Abstract Seat heating is an essential means to improve cabin occupant thermal comfort. How to set a reasonable seat heating strategy is very important to improve occupant thermal comfort and reduce vehicle energy consumption. Based on objective thermal comfort evaluation criteria, this paper analyzes three strategies: fixed heating power, fixed seat surface temperature, and intermittent seat heating. It explores the occupant thermal comfort characteristics under different strategies. It is found that the optimum heating power or optimum seat surface temperature to maintain occupant thermal comfort varies with the initial seat temperature. Compared with the two strategies of fixed heating power and fixed seat surface temperature, the intermittent seat heating proposed in this paper can make the human body reach the optimal state of comfort in a shorter period, and the power consumption is less as the seat heating is opened for a longer time. This intermittent seat heating strategy not only adapts to different low-temperature environments outside but also provides sufficient safety guarantees while improving human thermal comfort. It can provide some references for the design of car seat heating and research on passenger cabin thermal comfort.