22 May 2020

UK Regional Penetration 2019 : Škoda & SEAT

Škoda and SEAT work together under the VW Group umbrella but out in the market place. They don't go head to head with Škoda a value for money brand and SEAT a more youthful one. That's the idea anyway. They are of similar size in the UK in terms of sales.

Below is a chart that has the UK divided into regions (England) and countries that show how the two VW Group brands are doing. The chart also has a ratio number by which the chart is sorted (1:1000). The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are green.


Škoda has 3.2% of the UK market. It is strongest in the South East of England (4.7%), the same region where VW and Audi do so well. Northern Ireland is also a happy hunting ground but Wales and the South West especially not so.


Škoda

Region Sales 1:1000

South East England 22,857 46.8

Northern Ireland 2,104 41.1

East Midlands 5,397 32.8

Scotland 5,592 31.5

East England 6,602 29.4

North East England 2,013 29.3

London 4,334 27.1

Yorkshire & Humber 5,077 27.0

West Midlands 6,336 26.8

North West England 6,205 26.3

Wales 2,012 25.1

South West England 6,350 23.3

Total 74,879 31.9


SEAT are not far behind its stablemate brand, with 2.9% share. Yet again the VW group score in the South East and Northern Ireland. Sounds predictable but after that it all diversifies. Wales suddenly lifts while London,  East England and the East Midlands do the reverse.


SEAT

Region Sales 1:1000

South East England 20,187 41.3

Northern Ireland 2,059 40.2

North East England 2,550 37.1

Wales 2,456 30.6

Scotland 5,392 30.3

Yorkshire & Humber 5,530 29.4

North West England 6,778 28.8

South West England 6,791 25.0

West Midlands 5,678 24.1

East England 5,285 23.5

East Midlands 3,547 21.6

London 2,706 16.9

Total 68,959 29.4

Data source: DTI.

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