Modern automotive seats require improvements in their design, safety, comfort including riding comfort. For many years auto makers have depended on subjective evaluation method based on sitter"s direct feeling. However, objective measures are in need that can be managed and controlled for better design products. In the present study, a series of objective evaluation methods are introduced for : (1) comfort evaluation of seat based on SAE J2896 standards, (2) riding comfort evaluation based on the sitters feeling. Testing methods are introduced and some of the key results are discussed.