Globalization has transformed the automotive industry throughout the globe, with continuously heaving competition amongst automotive vendors. Development of automotive cup holder is one of the important innovations because of the growing consumption of beverages while driving which have ensued in the automotive industry, in recent years.

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Various automotive cup holder designers have provided technologies and styles to hold the beverages, but at high speeds and tough roads, it is difficult to keep the beverages from spilling out. One of the latest technologies used by Maksimatic in the automotive cup holder market was to provide a 360-degree spinning cup holders which can adjust according to the road settings. Apart from providing a spin to the cover, this technology also provides a spin to the liquid inside which keeps it away from falling. This technology was tested and gained popularity among the consumers. Apart from providing a spill free holder consumers are also looking for the temperature control automotive cup holder which keep their drinks hot or cold as per the requirement. This is achieved by using certain thermostatic materials at the bottom which are used in the thermos, and they maintain the required temperature

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