Why the Seat Ateca must be "unavoidable" – comment
Source : Why the Seat Ateca must be "unavoidable" – comment
We discover why the timing of the Seat Ateca SUV’s launch could not be better
Last year, SUVs were the best selling cars in Europe for once.
According to figures by Jato Dynamics, SUV sales grew 24% year-on-year to 3.2 million units as well as the market share increased 2.7% to 22.5%. In some other words, almost one in four cars sold in Europe is usually an SUV, as well as the idea’s going up all the time.
So Seat’s timing with the launch of its first ever SUV, the Seat Ateca, couldn’t be better. the idea’s why the company, one which only definitely includes a presence in Europe, doesn’t just speak of one SUV although a future family of them. SUVs, if got right, could finally put Seat on the map.
Seat boss Luca de Meo gave insight at the unveil of the Ateca into just what the idea means for Seat.
He said SUVs presented an opportunity for “sustainable profitably as well as success for the Seat brand”. He added which they can help make Seat “more relevant, as well as unavoidable for a big group”.
which last point is usually the most interesting one. inside the past the idea’s been too easy to be able to walk past an over- or under-designed Seat as well as wonder what the brand stood for. although, in a process which commenced with the completely new Leon range, Seat has finally commenced to make more sense, as a brand with stylish although not fussy cars, sophisticated underpinnings, nice, practical interiors, strong dynamics, as well as not bad value. Throw all This specific into an SUV Centeng as well as the market may finally take more notice. De Meo says he wants Seats to become “unavoidable”.
For all the recent improvements, Seat currently needs to move to the next level. A range of Leons will only take Seat so far. Seat has done its homework as well as discovered SUVs play an “essential role in brand image” as well as the arrival of one to a range “is usually the key contributor to the brand image improving”, according to de Meo. This specific, he added, is usually a challenge although also an opportunity.
Seat’s image problem as well as low historical sales have been well documented, although the idea’s a company I’ve always been fond of. Whatever you think of Seat, there’s currently a more coherent strategy in place, as well as the idea’ll be fascinating to see if the idea truly – as well as finally – makes Seat “unavoidable”.
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