The customer experience drives brand equity in today’s market, especially as vehicles become electrified and attentions move towards applications, user interfaces and the vehicle’s interior space. A smooth, controlled motion from interior components exudes a feeling of quality and purpose, leaving an impression that a vehicle is built with care and that attention has been paid to detail. Further improvements can come from safety improvement, noise reduction and ease of lifting the seat back.

ITW Automotive has been providing market leading motion technology for years and has developed in-depth automotive interior expertise with linear dampers for gloveboxes and rotary dampers for interior storage.  ITW’s damper technology provides smooth, consistent motion and contributes to the quality feel of the interior.  This expertise was recently brought to bear on the seat back folding customer experience.  The result is evident in reduced folding velocity, closed bouncing, and improved lifting efforts.  Don’t settle for a lazy seat or slamming seat backs any longer, contact your ITW representative to learn more about how we can help improve the customer experience and build your vehicle’s brand equity!

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