Seat is planning a complete overhaul of its brand strategy, according to marketing director Giuseppe Tartaglione, quoted in Automobilwoche.
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The Spanish automaker aiming to return to profitability by 2008 by launching new models, accompanied by a wide-ranging marketing offensive designed to extend the brand’s appeal to a broader customer base.
Tartaglione told the German industry newspaper that Seat will continue to be positioned as a sporty brand but in addition it will strive to be seen as spirited and comfortable. In that way the brand should appeal to active families, as well as horsepower-hungry young men.
The Volkswagen Group has been trying to position Seat as a younger version of Audi. As Seat customers age they should grow into becoming Audi customers. This will no longer be the case, however, and Seat will try to retain its older customers.
Development boss Frank Bekemeier told the newspaper that Seat will introduce a wagon version of the Altea called Altea XL and that this will be in addition to the Alhambra MPV/minivan replacement.
