives that control noise and vibration.4
Meanwhile, volatile organic compound (VOC) regulations are tightening. Europe has led the charge on in-cabin air quality standards, and countries like Turkey are aligning fast. These rules put pressure on automakers to re-engineer materials traditionally associated with emissions, such as seat foams and sealants.5 6
Polyols have become a critical design variable in this transition — offering ways to reduce weight, improve airflow, and limit VOCs without compromising performance.
Inside the materials driving the shift
Seating innovation through smarter foams
Flexible polyurethane (PU) foams, such as high-resilience and hot foams, remain the go-to material for seat cushions, backrests, and head supports.7 8
But the demands on these foams are changing.
Low-density options now help reduce vehicle weight. Open-cell and multi-zone formulations improve airflow and fatigue resistance. Viscoelastic foams contour to the occupant for consistent support.
High-resilience and hot foams have become the most common materials for seating.9
Across the industry:10
- Toyota uses lightweight, elastic foams to improve comfort without adding mass.
- Audi deploys 3D-printed internal seat structures for custom fit and material efficiency.
- Ford combines air-cushion seating with fibre-reinforced frames to balance weight and support.
Shell CARADOL® can help enable these types of next-generation comfort systems.
Our polyether polyols support the creation of durable, breathable, and compliant foam systems to meet modern expectations.
Beyond seating: Structural comfort and quiet
Comfort doesn’t stop at the seat. Structural adhesives, sealants, and NVH foams are essential to blocking out unwanted sound and keeping the interior stable.
These materials face tough demands — resisting moisture, vibration, and thermal changes — while also needing to meet low-VOC targets.
Polyether polyols enhance the flexibility, bonding strength, and long-term durability of these compounds.11 They are used in:
- Trim and panel adhesives
- Windshield and window sealants
- Acoustic cavity foams in doors, pillars, and undercarriage zones
As more automakers implement active noise cancellation (ANC) systems, they increasingly rely on passive NVH materials to create the foundation for those technologies.
Making It Stick
Access insights into how polyether polyols influence bond strength, flexibility, and long-term performance in demanding industries.
Why polyols now matter more than ever
Automotive seating used to be optimised primarily for cost, durability, and legacy design specs.
Today, material choices are increasingly tied to competitive and regulatory demands.
As expectations around comfort, air quality, and cabin quietness rise, polyols are becoming a strategic tool for balancing comfort, performance, and compliance.
Shell CARADOL polyether polyols help support
VOC compliance
Enabling low-emission foam and adhesive systems that align with evolving standards.
Lightweighting goals
Supporting the development of low-density foams to help reduce overall vehicle mass.
Advanced comfort systems
Facilitating breathable and open-cell formulations used in ventilated or adaptive seating.
NVH performance
Enhancing sealants and foams that insulate against road and engine noise, especially in quieter EV cabins.
With so many performance variables under pressure, polyols become enablers of modern interior innovation.
Shell CARADOL polyols are engineered to meet these evolving needs, helping automotive teams design for comfort, compliance, and long-term durability without compromise.
Sources
1 https://www.jdpower.com/business/press-releases/2024-us-seat-quality-and-satisfaction-study
2 https://vibracoustic.com/en/press-release/convenience-and-comfort-are-among-the-most-important-considerations-for-german-us-and-chinese-consumers-when-choosing-a-car/
3 https://www.jdpower.com/business/press-releases/2024-us-seat-quality-and-satisfaction-study
4 https://gentherm.com/en/automotive/climate-comfort/
5 https://akin.av.tr/turkey-keeps-its-automotive-technical-regulations-aligned-to-europe/
6 https://igarr.com/2025/01/22/eu-vehicle-indoor-air-quality-partly-regulated-through-reach/
7 https://urexceed.com/polyurethane-in-the-automotive-industry-applications-in-seats-interiors-and-insulation-materials/
8 https://euromoulders.org/polyurethane-in-automobiles/automotive-seating
9 https://euromoulders.org/polyurethane-in-automobiles/automotive-seating
10 https://www.muyamigo.co.kr/en/blogs/case-studies-of-lightweight-automotive-seats
11 https://www.gantrade.com/blog/impact-of-different-polyols-on-the-properties-of-coatings-adhesives-sealants-elastomers
