New Ibiza expected to boost Seat sales

Article by Christian A., on March 25, 2012

Seat thinks that more demand will be generated for the Ibiza if it gets an extensive redesign and additional features. Selling more Ibizas is crucial to the Spanish brand as this subcompact made up 55% of the Volkswagen Group subsidiary's 350,009 sales last year. At the press launch of the Ibiza, Ulf Eberhardt, Seat's head of product marketing, said, "The Ibiza is Seat and Seat is the Ibiza.”

Market researcher JATO Dynamics said that in Europe, the current Ibiza (the third-generation of the car) was on the market since 2008, making up 52% of the 311,217 units sold by Volkswagen Group subsidiary in 2011. Seat is relying on an aggressive product campaign that covers the facelifted Ibiza, the new Mii minicar and the next-generation Leon so that the brand would earn profits by 2013.

Seat posted a 225 million euro operating loss last year -- an improvement over the 311 million euro loss in 2010. Seat said that most of the buyers of the subcompact are in their 30s and 40s. Eberhardt said that the updated Ibiza will still appeal to these consumers since its new design is emphasized with the addition of optional LED daytime running lights and LED taillights.

Seat head of product management Wilko Stark said that the optional LEDs enable Seat to have a unique light signature that makes the Ibiza an instant stand-out. This extra upgrade to the new Ibiza is the option to allow music streaming into the car from satellite radio stations by using the Bluetooth-enabled smartphones.

The revised Ibiza will begin to arrive at dealerships in Europe this month but the infotainment feature would be launched only in September or October. Seat also wants the station wagon variant of the new Ibiza to appeal to younger couples who have small children.

The new SEAT Ibiza, which is the next generation of the Spanish model, captures the hearts of many with its young and emotional design, its fun-to-drive energy, its ability to convince you with its new and innovative technologies, its improved functionality, and its superior quality.

Ibiza line-up offers great breadth to meet customers’ individual demands, from its universal and dynamic five-door SEAT Ibiza, to its compact and athletic three-door SEAT Ibiza SC and its practical and elegant estate car, the SEAT Ibiza ST. And in terms of engines, the Ibiza line-up extends from the highly efficient Ibiza E-Ecomotive, which boasts 89 grams of CO2/km, up to the sporty SEAT Ibiza FR, which boasts 150 hp.

Common to all SEAT Ibiza, however, are two strengths: an outstanding value for your money, and a superior standard of quality. The new SEAT Ibiza’s market launch is slated for spring 2012.

SEAT Ibiza is among the best-selling car models throughout Europe in its segment, and with the youngest car buyers in its market segment on average. Its design is one of its foremost strengths and has been named as the number one reason why customers choose the SEAT Ibiza, equally across the three body variants. This trend is seen to continue in the future, and with its fresh, optimistic, and modern appearance, the new SEAT Ibiza marks a significant development of the brand’s design identity as well as prepares the way for SEAT models in the future.

According to SEAT, S.A. President James Muir, with the new generation Ibiza, the company is taking one clear step forward, with the young and fresh design language speaking to the brand’s distinctive and unique character. He says that the new generation Ibiza underscores the quality and precision of the company’s products, making it a crucial element in terms of forward strategy. The new Ibiza, he adds, will grow its success further, including in its new market in China.

Beneath the new Ibiza’s striking design is an array of innovative technologies. For one, there’s the latest-generation state-of-the-art TSI and TDI power units, the start/stop system, and the DSG transmissions that combine dynamics with outstanding efficiency as well as guarantee the brand’s signature driving fun.

Topics: seat, seat ibiza, sales

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