#207

TABLE OF CONTENTS

Health & Wellbeing in Automotive

SAFE

Introduction
Bird Eye View
SAFE

Executive Summary

Following the outbreak of COVID-19, health and wellbeing have become a priority for consumers and OEMs alike.
With consumer concerns surrounding health and wellbeing potentially affecting buying habits, OEMs must readytheir vehicle line-ups for a post pandemic market. Consumers increasingly expect carmakers to implement healthand wellbeing technologies and adapt to a changing landscape. COVID-19 has accelerated interest in protective
features in the vehicle, while wellbeing improvement is moving beyond the luxury brands.

The Basics
Analysis
What’s New

Following SBD’s 2021 Health & Wellbeing in Automotive report, this all-new 2024 edition provides a fullquantitative consumer survey update on their preferences around, and propensity to purchase, automotive healthand wellbeing technologies. While profiling the main technologies and types of systems available on the market
today (divided by measure and influence, health and fitness, and comfort and emotion) the 2024 edition offers an
updated roadmap that highlights the level of maturity and expected deployment of health and wellbeing solutions
overall.

Market Analysis & Consumer Interest
Summary Tables: OEMs
Summary Tables: Suppliers
Other Key Players
Ecosystem
Future Outlook

RELATED SBD REPORTS
Automotive Virtual Personal Assistants– 624
SBD Automotive's experts provide thereader with insight on today's automotive
VPA market and how it is likely to shift
over the next five years, based on expert
industry knowledge and consumer views
across three continents.

COVERAGE

FREQUENCY

PUBLICATION FORMAT

PAGES

1
NA

CHINA

EUROPEANNUALLYQUARTERLY

ONE-OFFPD F

POWERPOINT

EXCEL

ONLINE

183

#207/Health & Wellbeing in Automotive

Key questions answered> What are the maintechnologies used for
health and wellbeing in
automotive?
> What are OEMs, suppliers
and other players
introducing to the market
in terms of health andwellbeing?

This research supports

Do I have access?

> What are consumer
preferences around healthand wellbeing, and how
willing are they to pay forsuch features?
Product Planners

Marketing> How do consumer
preferences vary by market?

Portal access

Portal accessView Excel Data Sheet Sample
Health & Wellbeing in Automotive
For in-depth consumer survey results & data across 5 major markets>10,000
datapoints

50 OEMs & 50
Technology SuppliersMarch 2024

HEALTH AND WELLBEING IN AUTOMOTIVETechnologies, market landscape and consumer interest

Contents
207 – Health and Wellbeing in Automotive
Introduction ≫4▪ BMW Group

Summary Tables: Suppliers ≫ 129▪ FAW Group

Bird’s Eye View ≫7▪ Ford Motors Group

Other Key Players ≫151

Eco-system ≫158

Future Outlook ≫164

Next Steps ≫172

Contact Us ≫178

▪ GAC Group

Executive Summary ≫15▪ Geely Group▪ General Motors Group

The Basics ≫20▪ Great Wall Motors▪ Honda Group

Analysis ≫50▪ Hyundai Group▪ Lucid Motors

What’s New? ≫62▪ Mercedes-Benz Group▪ Notable Announcements▪ NIO▪ Case Study▪ Renault-Nissan-Mitsubishi

Data Deep Dive
View and analyze deep datain your own way

Appendix ≫179

Excel Logo and symbol, meaning, history, PNG, brand▪ SAIC Motor

Market Analysis andConsumer Interest ≫66

Summary Tables: OEMs ≫99▪ Stellantis Group▪ Subaru Corporation▪ Tata Motors Group▪ Tesla Motors▪ Understanding Summary Table▪ Toyota Group▪ BAIC Motor▪ VinFast

4 ▪ BYD Group▪ Volkswagen Group
Total number of pages - 183

4

Introduction

Introduction

Chapter Introduction
The buyers of modern cars have come to expect a healthy in-cabin environment andstress-free driving experience powered by a host of health and wellbeing features. The
expectations have been further fueled since the onset of COVID-19 so much so that thesefeatures are slowly becoming commonplace. The automotive industry is actively pursuinga confluence of health technologies with connectivity/autonomy advancements to give aholistic driving experience to users.

This report offers a detailed overview of the automotive health and wellbeing market andhow it is likely to shape up over the next five years, based on expert industry knowledge
and consumer preferences across three major markets. Through these considerations
this report identifies the major drivers and barriers for the six key OEM motivations for
Health and Wellness.

SafetyReducedFatigue

Consumer
DemandNew Segments& Industries

Revenue
Flexibility

SharedMobility

What are the key findings of this report?
What are the main technologies used for health and wellbeing in automotive?
What are OEMs, suppliers and other players introducing to the market in terms ofhealth and wellbeing?
• What are consumer preferences around Health and Wellbeing and their willingness to
6 pay for such features? How do these preferences vary per market?
••

SectionBirds Eye View

Content
An overview of the key findings from SBD’s view of what’s
important on Health and Wellness, Cockpits, and Consumer
Experience

Executive
Summary

Presents key highlights and conclusions from the report.

The Basics

Definition of all the health and wellbeing features covered
throughout this report with their maturity stages.

What’s New

Major announcements in the health and wellbeing space.

Market Analysis &Consumer Interest

Inferences from the consumer survey data and highlights theirtechnology preferences, willingness to pay, understanding of thefeatures, COVID-19 impact etc.

OEM Summary
TablesOverview of each OEM’s health and wellness offering.

Supplier Summary
TablesOverview of health and wellness offerings and stages indevelopment.

Other Key Players

Overview of health and wellness offerings and stages indevelopment.

Ecosystem

Offering, acquisition and patent insights for key non-OEM
stakeholders

Future Outlook

Next Steps

Four OEM personas are considered against drivers and barriers
into the future to understand when health and wellness benefits
will be truly realized
Can SBD help you with any unanswered questions?
6Introduction

We Listened and Invested In Our Report to Align to Your Goals

You Said...
“I sometimes struggle to relate conclusions from research reports
to the Outcomes and KPIs that we are working towards...”“I would like to see what has recently changed within a forecast or
domain to help decide if any changes to strategy need to be made...”“I want to know where we stand ‘head-to-head’ against
the competition on major industry trends….”“I can find it difficult to take actionable next steps on Guides
without assessing the future direction of the industry...”“It would be helpful to identify disruptive companies and startups to keep an eye for partnerships in the future...”“I would like the topics to be more ‘forward looking’ to help with
future planning and take advantage of enabling technologies.”

We Did...
Added a CONSUMER EXPERIENCE BIRDS-EYE
VIEW chapter with a high-level overview of all our
CX, Health and Wellbeing, and Cockpit reports.
Enhanced CROSS-REFERENCING withconsiderations of our CX principles and insights from
our Connected Services Forecast.
Introduced a FUTURE OUTLOOK chapter
with motivations such as reducing fatigue,
and its drivers and barriers over time.
More DATA-DRIVEN ANALYSIS through our
Summary Table analysis, our market survey,
and Executive Summary.
Created a HEALTH AND WELLNESS OEM RANKING andan ECOSYSTEM chapter with offering, acquisition andpatent insights for key non-OEM stakeholders.
Pushed boundaries to add thedisruptive NEW TITLE HEALTH
AND WELLBEING IN AUTOMOTIVE

77

Example slides
from the reportMarket Analysis & Consumer Interest

Survey Questions

Consumer survey – Questions asked
Screener:•

S1 - Which of the following professions do you, a close family member or a close friend
work in?

•

S2 - What brand, or brands, of cars do you currently own?

•

S3 - Which would you say is the car you drive most often?

•

S4 - And did you buy this car from new or used?

•

S5 - When you bought your car, how involved in the decision to select that car were you?

•

S6 - Which of the following powertrains is your car?

•

S7 - When do you think you will buy or lease your next vehicle?

•

S8 - How likely are you to consider purchasing or leasing any of the following types ofvehicles within the NEXT 5 years?

Questions Asked:• Section A: Evaluates car feature importance, retrofit interest, health impact,
and benefits if bought as optional additions.

• Section B: Explores payment preferences, interest in feature packs, pricing
sensitivity, dealership service packages, and willingness to switch car choices.

•

Section C: Assesses car brands for health features, importance of feature
integration, and rationale behind these opinions.

•

Section D: Examines COVID-19 impact on behaviors, concerns, and opinions.

•

Section E: Covers demographics, living area, driving habits, personal
circumstances, and additional opinions

Market Analysis & Consumer Interest

Demographics summary

Demographics summary
USA n= 1,005
100%

Gender51%

53%
Female50%

MaleFemale
50%

65+
29%
20%

50%

16%
20%

0%
100%

50%

13%
3%

17%
6%
46%

100%

55-64
45-54
35-44
25-34
18-24

31%

0%
100%

Village / rural

50%

Most owned
brands10%

13%Hyundai

100%

Honda
Chevrolet

50%

14%

13%
2%

17%

18-24

Village / rural

Toyota

0%

37%

45-54

55-64

35-44
25-34

0%

7%

18-24

100%

1%
7%

Village / rural
Town

Town
92%

Suburbs
City

7%

Renault

8%

Ford

11%

65+

33%

25-34

26%

10%

50%

6%
6%
11%

35-44

20%

10%

Ford
0%

45-54

23%

0%

10%
50%

55-64

33%

City

100%

65+

22%

Town

0%

17%

20%

Suburbs

100%

41%
0%

24%
50%

Female

Male

Male

0%

100%

59%
50%

48%

0%

Location

100%

100%

47%

Age

China n= 1,021

Europe n= 1,021

BMW

City

50%
100%

50%

Volkswagen
Audi

Suburbs

4%
5%
13%

Tesla

20%

BYD

25%
0%

Honda

BMW
Audi

Market Analysis & Consumer Interest

Heart rate monitor

Heart rate monitor likely to enter mass production
Key highlights
18%

17%

USA

21%

25%

N= 1005

20%

14%

17%

Overall

Europe23%

N=94 companies

24%

N= 1020

23%

5%

2%

9%

39%

China
N= 102145%

Research

Concept

In-development

Production

Question A3_8: How interested would you be in having Heart rate monitor on the next car you buy?

11

Very Interested

Interested

UnsureNot veryInterested

Not at all
Interested• Among the health features targeted towards‘measuring humans’, heart rate/ECG monitor
is becoming a popular feature. Many OEMsand suppliers have production-ready solutions
and others have tested the concept and now
preparing for the development stage.
• Usually, the heart rate monitor uses a
specialized steering wheel that is designed tomonitor the driver's heart rate and detect any
abnormalities that could affect his driving
abilities.
• The steering wheel is fitted with an ECG sensor
that captures the driver's heart rate from thehands gripping the wheel. Since the steering
wheel is a ‘dual contact’ surface, the same
wheel can have more sensors to track othervital parameters of the driver.
• In addition to the industry, consumers arealso interested in seeing heart ratemonitoring as part of the technology
offered in the cars. 84% of Chinesepotential car buyers have an interest in
buying a car equipped with a heart ratemonitor, with nearly 40% of them being“very interested”, whereas this is 18% and
14% in the USA and EU, respectively.

11

Ford

Summary Tables

Ford Motor Company
Health/wellness features vs Development phase
Stages of development
D

HealthAll⚫⚫⚫

Multiple
Single⚫⚫⚫

⚫

⚫

StagesBrandsHeart rate

In-development

Ford

Blood pressure
Skin conductance
Research

Ford

Blood alcohol level

In-development

Ford

Brain waves

Overview
Health•Ford’s Police Interceptor Utility models use
heating to disinfect the vehicle interior in the
United States, Canada and other markets. The
system maintains a temperature of 56 degrees (C)for 15 minutes. The solution was developed incollaboration with the Ohio State University.

•

Ford "Smart Shield" uses PM2.5 sensors in the car
and air quality sensors (AQS) outside the car tomonitor the air quality in real time. Ford isworking with 3M to develop commercial-grade
air purifiers for passenger vehicles.

•

Lincoln has a rather conservative approach interms of health feature innovation and limited
offerings (only air purifiers). Lincoln doesn’t
have any clear plans to further include or researchhealth technologies in the short term.

Body temperature
Breath analyser
Air purifier

Production

Ford, Lincoln

Air purifier with AQ sensors

Production

Ford

Air purifier w/o AQ sensors

Production

Lincoln

Research

Ford

Production

Ford

Research

Ford

Ambient lighting

Production

Ford, Lincoln

Fragrance diffuser

Production

Ford, Lincoln

Negative ion generator
UV lighting
CO2 detection
Anti-bacterial coating
Disinfectant solution
Heating for disinfection

Measuring
Human

AQI monitoring in Ford Escape (China)

Breathing pattern
Facial expression
Voice volume•

Cabin overheat protection
Sound-proofing

Production

Ford, Lincoln

Advanced sound system

Production

Ford, Lincoln

Active Noise Cancellation

Production

Ford, Lincoln•

Quite tuning technology
Relaxation mode•

Smart sleep mode

12

Wellbeing•

Ozone generator

Altering
Surrounding

Wellbeing

OEM Brands

P

Measuring
Human

C

Altering
Surrounding

R

List of features

Airflow massage seats
Muscle therapy

Production

Ford, Lincoln

The Lincoln Corsair allows to adjust ambient
lighting featuring seven colours. Lincoln
Nautilus MY 24 offers a fragrance diffuser,
Lincoln also offers sound-proofing technology insome of its models along with a Revel advanced
audio system
Also, Ford has a partnership with Bang & Olufsen
to include advanced sound systems in some ofits models. B&O audio solutions are specificallytailored for each Ford model.
Some Ford models include ambient lighting
feature with 8 colours. The Ford Mondeo
includes a Multi-Contour Seat with massage,
heating and cooling functions
12

3M

Summary Tables

3M
Health/wellness features vs Development phase

List of features

Measuring
Human

P

HealthSkin conductance•

3M is collaborating with various companies to test
decontamination systems on 3M’s N95 face mask.

•

Three of the decontamination companies obtained
authorization by the Food and Drug Administration(FDA) to decontaminate respirators during the
COVID-19 pandemic.

Breath analyser
Production

Air purifier with AQ sensors

Measuring
Human

3M products on disinfection and sterilization
systems could potentially be used in automotive.
3M worked alongside Ford to develop andmanufacture air-purifying respirators forfront-line workers

Brain waves

Air purifier
Air purifier w/o AQ sensors
Negative ion generator
UV lighting
CO2 detection

Wellbeing

Anti-bacterial coating
Disinfectant solution

Production

Heating for disinfection

Production•

3M’s wellbeing solutions are quite limited inrange. 3M acts more as a Tier-2 or Tier-3
supplier for wellbeing technologies. It is
unlikely that in the short-term 3M will
provide any innovative wellbeing
technology other than noise insulationmaterials.

•

3M offers a set of sound insulating
materials. For e.g., Non-woven soundabsorbing fibers create a quieter vehicle
environment while hydrophobic fibers
resist moisture, mold and mildew.

Breathing pattern
Facial expression
Voice volume

Ambient lighting
Ozone generator
Cabin overheat protection

Altering
Surrounding•

Body temperature

Fragrance diffuser

Wellbeing

Feature Count

Medium
8 - 14Low
0-7

3M’s Acoustics Solution Treatment

Blood pressure

Blood alcohol level

Altering
Surrounding

D

High
15+

C

Overview
HealthHeart rate

Stages of development
R

StagesSound-proofing
Advanced sound system

Production

Active Noise Cancellation

Quite tuning technology
Relaxation mode
Smart sleep mode

13

Airflow massage seats
Muscle therapy

13Summary Tables

Explore H&W Data

Explore the data in our accompanying Data Deep DiveThis guide gives an overview of the key activities being carried out by OEM groups, the supply base and other key players.
It is accompanied by an associated database with a more exhaustive data set.

Click for Sample

How can the accompanying spreadsheet help you go deeper?
••

View OEM by OEM offerings
Investigate the results of the market survey

14
14Request the priceContact Us

Contact SBD Automotive

Do you have any questions?
If you have any questions or feedback about thisresearch report or SBD Automotive’s consulting services,
you can email us at info@sbdautomotive.com or discusswith your local account manager below.
Envelope with solid fill

info@sbdautomotive.com
Book a meetingBook a meeting

Logo
Description automatically generated

16

USA

Garren Carr
North America
garrencarr@sbdautomotive.com+1 734 619 7969

UK

Germany

Luigi Bisbiglia
UK, South & West Europe
luigibisbiglia@sbdautomotive.com+44 1908 305102

Andrea Sroczynski
Germany, North & East Europe
andreasroczynski@sbdautomotive.com+49 211 9753153-1

India

China

Japan

SBD China Sales TeamChina
salesChina@sbdautomotive.com+86 18516653761

SBD Japan Sales TeamJapan, South Korea & Australia
postbox@sbdautomotive.com+81 52 253 6201
16