Manufacturer: SEAT

Total sales: 2013 355,000

Headquarters: Martorell, Spain

EU market share: 2.0%

Leon’s driving force…

Accounting for almost a third of the 355,000 total sales achieved by SEAT in 2013, the Leon range has proven itself to be the brand’s greatest asset, helping to swell SEAT’s global presence and boost its fleet reputation.

The first all-new Leon since 2005, the five-door hatchback recorded a 44.4% rise over 2012 figures, becoming the brand’s best selling model in several Territories, including Germany, United Kingdom, France and Turkey.

Leon’s remarkable performance in 2013 aside, however, many of SEAT’s other models recorded a marginal decrease over 2012 sales figures, the most marked of these being in the Ibiza range. Sales of the Ibiza SC fell from 38,640 in 2012 to 31,676 in 2013, while the Ibiza ST experienced a downturn from 21,227 to 16,831 units.

The Altea range – now SEAT's oldest model – also experienced a slight downturn in sales, while SEAT’s city car offering, the Mii, recorded a dip of -1.1% over 2012 figures.

Highlights for the brand in 2013 included the launch of two new versions of the Leon – the three-door sport coupé SC, and ST estate version – marking the first time the car has been sold in multiple body styles and further broadening its SEAT's fleet presence.

SEAT also presented two models powered by engines running on natural gas –in Geneva the Mii Ecofuel, and the Leon TGi in Frankfurt, as well as the Ecomotive version of the Leon at the Frankfurt Show.

Despite a strong sales performances in some segments, the brand reported diminished revenue per unit in 2013, due largely to strong competition in Europe (SEAT’s largest trading region) and the ongoing challenging economic unburdened by the Eurozone crisis, SEAT continued to push for sales in global territories in 2013.

For the first time, the brand now ranks three non-European countries amongst its top ten best selling territories – Mexico (5th), Algeria (6th) and Turkey (8th).

In Algeria, sales experienced an uplift of +26.9%, closing 2013 with 20,500 units sold, while Turkish sales almost doubled (+90.4%). In Mexico, sales increased by +0.2% to 21,200 units, marking the territory out as one of SEAT’s top regions in terms of volume sales. One in every five SEAT vehicles is now sold outside the European continent.

“In 2014, in spite of the still-persisting difficulties in the economic environment, we intend to continue working hard to make constant progress. We have a fantastic product range which will continue to grow around the Leon family, the heart of the SEAT brand,” declared SEAT chairman, Jurgen Stackmann, at the presentation of the 2013 results.

SEAT SUV due in 2016

SEAT first hinted at a lower-medium crossover when it unveiled the IBX concept car in 2011, but has now confirmed that its first SUV will be available from 2016, based on the MQB platform used in the Leon.

A presence in this lucrative sector is vital. SEAT says crossover sales have grown over 40% since 2010, driven by the popularity of models such as the Nissan Qashqai, Kia Sportage and fellow Volkswagen Group product the Skoda Yeti. Such models are particularly popular with the young, designconscious buyers SEAT is targeting, and a growing part of the [1]leet sector.

Development has been underway for two years at the company’s Martorell headquarters, and the as-yet-unnamed crossover will be a vital conquest car for SEAT featuring four-cylinder diesel and petrol engines shared with the Leon.

Industry insiders believe a concept version could be shown as early as Geneva next year, with a production reveal likely to appear at the Frankfurt Show in 2015, however news on the exact launch date is closely guarded.

Elsewhere in the range, new arrivals are aimed at strengthening the brand’s design and sport-led identity. Launched to great fanfare at the 2014 Geneva Show in March, where the model was hidden beneath the ‘skirt’ of a suspended acrobat, SEAT hopes the Mii by MANGO will boost interest in the model. Described as a “stylish urban car with a unique feminine touch”, the manufacturer aims to capitalise on the fashion chain’s image and push the Mii as a young, stylish alternative in a crowded segment.

SEAT is also continuing to develop its high performance models. The spearhead is the newly launched Leon Cupra, which features a 280hp turbocharged petrol engine and is being marketed based on a record-setting lap of the famed Nürburgring racing circuit in Germany. It consumes 6.6 litres of fuel per 100km, and emits 154g/km of CO2.

The Ibiza Cupra, sold only in the three-door SC bodystyle, was also refreshed last year in line with the rest of the range, its 180hp twin-charged 1.4-litre TSI engine emits 130g/km CO2 thanks in part to a sevenspeed DSG gearbox. While both the Leon and Ibiza Cupra models sell relatively small volumes, both help strengthen the brand’s performance credentials, which are reflected in the popular sports-styled FR trim levels.

Coming soon…

SEAT will enter the growing crossover segment with a Leon-based compact model in 2016. Styling is likely to be influenced by the 2011 IBX concept, with production scheduled for Martorell, Spain.

View from the top

Neil Williamson, director, SEAT UK, explains how SEAT plans to carry the momentum of its bumper year into 2014 and beyond.

How does SEAT plan to build on its success in 2014?

The key will be doing good quality business. You could accuse us in the past of doing too much short term, but we’re not doing that any more, and while we’ll always do some rental because everybody does, we’re looking to grow our volumes through the leasing companies, user chooser fleets and restricted badge deals.

Why such a concentration on fleet this year?

Well, we have complete range of Leon: three door, five door and ST, and the ST has really opened some doors for us. We have been pleasantly and relatively surprised by how many fleets have said “right, now you’ve got five door and the estate, let’s talk”.

What it has meant is that fleets which were closed to us before are now open, and I’ve been really surprised at the type of business: single badge and user chooser fleets. The last fleet car we had that had that type of fleet draw was the Exeo and the ST really gives us something to talk about.

Which model is SEAT’s best fleet performer?

People want to buy Leons and that’s the driver that has transformed our business. Last year we had our fingers crossed, and in some months now we’re the fourth biggest seller after Golf, Focus and Astra which is brilliant and proves Leon is a proper volume fleet car.