SEAT’S HOT CAR IMAGE DRIVES HOT SALES PERFORMANCE
16 May 2007 - Seat

SEAT’s marketing programme mostly uses high profile motorsport as its theme and in particular the World and British Touring Car Championships, plus their one-make SEAT Cupra Championship.

Last year SEAT won the British Touring Car Championship for the first time and they say they intend to hold on to it again in 2007, although the revitalised Vauxhall team, now using the Vectra instead of the ill-handling Astra, might cause them some problems.

However motorsport has given the Spanish motor company, founded in May 1950 and now part of The Volkswagen Automotive Group, a higher profile and a sporting image which has resulted in increased sales. SEAT UK say they spend around £3.5 million annually competing in the BTCC but it generates around £8 million each year in television and media coverage, plus of course increased car sales.

In the UK the brand increased its sales last year by 15.5 per cent in a market that was down overall by 4 per cent. Worldwide SEAT sales increased by almost 2 per cent to 430,000 units.

This year in the UK it is more of the same with SEAT’s sales up by 7.6 per cent. Their image today is one of a manufacturer intent on making sporty cars for young and young at heart buyers. The brand has one of the youngest customer profiles in the industry, around 35 years is he average age, and there are an increasing number of female customers buying SEATs.

Their current range includes Ibiza, Altea, Toledo, Leon and Alhambra models everything from small hatchbacks through to a large MPV, not all ‘hot’ sports models of course but think SEAT and you think ‘sporty’, so brand marketing based on motorsport activities does work.

The latest sports model to be added to the range is the Leon Cupra which joined the line-up in March this year. The Leon five-door hatchback, similar in size to the VW Golf, Vauxhall Astra and Ford Focus, has already seen its UK sales increase by 42 per cent in 2006 so the addition of SEAT’s most powerful production model to date will give a further boost to sales with an equal split of private and business user-chooser customers. In the region of 10,000 Leon models are sold in the UK each year and the new Cupra version will attract an expected 1,000 customers.

Priced at £19,595 the Leon Cupra is powered by a 2.0-litre T FSI engine. The same core engine is also used by VW, Audi and Skoda but SEAT makes their own modifications and enhancements for their specific models. This four-cylinder, petrol, 240PS direct injection unit is turbocharged in conjunction with an intercooler. The top speed of the Leon Cupra is an impressive 153mph and 0-62mph is covered in 6.4 seconds. Drive to the front wheels is through a six-speed toughened close-ratio gearbox with a SEAT developed transmission which minimises torque-steer. The most obvious competitors are the Astra VXR, Focus ST, Mazda 3 MPS and Renaultsport Megane 225 although you could include the less powerful new Honda Civic Type-R on your shopping list.

For the petrol-heads reading this the 240 PS engine is substantially modified over the 200PS T FSI engine on which it is based. The changes include a new ECU (Electronic Control Unit), larger turbocharger, reinforced pistons and engine block, strengthened connecting rods, a new ultra heat-resistant alloy for the cylinder head and larger fuel injectors.

Other technical changes over the Leon FR and standard Leon hatchbacks include a lowered suspension, by 7mm or 14mm compared with standard Leon, slightly softer springs, slimmer front anti-roll bar, lighter front axle (by 7.5 kg) through using aluminium rather than steel and awesome 17-inch front disc brakes with red-painted callipers. They really do stop the car in a hurry when needed.

The Leon Cupra has a high level of value for money equipment following SEAT’s reputation for ‘attainable sportiness’. Highlights include bi-xenon headlights with adaptive front lighting system where the lights can ‘look around’ corners, impressive bucket sports seats with integrated head restraints, 18-inch alloy wheels, six airbags, an ESP Electronic Stabilisation Programme, Dual Zone climate control, MP3-compatible CD player with AUX IN for directly connecting an iPod for example plus front and rear electric windows. Other interior visual differences include black interior trim which includes the roof lining, metal-covered pedals, plus specific Cupra-branded instrument cluster, steering wheel and gear knob. The interior of the car is very dark and black maybe ‘sporty’ but with the small windows the interior is very gloomy and oppressive. The small windows combined with the wide front A-pillars also cause considerable blind spots around the car.

External visual differences between the Cupra and other Leons, in addition to the 18-inch alloy wheels, include more aggressive front air intakes with black lower lip, black mirror housings, glossy black B and C-pillars, trademark Cupra oval exhaust pipe, CUPRA badge on bootlid and red painted brake callipers.

Flared wheelarches, the coupe side styling treatment with narrow windows, the hidden door handles for the rear side doors and the sporty SEAT front face provide all the elements for the car’s desirable go-faster image. There are drawbacks and visibility out of the car is a major one plus access to the load area is restricted by the high level rear sill.

Overall the SEAT Leon Cupra is good in parts. The styling will be an acquired taste, the functionality of the design regarding blindspots and the access to the boot and oppressive black interior are all negative issues for me.

However where it matters with this car is price, equipment and performance. In these areas the Leon Cupra doesn’t disappoint. For the money there probably isn’t a better buy in this sector when you consider all the standard fixtures and fittings.

The engine is a real winner, responsive and it loves being worked hard. The direct injection petrol engine, boosted by a turbocharger and intercooler, not only provides lots of power right through the rev range it produces huge amounts of torque, 300Nm from 2,200rpm. This makes it a gutsy and responsive fast car over A and B roads whilst remaining user-friendly around town. The real-life fuel economy was reasonable as well, 27.1mpg for some fun driving.

Whilst ride comfort can only be described as ‘firm’ the benefits are huge amounts of predictable grip during fast cornering and a flat and level ride. The brakes are immense and give loads of confidence to the driver. The steering at times is a little too heavy but it does give good feedback.

MILSTONES. SEAT Leon Cupra 2.0 T FSI, 5-door hatchback. Price: £19,595. Engine: 2.0-litre, four-cylinder, direct injection petrol with turbocharger and intercooler, 240PS, 300NM. Performance: 153mph, 0-62mph 6.4 seconds, 34mpg (27.1mpg actual), CO2 199g/km, VED Band F £205. For: Fast and responsive, fantastic grip and brakes, good value for money. Against: Restricted visibility causes driving blindspots, oppressive interior, wind, tyre and engine noise.

Miles Better News Agency

www.seat.co.uk

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