As part of the VW Group’s strategy to expand its brands into new markets, the German automaker will bring Seat to the Shanghai Auto Show (April 21-28, 2011) offering Chinese buyers their first taste of the Spanish firm’s cars before sales begin with the Leon and Ibiza models in 2012.
The Spanish company’s president, James Muir, said that there’s a large demand for distinctive European cars among Chinese consumers and believes that the timing is right to expand into the world’s largest auto market.
“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 Muir. “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.”
The Spanish-based automaker sold 339,500 cars worldwide last year, with 323,600 units delivered in Europe, 13,400 in Mexico, and 2,500 in South America. The company posted an operating loss of €311 million in 2010.
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