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The premium trend
“The idea of premium is the single biggest trend to be sweeping the automotive market at the moment,” explains Jacques Mauge, Faurecia’s Executive Vice President of Group Customer Development. “Automakers are well aware of this. They are seeking to differentiate their vehicles through the notion of premium. Consumers today want much more than utility and function out of their vehicles. They also want pleasure and status. They want an experience.” Premium vehicle brands include Audi, BMW, Mercedes-Benz and Mini but there are also many examples of premium versions of mainstream vehicles.
This includes the new Fiat 500[1] or some of the higher trim versions of high volume car models like Titanium or Ghia for Ford, Initiale for Renault, Premium for Peugeot or Exclusive for Citroën in Europe.
Premium is one of the fastest growing market segments worldwide. In 2006, premium vehicle sales accounted for two million nits in North America and more than 2.5 million in Western Europe. By 2019, this segment is predicted to grow to nearer three million in North America and close to 3.5 million in Western Europe – with important growth in Asia and Eastern Europe too.

Faurecia’s answer: Premium Attitude
Faurecia covers all market segments: luxury, mid-level, entry level and low cost, but “premium” is a quality that can be found in all vehicle segments. It is desirable but affordable and can be mass-produced – just like an Apple iPod[2], for instance. remium should always represent ”good taste”. Premium should always be well designed, constructed with high quality materials,
exceptional craftsmanship and perceived quality. But premium can be cost-effective. It is about intelligent product design, fine execution and an obsession for detail. It does not necessarily have to come at a cost. As a leading Tier 1 supplier, Faurecia is a driving force in creating new architecture giving design freedom to the OEMs, and then turning their conception of premium into an industrial reality. Once a product is industrialized, Faurecia has the capability to massproduce it with a consistency lready respected by global automakers worldwide.
Ten key innovative technologies are revealed on the Faurecia Premium Attitude concept car, ranging from production-ready features that could be utilized today, to production-feasible solutions for the near future.
The Faurecia Premium Attitude concept car bristles with innovations in all of the Group’s areas of expertise.
The innovations featured on the Premium Attitude concept have been built around three key directions:

1. Intelligent product design and user interaction
– self-supporting instrument panel
– sliding trunk drawer
– rear seat center armrest
– asymmetrical driver seat with integrated central armrest & multi-controller

2. Magic experience and surprise in use
– conformable seat cushion
– rear seat center armrest
– rear seat relax function
– door armrest synchronized with seat comfort adjustment
– magic wave instrument panel aperture

3. Obsession for detail
– jewellery case-like glove box
– large-scale interior real-wood technology
– innovative air vents
– lounge lighting concept (ambient and task-lighting)