Process and/or Research

As of now the current car seat market ranges from large leather cushions as seen in luxury vehicles such as the Rolls Royce Phantom,

 to racing or "bucket" seats as seen in the Porsche 911 GT3 RS

 Both of these are stark opposites in the automotive world. The former is meant to cushion the passenger as much as possible, while the latter is meant to "hug" them and keep them in place at high speed corners. Recently however, consumers have shifted their focus to wanting more out of their vehicles. Simply having a single-use vehicle is not enough, it must be sporty yet comfortable, raw yet refined. This dichotomy has forced automakers to create unorthodox solutions to appease the pickier masses. 

Thus automakers such as Mercedes-Benz, have come up with interesting solutions to combat the problem. Their solution involves placing air bladders within the seats. When the driver encounters a turn, the seats inflate to hold them in place.