Why truck drivers love to sit on Korean seat technologies?

In recent years, the Korean domestic market has become increasingly saturated and highly competitive. For Korean SMEs to sustain growth, expanding into global markets has become essential. Many industry experts argue that ongoing global supply-chain restructuring has created meaningful opportunities for Korean companies to expand internationally and diversify their revenue streams. Do you agree with this assessment?

Korean SMEs today are very well prepared from a technical standpoint. Our engineering and design capabilities are strong, and we have invested heavily in R&D equipment and infrastructure. In the past, companies often moved production to China or Southeast Asia for low-wage manufacturing advantages. But as global supply chains realign, competitiveness is shifting toward engineering capability, product quality, and durability areas in which Korean SMEs excel.

In our case at Ewon Comfortech, our primary customer is company H and company K. We meet their stringent global quality standards, and this itself demonstrates our ability to compete on an international level. I believe many Korean SMEs are similarly well positioned, not only in technology and design but also in competitiveness and readiness for global expansion.

Historically, many factory operations in Asia, including Korea, were driven by cost considerations. However, as the market evolves, what truly creates value is quality, performance, and long-term durability. These strengths align with what Korean suppliers can deliver. Our accumulated expertise gives us substantial competitive power in the market. Two of our largest customers continuously require compliance with major global standards, and we consistently meet their expectations and quality benchmarks. For these reasons, I believe Korean SMEs will continue strengthening their global competitiveness.

In the automotive and truck seating market, large global players dominate the industry, putting pressure on mid-sized companies that do not benefit from the same economies of scale. In response, many of these companies pursue two diversification strategies: first, by developing niche, high value-added products; and second, by expanding into multiple geographic regions to reduce dependence on any single market. From your perspective, which of these approaches offers the strongest growth potential for Ewon Comfortech?

When we look at leading seating companies such as company I and company G in Europe, or other well-known brands, they are indeed very diversified and hold strong positions. Recently, company H evaluated our seats against company I’s seats, and we received an equivalent, and in some areas, superior evaluation. This gives us great confidence in the quality and competitiveness of our products.

Where we still have room for improvement is in building a more extensive global supply chain. As mentioned earlier, we are on the path from being a “small giant” toward becoming a true global champion. To reach that goal, we intend to maximize our capabilities, ensure customer satisfaction remains our highest priority, and expand our supply-chain reach.

Company H’s recent evaluation confirmed that our seat performance was comparable to leading global competitors, which strengthened our confidence even further. Our focus now is on reinforcing our systems, developing new technologies, and continuing to improve the comfort and quality of our seats.

Ewon Comfortech’s premium seat

What differentiating factors do you believe Ewon Comfortech can offer in terms of quality or product features?

Over the years, we have accumulated extensive data related to seat performance, durability, and ergonomics. Our production systems are also well established and reliable. These strengths allow us to deliver products that meet or exceed customer expectations. Our goal is to create optimal seating solutions based on quality, durability, and long-term comfort.

One characteristic of our company is the collective mindset of our employees. Although we began our journey later than some competitors, since our founding in 1994 we have accumulated deep expertise. Our collaborators approach challenges with a strong belief in what we can achieve, and this commitment is what differentiates us.

In addition, customers today expect increasingly smart features driven by advances in convenience technologies and AI. We are actively working to integrate these features into our seat systems. This includes applying emerging technologies and improving overall comfort and functionality.

Ewon Comfortech holds a dominant position in truck and bus seating in Korea. However, the company has not limited itself to these segments, also supplying seats for van and off-road machinery. Looking ahead, what future directions do you see for further diversification?

Until now, we have focused heavily on seats for trucks and buses, and we were the first in Korea to develop driver seats specifically for commercial vehicles. The core technologies involved include air-suspension and spring-suspension systems, which are essential for providing comfort in vehicles that often operate in harsh conditions. Commercial vehicles may travel off-road or on uneven surfaces, and our suspension technology absorbs vibration and reduces driver fatigue.

This expertise also applies to construction machinery, excavators, agricultural machinery, and tractors all of which frequently operate off-road. Our technologies are highly adaptable to these segments. For this reason, we are now expanding into construction equipment, and agricultural machinery to improve driver comfort. We are already developing products in these areas.

Seat Suspension

In addition to product diversification, what about geographic expansion? Where do you see strong potential for entering new overseas markets?

Yes, we do. We are currently pursuing opportunities in the Southeast Asian market, including Vietnam, and we have ongoing projects in India as well. In the United States, our seats are already being incorporated into company H’s FCEV trucks, and additional vehicle programs are expected to include our products.

In the EV sector, technologies such as air-suspension and vibration-attenuation play an increasingly critical role in enhancing driver comfort, especially for commercial EVs. These technologies also apply effectively to construction and agricultural machinery. We are leveraging this expertise to expand our presence in global markets.

Are you also considering project opportunities with companies other than ‘Company H’?

We are considering them, but opportunities for participation outside company H projects are still limited for us. However, when real collaboration opportunities become apparent, we are thoroughly prepared to participate effectively by conducting benchmarking, teardown analysis, and market trend research to ensure we have a competitive edge. we are actively pursuing new business with company H construction equipment, company L and company D. These companies are launching new models, and we are prioritizing those projects.

We currently have several active development programs with these manufacturers.

Turning to a more sensitive topic, the company previously faced financial challenges related to investments in biotechnology that did not deliver the expected results. Following a change in shareholders, you were appointed CEO with a mandate to refocus the company on its core business, which has shown very strong performance in 2025. How do you assess the company’s position today, and what is your strategy for reassuring stakeholders about Ewon Comfortech’s long-term growth?

To be clear, we are no longer involved in biotech.

About five or six years ago, the company’s leadership at the time took a great interest in biotechnology and invested heavily in that area. However, our company’s core business is automotive seating. Because the biotech investments did not yield positive results, the company faced significant financial challenges. The stock price declined sharply, which negatively affected the company’s reputation in the market.

Our largest shareholder has since changed, and with my appointment as CEO  having more than 30 years of engineering and automotive experience, we have shifted our focus back to stabilizing and strengthening our core seating business. Going forward, we intend to grow as a specialized automotive-components company. We are committed to ensuring stable operations, restoring investor confidence, and maximizing shareholder value through consistent business performance.

Many investors want companies to pursue opportunities for growth, but past investments in biotechnology did not align with our core capabilities. As a result, the company faced difficulties. With new leadership, we are now fully committed to refocusing on automotive seating and ensuring financial stability. Our goal is continuous growth as a professional automotive-parts company, improving shareholder value through solid management and performance.

Ewon Comfortech provides two primary product categories. One is design, development, and production of customized seating solutions across multiple vehicle types, including new technologies. The other is the Nexsis brand, which offers aftermarket products that build on existing platforms in a more cost-efficient way. In entering new markets, which technologies or capabilities do you believe will drive the most growth?

Major seating companies benefit from economies of scale, but many automakers are not yet familiar with Ewon Comfortech despite our three decades of experience. Success requires identifying the right target segments and establishing a strong presence there. Technologically, we already possess the capabilities needed, but historically our customer base has been concentrated mainly in company H and company K. To expand globally, we must make our specialized products more widely known.

For growth, we must focus on both technology development and market expansion. On the technology side, the most important factor is accurately understanding customer needs. Nexsis was developed precisely for this reason to address customer pain points and market demands. We do not simply design seats for the sake of design; we align our solutions closely with customer requirements.

On the market side, we are exploring high-potential regions such as Southeast Asia, India, and the United States. In the U.S., where long-distance trucking is common, durability is essential, and our technology has already undergone strong evaluation. Although our customer base is still small, we value each customer highly and are committed to earning their trust through product quality and performance.

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You mentioned durability and customer-focused features. What specific technologies can differentiate Ewon Comfortech, particularly in markets like the U.S. or India where durability is essential?

In Southeast Asia and India, many vehicles still lack advanced suspension seats. For example, in Indonesia, where we are currently preparing export programs, customers prefer seats with simple and robust structures over high-end suspension seats. In response to these market characteristics, we are developing cost-effective and practical seating solutions that provide sufficient ride comfort even in basic models by removing complex functions, enhancing the durability of the seat frame itself, and applying optimized cushion design using high-density foam to promote our entry into the local market.

In the United States, premium seating is already widely used. Because our seats are recognized by company H for their quality, we believe we can meet U.S. customer expectations as well. We are actively analyzing U.S. customer needs including through market research from organizations like KOTRA and tailoring our offerings accordingly.

In terms of features, we recently redesigned our suspension structure to significantly reduce vibration by redistributing load forces more evenly. This has greatly improved comfort. We also updated seat mechanisms, including tilt structures, to enhance ergonomics. Our Nexsis seats integrate these new technologies, and early customer responses have been positive.

Additionally, we incorporated ergonomic lumbar-support solutions designed around human-body mechanics, providing natural comfort during long hours of driving. We are also developing heating and ventilation functions heating for winter comfort and cooling for summer as well as a massage-seat feature, which we believe will be the first of its kind in the commercial-vehicle segment. This will be especially beneficial for long-distance drivers, such as those operating trucks or city buses.

When discussing luxury features like massage seats, are these intended for commercial vehicles such as trucks and buses?

When I refer to luxury in this context, I am speaking about applying advanced features to commercial vehicle seats. Whether truck or bus, both fall under commercial vehicles, and we are designing these features to enhance comfort in that segment.

In particular, we aim to set a new standard for commercial vehicle seats through AI-powered intelligent seat solutions that go beyond simply providing comfort. For example, we are envisioning a system where embedded seat sensors identify the degree of the driver's muscle tension in real-time and automatically activate massage functions optimized accordingly.

At the same time, we are also researching drowsiness detection features for the driver's safety. Our goal is to integrate a smart safety assistance function that, when signs of drowsiness are detected during operation, alerts the driver through subtle seat vibrations and audible warnings, and provides directions to the nearest rest area in connection with the navigation system. These AI-based care systems will provide a safer and more distinguished driving experience for commercial vehicle drivers for whom long-distance driving is essential.

Commercial vehicle operators are typically very cost conscious. How do you plan to persuade trucking and logistics companies to invest in more premium seats, especially as a newer market entrant?

Although we may appear to be a later entrant, the fact that our seats have been evaluated as equivalent to company I seating products company H assessment proves that we are not behind in quality. Our product competitiveness is already validated. The challenge now is expanding our customer base.

We are working to increase visibility through channels such as this interview and other promotional efforts. We are also restructuring our website and strengthening our communication so customers worldwide can clearly understand that a highly specialized seating manufacturer exists here in Korea. Through these efforts, we believe we will successfully attract more customers.

Technologically, we are not late at all. Our only task is to broaden awareness and reach new clients. That is why participating in interviews like this one is important they help us introduce our capabilities to potential global partners.

What type of global partners are you hoping to connect with?

More than aiming for any one specific company, my priority is to present a strong vision to our employees. I want our collaborators to grow together and feel pride in pursuing ambitious goals. I view our employees as younger colleagues, and I want to build a company where they feel motivated to invest their careers and challenge themselves.

Because our employees are growing, I believe we are ready to meet larger customers, perhaps even on the scale of company H or company K. As a seating specialist for more than 30 years, we aim to secure partnerships with major global clients and achieve greater scale and opportunity.

As CEO, I want to transform this company into one where young people feel inspired to work, where they can grow, and where they can challenge themselves professionally. Ultimately, we aim to form new long-term global partnerships and achieve meaningful, sustainable growth.

Looking ahead three to five years, what is your vision for the company’s growth? What do you hope Ewon Comfortech will achieve under your leadership?

Large corporations and SMEs differ significantly in production processes, quality control, and R&D systems. Having worked in a major corporation, I understand these differences well. My first priority is to continuously train and educate our employees so they adopt the mindset and standards of a global-scale organization.

With this mindset, and with our smart-factory production systems already established, I believe that any product passing through our production line will meet the highest quality standards. We are also working diligently to attract new customers like company H construction equipment, and others, and as a result, I expect our sales and growth to increase naturally in the coming years.

If we reconvene for another interview four years from now, what achievements would you hope to share?

To speak lightly for a moment, I cannot say for certain whether I will still be here or enjoying retirement on the golf course, but that is only a joke. In all seriousness, since joining the company, I have worked closely with our employees to establish strong business foundations and growth plans. We have clear goals for next year and a mid-term vision for the next four to five years, all based on realistic assessments.

I have already presented ambitious goals to our collaborators. Within five years, I expect our revenue to grow three to four times larger than it is today. Our workforce will expand meaningfully, and most importantly, our employees will be even happier and more satisfied with the company than they are now. Through precise planning and consistent collaboration with our collaborators, I am confident we will achieve these milestones.

Do you still spend time with your R&D teams?

Yes. I began my career at an automobile research center. Because of that experience, I deeply understand the challenges that engineers face. I prioritize giving our R&D teams as many opportunities as possible to learn, develop, and experiment. I fully support their growth and ensure they have everything they need to contribute meaningfully to our innovation efforts.

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