“The Chinese market offers a great opportunity for a brand like ours. SEAT is synonymous with design, being young in spirit and sportiness, attributes which are greatly appreciated in this market,” said SEAT Chairman James Muir.
The Chairman believes the time is right to enter the market, a there is now enough demand there for European cars with a unique flavor among the booming middle class. For now, all those cars will be imported from Spain, where they are built at the Martorell production plant.
“Our research shows that Chinese car-buyers value performance and dynamism. Furthermore, technology and state-of-the-art engineering are important to them and they are very design conscious. On this basis, we are satisfied that SEAT will bring something fresh and new to the car market in China, helping us to establish a brand identity and a position in the market which is uniquely SEAT’s,” explained Muir.
As a member of the Volkswagen Group that takes its activities to a global level, SEAT exports about 75 percent of its cars to 72 countries, having delivered a total of 339,500 vehicles last year. In its home market of Spain, the carmaker is a leader when it comes to sales, but only time will tell whether China will bring good fortune and profits.
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