SEAT showcases vehicles responsible for Chinese offensive
These facilities are being built and outfitted in line with SEAT’s new brand identity and will serve as a model for the worldwide development of the new SEAT look-and-feel. Vehicles sold in China will be produced in Europe, starting with the Leon then followed later this year by the new Ibiza family. James Muir, SEAT’s chairman, has confirmed that the brand intends to launch the Alhambra, its award-winning people-carrier, in China next year.
He said: 'China is very important for SEAT. Our offensive on this growth market is a further stepping stone in the development of the brand and just as important as our investment in the highly attractive, new products that we will introduce in the near future. @[email protected]
'The car market in China is continuing to develop at a very rapid pace and there is a growing demand, particularly among young buyers, for premium, sporty vehicles that are differentiated by a clear and individual design language. This is where SEAT delivers a unique product offering and this is where we will be successful,' Muir added.
The new showrooms and dealerships played host to simultaneous opening ceremonies yesterday in eight of the country’s urban regions – in Changsha, Chengdu, Chongqing, Nanjing, Shenzhen, Suzhou, Wuhan and Zhengzhou. Those cities selected are deemed to hold a high potential for the Spanish brand. Each of them lies at the heart of a region with five to ten million inhabitants, they have an above-average income structure and a high proportion of hi-tech and growth industries.
Over the coming months the SEAT dealer network in China will further expand, with the total number of outlets rising to 15 by the end of 2012. This summer, showrooms will open in Guangzhou, Hangzhou, Nanning, Xi’an and Xiamen, not forgetting Beijing and Shanghai, which are scheduled to follow. Each sales and service point will be operated by an experienced investor and highly motivated partner.
Following the market launch of the Leon, SEAT will expand its line-up in China with the new Ibiza as an import vehicle produced in Spain. The intention is to further enhance the SEAT portfolio in China with the Alhambra. The MPV is widely expected to respond to a definite trend in the rapidly developing Chinese car market as sporty leisure vehicles with a high degree of functionality are currently experiencing a distinct increase in demand.