Tuesday, 25 April 2017

SEAT Brand Sales By Nation : 2010-2015

The new SEAT Ateca SUV 

SEAT has been a problem child for VW Group. Profit has been elusive and perhaps at times the definition of what the marque represents has been uncertain. For a brand that isn't that large, it needs to offer a point of difference to other makes. I know that VW wanted to buy Alfa Romeo not that long back, but why cannot SEAT be that for the VW group?

An SUV model is about to be introduced, the Ateca and you cannot be a serious car maker at any level without an SUV or crossover type of vehicle. The name sounds very similar to the SEAT Altea, so I'm surprised with the choice of moniker. SEAT has a goal of something like 60,000 sales in Europe for the Ateca.

Regarding some models for 2015, sales of the León went up by 4.4% (160,900) and was once again the brand’s top-selling car. The Ibiza accounted for 153,600 delivered vehicles (+2.4%). Meanwhile, the Alhambra posted the highest increase (+17.2%) and achieved the second best sales result in its history (27,000).

Below there are sales for the last six years in various countries. It doesn't cover every country as I don't have 2015 for every place and unless I had a 2015 figure, I didn't include it at all. In many a few sales will be missing as they will fall under light commercial sales, depending on how that is defined from place to place. The 'Rk' is the placing SEAT achieved in the nation for 2015.

RkNation201520142013201220112010
10Germany94,67393,12983,36468,10959,03050,449
2Spain77,58067,92359,13654,85673,52489,423
19UK47,65453,51245,31238,79836,08932,935
11Mexico24,14821,33021,18921,11418,11513,380
18France22,00921,09022,03924,18033,26830,645
15Turkey16,91112,69711,0655,8116,0595,113
25Italy14,94012,5629,84310,57516,10815,590
9Austria13,35613,91415,29614,31616,40514,133
10Switzerland10,4519,3789,1598,9348,3147,788
19Netherlands8,54111,0069,32012,65718,55512,748
11Israel7,6926,1775,8385,8874,4253,049
13Portugal7,2046,8953,8742,6059,04713,944
21Poland7,1815,5322,2781,7562,8223,708
10Czech Rep6,7596,1634,3602,6803,3102,761
10Algeria6,55117,80623,03713,7524,0221,944
19Belgium6,5086,7306,9375,96610,38910,111
18Denmark4,5524,5264,9383,6482,0541,697
21Sweden4,2573,3642,6782,0902,7242,629
15Ireland2,4992,4022,1901,3621,7631,642
16Romania1,8001,4528506501,3511,662
13Slovenia1,7961,5271,1891,0281,3911,298
18Finland1,7101,7991,6321,4491,9031,460
17Greece1,6232,0411,9651,2433,0293,799
19Slovakia1,1901,5131,0951,3732,3211,693
16Croatia908715421480774825
22Hungary8467725584467412,040
17Luxembourg7917857066901,0691,248
35Ukraine167428??924559
6Leichtenstein1219156271710
23Cyprus634143105162157
40Russia471,6413,3752,5001,127955
10San Marino283626555337
28Serbia25140121221268311

Others5,4561,6831,11011,6378,84710,257

Total400,037390,800355,000321,000350,000340,000








17Europe338,383328,246289,356260,000304,447302,083
% Europe84.684.081.581.087.088.8

Summary: No doubt the Ateca SUV will be a success for SEAT and maybe even help the brand to become profitable. It seems to need a more clearly defined identity from my perspective. In most markets above you can see that SEAT relies too heavily on Europe, and even there needs to start cracking the Top 10 more often.
The SEAT León gets photographed everywhere, just like a Hollywood actress

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