Sege Seats

What Sege Seats does

Sege Seats (Sege Seats Asia Pacific) is a manufacturer of passenger seating for commercial vehicles, producing seats for buses, coaches, trucks, boats, trains, motorhomes, and military applications. The Asia Pacific operation is headquartered in Fairfield East, Sydney, having entered the Australian market in 2013 on top of a business originally founded in 1999. The company designs ergonomic seating built around air-compression suspension, shock absorption, and lumbar support systems, and offers more than 52 product models spanning economy through premium configurations, including a 2025 range that includes the Avantgarde Plus Electric v2 and lightweight seats engineered for electric bus and coach platforms. Production capacity is stated at 26,000+ seats per month, with seats carrying IATF 16949:2016 certification and ADR/ECE regulatory approvals for Australian and European markets.

The company sells primarily on a B2B hardware basis through three channels: direct sales to fleet operators (such as Kangaroo Bus Lines), OEM supply agreements with vehicle builders (notably Irizar Asia/Pacific), and a dealer network reaching more than 40 countries. Revenue mechanics are unit-based seat sales across multiple commercial-vehicle segments, augmented by customization enabled through an online seat configurator that lets buyers specify trim, layout, and ergonomic options. Director Lance Taskin leads the Asia Pacific entity; the company employs 251–500 people, with stated production capacity implying significant scalability if fleet-renewal demand — particularly for electric platforms — materializes on schedule.

Name

Sege Seats

Legal name

Sege Seats Asia Pacific

Website

https://segeseats.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Sege Seats manufactures ergonomic passenger seats for commercial vehicles — buses, coaches, trucks, trains, boats, motorhomes, and military platforms — supplying OEM builders such as Irizar Asia/Pacific and fleet operators across more than 40 countries from its Sydney-based Asia Pacific operations.

Ownership category

akta.pro rank

Product category

Commercial Vehicle Seating

NAICS

Motor Vehicle Seating and Interior Trim Manufacturing (33636), Motor Vehicle Seating and Interior Trim Manufacturing (336360)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats) (IMACAKAA)

Keywords

• Commercial vehicle seating
• Bus seat manufacturing
• Passenger transportation seats
• Coach driver seats
• Automotive seat supply

Headquarters

HQ city

Fairfield

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Seat Manufacturing and Sales: Sege Seats generates revenue through the manufacture and direct sale of passenger seats for commercial vehicles including buses, coaches, trucks, boats, trains, motorhomes, and military vehicles. Revenue is one-time hardware sales with no subscription component, though they offer installation services. Customers include fleet operators, bus manufacturers (OEM), and individual vehicle owners.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sege Seats manufactures and supplies high-quality passenger seats for commercial vehicles, with particular specialization in bus and coach seating. The company produces more than 52 distinct seat models spanning bus passenger, driver, hostess/guide, city transit, tip-up, motorhome, train, boat, military, and special-application categories, sold to fleet operators, OEM bus manufacturers, and individual vehicle owners across 40+ countries. Revenue is generated through one-time hardware sales, complementary installation services, customization options, and accessories such as seat fabrics and COVID-19 seat separators.

Product overview

Sege Seats is a manufacturer and supplier of high-quality seats for commercial vehicles, primarily serving the Asia Pacific region including Australia, New Zealand, North America, Brazil, Canada, Thailand, Singapore, Malaysia, and Indonesia. The company operates in the Automotive industry and specializes in passenger seats for buses, with a portfolio of over 52 distinct product models spanning multiple categories including: Avantgarde series (Avantgarde Bus Seats, Avantgarde Electric, Avantgarde Plus, Avantgarde Plus Electric, Avantgarde Plus Electric v2), Bus Comfort series (Bus Comfort 4030X, 4030X VIP, 4036, 5050), City Comfort series (City Comfort 2040, 2044, 2140, 2144, 3000, Sege City 1400, 1440, 2168, 2440), Hostess/Guide Seats (Hostess 0027, 5000, B.K 1020, K.K 1010, Sg 027, Sg 030, Perfect 5000, Sege Guide 5000, SEGE GUIDE 021), Passenger Seats (multiple series including 3025 Sport NG, 3040 Belt NG, 3075 M1/NG/NG M1, 4020NG, 4030X, 4036/4036NG/430, 5050 M1/F M1/FNG M1/ng, A1/A2/A3, E1/E2/E3, Intercity, P6000 M1, P7000 M1, 027), Driver Seats (SEGE DRIVER A&E1, A&E2), Special Seats (SEGE Special Dismo, Foldable Backrest, Multiklapp, Truva), Tip-Up Seats (1010, 1020, SLIM 1, SUNSET), Military Seats (Sege Military 5P), Access Seats (M1, M1/M2), and Motorhome Seats (3075 M1, 5050 M1, 5050F M1, ACCESS M1). The product line also includes Bus Seat Fabrics, COVID-19 Bus Seat Separators, and a Seat Configurator digital tool. Sege Seats was founded in 1999 with first delivery in May of that year, and entered the Australian market in 2013. The company produces over 26,000 seats per month and supplies to 40+ countries worldwide. All seats are ADR or ECE approved and certified to Australian Design Regulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Avantgarde Bus Seats
• Avantgarde Electric
• Avantgarde Plus
• Avantgarde Plus Electric
• Avantgarde Plus Electric v2
• Bus Comfort 4030X
• Bus Comfort 4030X VIP
• Bus Comfort 4036
• Bus Comfort 5050
• City Comfort 2040
• City Comfort 2140
• City Comfort 3000
• Hostess Bus Seats 0027
• Hostess Bus Seats 5000
• SEGE DRIVER A&E2
• SEGE Passenger 3075 M1
• SEGE Passenger 5050 M1
• SEGE Passenger P6000 M1
• SEGE Passenger P7000 M1
• SEGE Special Dismo
• Sege TIP-UP 1020
• Sege TIP-UP SLIM 1
• Sege Guide 5000
• SEGE GUIDE 021
• Sege Military 5P
• Bus Seat Fabrics
• COVID-19 Bus Seat Separator
• Seat Configurator

Quantifiable outcome

• 100% positive customer feedback
• +2 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Irizar Asia/PacificcoreOEM/ Whitelabel/ Licensing PartnerIrizar Asia/Pacific is a key OEM partner that incorporates Sege seats into their manufactured buses. This partnership allows Sege to reach end customers through vehicle manufacturer channels. Kangaroo Bus Lines first encountered Sege seats through Irizar vehicles.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Faurecia (FORVIA): France-headquartered global automotive technology group whose seating business (formerly Faurecia Seating) supplies major commercial vehicle and passenger car OEMs. Comparable to Sege for its bus and commercial vehicle seating programs, though FORVIA's bus exposure is a small fraction of its broader portfolio.
• TS Tech: Japan-listed automotive seating specialist with global operations serving Honda and other OEMs, including light commercial vehicle programs. Comparable to Sege as a global seating systems supplier with OEM integration, though TS Tech's bus-specific exposure is limited.
• Toyota Boshoku: Japan-listed global automotive seating and interior systems supplier, part of the Toyota Group, with commercial vehicle and bus seat programs. Comparable to Sege for its commercial vehicle seating capability, though primarily anchored to Toyota-affiliated OEMs in Asia.
• Lear Corporation: Global automotive seating and electrical systems supplier serving most major OEMs. Comparable to Sege for its commercial vehicle seating programs, though Lear is heavily diversified across passenger car seating where Sege does not compete.
• Adient: Global market leader in automotive seating with broad OEM relationships across passenger car and commercial vehicle programs. Comparable to Sege as a competing seating systems supplier to bus and commercial vehicle OEMs, though Adient operates at vastly greater scale and scope.

Direct peers

• Grammer AG: Germany-listed manufacturer of seating systems for commercial vehicles, trucks, buses, agricultural and construction equipment, and automotive interiors. Comparable to Sege for its dedicated commercial vehicle seating portfolio and global OEM relationships, though materially larger.
• Freedman Seating Company: US-based manufacturer of bus, paratransit, and commercial vehicle seats, including proprietary products like the FeatherWeight and Civic seating lines. Directly comparable to Sege as a specialist bus seat OEM serving transit and coach operators across North America.
• Recaro: German-based premium seating brand with a dedicated commercial vehicle and bus seat division alongside its well-known automotive seating business. Comparable to Sege on the premium ergonomic bus and coach seat side, particularly for VIP and executive coach applications.
• ISRINGHAUSEN (ISRI): German-headquartered manufacturer of commercial vehicle and bus seats (MSG, Sprint, Topline series), part of the AUNDE Group. Directly comparable to Sege as a specialized truck and bus seat maker serving European OEMs and global fleets.
• Commercial Vehicle Group (CVG): US-listed supplier of seats, interior systems, and other cab products for commercial vehicles including buses, trucks, and construction equipment. Directly comparable to Sege as a commercial-vehicle-focused seating and interior systems supplier with OEM relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/segeseatsasiapacific
• Facebookfacebook.com/segeseats
• YouTubeyoutube.com/@segeseatsasiapacific
• LinkedInlinkedin.com/company/segeseats-asia-pacific

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sege Seats