12 February 2016

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.

Rk Nation 2015 2014 2013 2012 2011 2010
10 Germany 94,673 93,129 83,364 68,109 59,030 50,449
2 Spain 77,580 67,923 59,136 54,856 73,524 89,423
19 UK 47,654 53,512 45,312 38,798 36,089 32,935
11 Mexico 24,148 21,330 21,189 21,114 18,115 13,380
18 France 22,009 21,090 22,039 24,180 33,268 30,645
15 Turkey 16,911 12,697 11,065 5,811 6,059 5,113
25 Italy 14,940 12,562 9,843 10,575 16,108 15,590
9 Austria 13,356 13,914 15,296 14,316 16,405 14,133
10 Switzerland 10,451 9,378 9,159 8,934 8,314 7,788
19 Netherlands 8,541 11,006 9,320 12,657 18,555 12,748
11 Israel 7,692 6,177 5,838 5,887 4,425 3,049
13 Portugal 7,204 6,895 3,874 2,605 9,047 13,944
21 Poland 7,181 5,532 2,278 1,756 2,822 3,708
10 Czech Rep 6,759 6,163 4,360 2,680 3,310 2,761
10 Algeria 6,551 17,806 23,037 13,752 4,022 1,944
19 Belgium 6,508 6,730 6,937 5,966 10,389 10,111
18 Denmark 4,552 4,526 4,938 3,648 2,054 1,697
21 Sweden 4,257 3,364 2,678 2,090 2,724 2,629
15 Ireland 2,499 2,402 2,190 1,362 1,763 1,642
16 Romania 1,800 1,452 850 650 1,351 1,662
13 Slovenia 1,796 1,527 1,189 1,028 1,391 1,298
18 Finland 1,710 1,799 1,632 1,449 1,903 1,460
17 Greece 1,623 2,041 1,965 1,243 3,029 3,799
19 Slovakia 1,190 1,513 1,095 1,373 2,321 1,693
16 Croatia 908 715 421 480 774 825
22 Hungary 846 772 558 446 741 2,040
17 Luxembourg 791 785 706 690 1,069 1,248
35 Ukraine 167 428 ? ? 924 559
6 Leichtenstein 121 91 56 27 17 10
23 Cyprus 63 41 43 105 162 157
40 Russia 47 1,641 3,375 2,500 1,127 955
10 San Marino 28 36 26 55 53 37
28 Serbia 25 140 121 221 268 311

Others 5,456 1,683 1,110 11,637 8,847 10,257

Total 400,037 390,800 355,000 321,000 350,000 340,000








17 Europe 338,383 328,246 289,356 260,000 304,447 302,083
% Europe 84.6 84.0 81.5 81.0 87.0 88.8

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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