A pan-India survey by Park+ Research Labs highlights a shift in car buyers’ preferences, with ventilated seats ranked higher than sunroofs, ADAS, and larger infotainment systems among 6,000 respondents.
10 Apr 2025 | 708 Views | By Sarthak Mahajan
A recent survey conducted by Park+ Research Labs reveals that Indian car buyers are prioritizing comfort-focused features, with fully ventilated seats emerging as the most preferred option among respondents. The survey, which gathered inputs from 6,000 car owners across the country, aimed to understand which features consumers consider most important ...
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A recent survey conducted by Park+ Research Labs reveals that Indian car buyers are prioritizing comfort-focused features, with fully ventilated seats emerging as the most preferred option among respondents. The survey, which gathered inputs from 6,000 car owners across the country, aimed to understand which features consumers consider most important while purchasing a vehicle.
According to the findings, 78% of respondents rated ventilated seats as their top choice. The increasing discomfort caused by rising temperatures and heat waves has led many car owners to look for features that improve comfort, especially after cars are left parked in the sun. In response to this demand, several original equipment manufacturers (OEMs) including Tata, Hyundai, Kia, Volkswagen, and MG have introduced fully and semi-ventilated seat options. Fully ventilated seats circulate air through the entire seat surface, while semi-ventilated options offer airflow through select portions such as the seat cushion.
Sunroofs, once considered a popular upgrade, were rated as a must-have feature by only 11% of respondents. While they continue to be included in many models, concerns about practicality in India’s climate and potential maintenance issues, such as leakage during monsoons, appear to have reduced their appeal.
Only 8% of car owners considered Advanced Driver Assistance Systems (ADAS) and other safety features as essential. Analysts suggest that this may indicate a growing perception of safety as a standard feature rather than a distinguishing factor in new car models. Respondents may also have confidence in existing OEM offerings, believing that most cars already include essential safety features.
Meanwhile, larger infotainment systems were rated as a key feature by just 3% of participants. Although some recent car models feature expansive touchscreens and dual or triple display setups, most buyers did not consider them a necessity when making purchasing decisions.
The overall insights from the survey point to a shift in consumer preferences toward functional and climate-responsive features, moving away from aesthetics and novelty. As Indian weather conditions continue to pose challenges, features like ventilated seats are gaining importance among car buyers seeking greater day-to-day comfort.