Indian Car Buyers Can’t Get Enough Of This Comfort-boosting Feature
As summer temperatures soar to new highs across the country, Indian car buyers are making one thing crystal clear — comfort is king. According to a recent nationwide survey conducted by Park+ Research Labs, a growing number of vehicle owners are prioritising ventilated seats as their top requirement when purchasing a new car. Once a luxury reserved for premium models, this cooling feature has quickly become a must-have across price segments, reshaping the car-buying landscape in India. A staggering 78% of the 6,000 respondents named ventilated seats as their most desired feature, signalling a decisive shift towards practical comfort over style or technology.
Car Buyers Seek Relief From the Heat
India’s unforgiving summers are clearly influencing how consumers evaluate vehicles. The survey’s data indicates that the rising demand for ventilated seats is not merely a fleeting trend but a climate-driven necessity. With cabin temperatures in many parts of India regularly breaching 45°C, car buyers are now actively seeking features that provide immediate and sustained comfort. Ventilated seats, which circulate cool air through perforated upholstery, offer much-needed relief and are fast becoming the benchmark of everyday luxury.
Until recently, this feature was predominantly seen in high-end sedans and SUVs. However, mainstream manufacturers like Hyundai, Kia, Tata, Volkswagen, and MG have started incorporating it into their mid-range offerings — a move that’s being applauded by heat-weary customers. Buyers now see it as essential, not optional.
Sunroofs No Longer Shine Bright
Sunroofs, once considered a symbol of aspiration and modernity in Indian cars, appear to be losing their lustre. Only 11% of those surveyed identified a sunroof as a must-have feature, a surprisingly low number given the aggressive marketing of panoramic and electric sunroofs in recent years.
While sunroofs still appeal to a section of younger buyers for their aesthetic value and open-sky feel, practical issues such as water leakage during the monsoons, higher cabin temperatures, and frequent maintenance have discouraged many from viewing them as essential. For a growing majority, they’re now seen as more of a novelty than a necessity.
Safety Features Seen as Standard, Not Luxury
Another noteworthy trend to emerge from the Park+ survey is the changing perception of automotive safety. Advanced driver-assistance systems (ADAS) and related technologies, which have gained traction in global markets, were deemed essential by just 8% of Indian car owners. Analysts believe this reflects a growing belief that safety is no longer a luxury but a standard expectation in modern cars.
As the Indian government tightens safety norms and automakers introduce more robust safety packages as standard across variants, buyers appear more confident in the base-level safety offerings. Features like multiple airbags, ABS with EBD, traction control, and rear parking sensors are now considered par for the course — leading buyers to focus on value-added features instead.
Style Takes a Back Seat to Substance
Flashy extras, such as large touchscreen infotainment systems, also appear to be sliding down the priority list. Just 3% of respondents named these screens as an essential feature, highlighting a strong shift in buyer mindset from style-driven choices to those rooted in day-to-day comfort and usability.
Where earlier marketing efforts may have focused on tech-heavy dashboards and massive displays, the current consumer sentiment suggests that unless these features add meaningful value to comfort or convenience, they are unlikely to sway a buying decision.
Car Makers Responding to New Demands
Automakers have taken notice of this trend and are adapting quickly. Several brands are now prioritising the inclusion of ventilated seats in their facelifted or new models. Even entry-level premium cars are now offering at least driver-side ventilation, with dual ventilated seats becoming a standard in mid-tier SUVs.
This growing focus on thermal comfort is also influencing interior design trends. Manufacturers are exploring new materials, better cabin insulation, and climate control advancements to meet evolving expectations.
A Clear Shift Towards Functional Comfort
The survey underscores a significant shift in how Indian car buyers approach vehicle purchases. Flash and flair are taking a back seat to functionality and comfort. Features that enhance everyday driving experiences — especially in India’s varied and often harsh climate — are quickly climbing the ranks.
With a strong majority now demanding features like ventilated seats, the message to car manufacturers is clear: practical luxury and user comfort will shape the next phase of innovation in the Indian automobile industry.
Car Buyers Seek Relief From the Heat
India’s unforgiving summers are clearly influencing how consumers evaluate vehicles. The survey’s data indicates that the rising demand for ventilated seats is not merely a fleeting trend but a climate-driven necessity. With cabin temperatures in many parts of India regularly breaching 45°C, car buyers are now actively seeking features that provide immediate and sustained comfort. Ventilated seats, which circulate cool air through perforated upholstery, offer much-needed relief and are fast becoming the benchmark of everyday luxury.
Until recently, this feature was predominantly seen in high-end sedans and SUVs. However, mainstream manufacturers like Hyundai, Kia, Tata, Volkswagen, and MG have started incorporating it into their mid-range offerings — a move that’s being applauded by heat-weary customers. Buyers now see it as essential, not optional.
Sunroofs No Longer Shine Bright
Sunroofs, once considered a symbol of aspiration and modernity in Indian cars, appear to be losing their lustre. Only 11% of those surveyed identified a sunroof as a must-have feature, a surprisingly low number given the aggressive marketing of panoramic and electric sunroofs in recent years.
While sunroofs still appeal to a section of younger buyers for their aesthetic value and open-sky feel, practical issues such as water leakage during the monsoons, higher cabin temperatures, and frequent maintenance have discouraged many from viewing them as essential. For a growing majority, they’re now seen as more of a novelty than a necessity.
Safety Features Seen as Standard, Not Luxury
Another noteworthy trend to emerge from the Park+ survey is the changing perception of automotive safety. Advanced driver-assistance systems (ADAS) and related technologies, which have gained traction in global markets, were deemed essential by just 8% of Indian car owners. Analysts believe this reflects a growing belief that safety is no longer a luxury but a standard expectation in modern cars.
As the Indian government tightens safety norms and automakers introduce more robust safety packages as standard across variants, buyers appear more confident in the base-level safety offerings. Features like multiple airbags, ABS with EBD, traction control, and rear parking sensors are now considered par for the course — leading buyers to focus on value-added features instead.
Style Takes a Back Seat to Substance
Flashy extras, such as large touchscreen infotainment systems, also appear to be sliding down the priority list. Just 3% of respondents named these screens as an essential feature, highlighting a strong shift in buyer mindset from style-driven choices to those rooted in day-to-day comfort and usability.
Where earlier marketing efforts may have focused on tech-heavy dashboards and massive displays, the current consumer sentiment suggests that unless these features add meaningful value to comfort or convenience, they are unlikely to sway a buying decision.
Car Makers Responding to New Demands
Automakers have taken notice of this trend and are adapting quickly. Several brands are now prioritising the inclusion of ventilated seats in their facelifted or new models. Even entry-level premium cars are now offering at least driver-side ventilation, with dual ventilated seats becoming a standard in mid-tier SUVs.
This growing focus on thermal comfort is also influencing interior design trends. Manufacturers are exploring new materials, better cabin insulation, and climate control advancements to meet evolving expectations.
A Clear Shift Towards Functional Comfort
The survey underscores a significant shift in how Indian car buyers approach vehicle purchases. Flash and flair are taking a back seat to functionality and comfort. Features that enhance everyday driving experiences — especially in India’s varied and often harsh climate — are quickly climbing the ranks.
With a strong majority now demanding features like ventilated seats, the message to car manufacturers is clear: practical luxury and user comfort will shape the next phase of innovation in the Indian automobile industry.
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