Why the Seat Ateca must be "unavoidable"
Source : Why the Seat Ateca must be "unavoidable"
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 the 1st time.
According to figures by Jato Dynamics, SUV sales grew 24% year-on-year to 3.2 million units along with the market share increased 2.7% to 22.5%. In different words, almost one in four cars sold in Europe will be an SUV, along with 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 in which only truly carries a presence in Europe, doesn’t just speak of one SUV however 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 along with success for the Seat brand”. He added in which they can help make Seat “more relevant, along with unavoidable for a big group”.
in which last point will be the most interesting one. inside past the idea’s been too easy to be able to walk past an over- or under-designed Seat along with wonder what the brand stood for. however, in a process in which commenced with the completely new Leon range, Seat has finally commenced to make more sense, as a brand with stylish however not fussy cars, sophisticated underpinnings, nice, practical interiors, strong dynamics, along with not bad value. Throw all in which into an SUV Centeng along with the market may finally take more notice. De Meo says he wants Seats to become “unavoidable”.
For all the recent improvements, Seat at in which point needs to move to the next level. A range of Leons will only take Seat so far. Seat has done its homework along with discovered SUVs play an “essential role in brand image” along with the arrival of one to a range “will be the key contributor to the brand image improving”, according to de Meo. in which, he added, will be a challenge however also an opportunity.
Seat’s image problem along with low historical sales have been well documented, however the idea’s a company I’ve always been fond of. Whatever you think of Seat, there’s at in which point a more coherent strategy in place, along with the idea’ll be fascinating to see if the idea truly – along with finally – makes Seat “unavoidable”.
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