In the global automotive seating market, worth some $26.8 billion annually, the main players must offer seats that will appeal to folk of all shapes and sizes. Not only is there the problem of defining comfort levels, but there are also cosmetic questions of colour and trim, the covering materials used, durability, use of child seats, headrests and overall seating arrangement. Seats are also becoming safer yet lighter and slimmer. Matthew Beecham reports on the latest advances in seating technology.