This paper presents the development of two advanced forward-facing front seat designs aimed at reducing whiplash which is commonly seen in rear impacts. In the first section of this study, a state-of-the-art forward-facing semi-passive seat optimised for rear impact protection, is presented which can show adaptive behaviour for different crash severities with the aid of breakaway elements in the recliner and seatpan, together with an auxiliary rotary damper attached to the recliner. The semi-passive seat satisfies successfully all whiplash assessment criteria of EuroNCAP even for the very high severity crash pulse with a delta-V of 35 km/h which is not included in EuroNCAP whiplash test protocol. In the second part of the study, another forward-facing front seat (called as the robust seat) is introduced which possesses a proactive head-restraint and an energy absorbing device underneath the seatpan composed of a damper and a constant force deformation element. The robust seat satisfies perfectly all eleven whiplash assessment criteria of EuroNCAP including the very high severity crash pulse as well. The robust seat has the capability to separate seatback rotation and seatpan translation in the first 85 ms of the impact. The variation in the neck shear forces is 200 N across all severities for the semi-passive seat whereas this variation is only 50 N for the robust seat. Hence, the robust seat provides crash energy absorption more efficiently.