Almost four years ago Seat got a new CEO, James Muir, tasked with the job of creating a sustainably profitable division out of Volkswagen's Spanish brand. Three years ago Volkswagen CEO Martin Winterkorn publicly explained that the home of the Ibiza was getting its last chance, but Muir and a healthy shot of new investment and new product worked like a trick: 18 months later Winterkorn publicly stated his pleasure at Seat's continuing turnaround, and earlier this month Muir was talking up the brand's increased sales in the UK and Germany.

There's more to be done, though. Muir has said that last year's sales of 320,000 cars is half of what is needed for Seat to gain long-term success. It currently makes 15 models in seven model lines, and Muir believes that Seat ultimately needs to get to one million unit sales per year. The division is continuing its expansion into new segments in order to reach that target, a report in Autocar saying it has another model on the way as it seeks to "expand into every area of the crossover market."


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  • 26 Comments
      vedi123
      • 1 Year Ago
      the new line-up is gorgeous, esp. the leon, i would rather drive that than the new Golf.
        timber
        • 1 Year Ago
        @vedi123
        If you get inside one and see it's plastic quality the next thing you will be doing is finding a VW dealer...
          The Wasp
          • 1 Year Ago
          @timber
          Where will he go after he gets in a VW and see it's plastic quality?
        Ryth
        • 1 Year Ago
        @vedi123
        It's because it looks like an Audi with Audi lights, design, tailights, etc.
          vedi123
          • 1 Year Ago
          @Ryth
          i know what you mean, the problem is, that they need to make Seat a bit more outstanding, more aggressive and raw. the leon is a good beginning.
          timber
          • 1 Year Ago
          @Ryth
          That's exactly what they have been trying. Excluding SEAT the plan has been going quite well.
      cypherxx666xx
      • 1 Year Ago
      The new Leon FR received very good reviews in comparisons with its teammates the A3 and new Golf, being cheaper than the Golf, but almost as well built and as sporty as the A3(some even said even a bit sportier).
      Lachmund
      • 1 Year Ago
      i love the new leon's looks inside and out so i really hope they succeed. would be a shame to see them disappear
      Gordon Chen
      • 1 Year Ago
      You know what would help double their sales? If they sold that car here in the States
        sparrk
        • 1 Year Ago
        @Gordon Chen
        Then Americans would complain that's too expensive. It's the same story every time.
      heu240
      • 1 Year Ago
      If it were done correctly, SEAT could be VW's Kia in the US.
      adam1keith1980
      • 1 Year Ago
      "VW's Seat unit needs to double its sales if it wants to survive" They can start by selling them in the US. That is one nice looking car, but how can you increase sales if you don't sell them?
        chickenflauta
        • 1 Year Ago
        @adam1keith1980
        Because the global auto market, or a single automakers success doesn't revolve around the US? Do you know how expensive it is to launch a car brand in a new continent? It would be cost prohibitive and unwise for Seat to launch in the US with a range of vehicles designed for Europeans when it has so much ground to make up to be profitable in its home markets.
      Sanchez
      • 1 Year Ago
      SEAT is an acronym and thus generally in all-caps. I saw the article and wondered whether VW had a separate division that made seats in competition with JCI, Recaro, et al.
      dukeisduke
      • 1 Year Ago
      With so much VW content, how hard would it be to sell their cars here? They're already in Mexico, and every once in a while I see one, wearing Mexican plates.
      jonwil2002
      • 1 Year Ago
      Why doesn't VAG just shutter the brand and direct people who would previously have considered one to buy a VW, a Skoda or some other VAG product? (same thing should apply to Lamborghini and their rumored SUV, just tell buyers to buy an Audi Q series, a Porsche Cayenne or any of the other SUVs that VAG make) VAG has too many brands and too many models IMO.
      Jim
      • 1 Year Ago
      I understand that this is cheaper than a VW but it\'s exterior look puts the new A3 to shame. They should figure out a way of selling these in the US in VW showrooms. I know they compete, but choice is a good thing.
      icerabbit
      • 1 Year Ago
      That's a tough one. They're even competing against their sister brand Skoda, which came on board later. SEAT can't really go for more models anymore as they now have 7 (not counting 3/5/wagon) I believe, so, time to export them to other markets? In a down economy, what else can you do over the competition? Lower prices, more incentives, longer warranty? I think they could sell well in the US as a sporty & value VW.
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