SEAT

History

Establishment

Spain is the world's eighth-largest manufacturer of automobiles. Its car market stands among the largest in Europe. This, however, has not always been the case; in the first half of the 20th century, Spain's economy was relatively underdeveloped compared to most other Western European countries and had a limited automobile market. In this period, car production was limited, with only a few low-volume local manufacturers catering mainly to the luxury end of the market, of which Hispano-Suiza was the most successful. Spain's limited market for mass-produced vehicles was taken over by foreign companies operating through subsidiaries that either imported cars or assembled cars from imported parts, depriving the country of the technological know-how and large investments needed for mass production. The situation greatly deteriorated with the Spanish Civil War from 1936 to 1939. Car demand collapsed not only due to the greatly reduced purchasing power of Spaniards caused by war devastation but also because the multinational subsidiaries either ceased operations or were severely stricken by the war and its aftermath.

The lack of interest shown by the foreign firms in the weakened post-civil war Spanish market opened an opportunity for local interests. SEAT dates its origins back to 22 June 1940, when the Spanish bank 'Banco Urquijo', with the support of a group of industrial companies, (Hispano-Suiza, Basconia, Duro-Felguera, S.E. de Construcción Naval, Euskalduna, S.E. de Construcciones Metálicas, Fundiciones

Bolueta, Echevarría, etc.) founded the 'Sociedad Ibérica de Automóviles de Turismo' (S.I.A.T.) to establish Spain's own mass production car maker. The initial Banco Urquijo's project aimed at running the S.I.A.T. motor company as a fully private enterprise, but soon after 1941, the interventionist state holding company Instituto Nacional de Industria followed a decision taken by the Franco government on 3 January 1942. The goal for the new national car brand was not to be only another licensee car maker assembling foreign designs and parts in Spain, but of developing the whole manufacturing process from design to assembly within Spain. Because of the country's lack of expertise in automotive mass-production development, finding a foreign partner that would contribute technically and with its models in the early years in exchange for cash, shares, bonds, and royalties became the course of action. With the rest of Europe having entered World War II, and Spain itself in ruins from its civil war, the project was delayed but not abandoned due to its strategic importance.

Partnership with Fiat

The construction works for SEAT's Zona Franca plant began in 1950, and the opening day came three years later on 5 June 1953, while in the meantime since 1951, the Spanish marque was starting preparations for setting up almost from scratch an entire supplier industry background. The first car in the marque's history to be produced was a SEAT 1400 model that came off the production line on 13 November 1953, with license plate B-87.223. In the following few months, the plant's production output and workforce significantly increased together with the implementation of locally made components in the production process to limit imports from one part and from another part to push the development of the almost nonexistent Spanish supplier industry and meet SEAT's assigned key role as the national carmaker in restoring the Spanish economy of post–World War II Spain. By 1954, the use of Spanish-made parts had risen to 93% of the total, and the factory was officially opened the next year on 5 May 1955. Nevertheless, the impact on Spanish society could not be seen immediately since the first model launched by SEAT was considered a luxury car, so it was highly priced and still not affordable to the average Spanish consumer. Consequently, SEAT needed a second, more economical model to compete against simpler, inexpensive designs that appeared in the local market, like the Biscúter, which seemed to suit better the unwealthy customers looking for a personal means of transport in a suffering economy.

Until the time SEAT had the technical maturity and expertise to present its first self-developed model, the SEAT 1200 Sport in 1975, in its beginnings, the company had to manufacture either rebadged or restyled models borrowed from the range of its Italian partner Fiat Automobiles or even redeveloped them according to the needs of its range. However, the first example of a SEAT-exclusive derivative would arrive in September 1963 with the launch of the SEAT 800, a car developed in-house by SEAT with no equivalent model in Fiat's range based on the SEAT 600 as a stretched version with four doors.

In 1957 SEAT founded the SEAT Training Centre in the greater Zona Franca plant area, an institution covering the training of qualified personnel and serving the needs of the automobile industry in specialized technical human resources. In that same year, the historical SEAT 600 was launched, which proved to be the crucial car that literally motorized Spain, being the first car for many Spanish families and becoming a symbol of the Spanish miracle.

As the annual production growth was hitting one record after another due to the heavy demand, the economies of scale permitted cutting costs and prices, subsequently renewing demand and boosting sales together with profits for SEAT. On 29 June 1964, the brand opened its new headquarters in Madrid, which hosted the firm's sole – up to 1972 – general administration offices. SEAT's plant manager was only in Barcelona until 1973 when SEAT settled another general director in Catalonia.

Dispute with Fiat

In the early 1980s, extensive discussions concerning funding and control took place between SEAT's major shareholder, the Spanish government, and Fiat Automobiles; SEAT needed major capital investment, which Fiat was not prepared to contribute, partially due to the oil crisis of the 1970s and also due to the uncertainty for Fiat's interests following the end of a protectionist policy against GM in Spain. The outcome, in 1982, was an end to the relationship with Fiat after nearly 30 years, a rather surprising decision despite the favourable perspectives for the Spanish economy, with Spain being in the anteroom of the European Economic Community since 1977.

The end of the cooperation with the Italian firm was marked by a change in SEAT's logo in 1982, and the first car under the new SEAT logo without Fiat's involvement appeared in the same year, the SEAT Ronda, styled by Rayton Fissore in collaboration with the technical centre in Martorell. The launch of this model sparked a lawsuit from Fiat against SEAT, as the former claimed the car was too similar to a car in Fiat's range, the Ritmo. In defence of SEAT, the then-president of SEAT, Juan Miguel Antoñanzas, showed a Ronda to the press with all the parts different from the Fiat Ritmo painted in bright yellow to highlight the differences. The case was eventually taken to the Arbitration Chamber of Paris, which in 1983 declared that differences between both cars were important enough not to consider the Ronda as a rebadged Ritmo, ending the dispute in favour of SEAT. Rumour at the time had it that Fiat was angry because the Ronda restyling was, in fact, too close to their own planned restyling for the Fiat Ritmo, which they had to scrap.

Volkswagen Group subsidiary

In 1982, Carl Hahn, who had just assumed responsibility as the chairman of the Volkswagenwerk AG (Volkswagen Group), examined the opportunity of approaching SEAT after Fiat's withdrawal in his plan to expand the Volkswagen Group's operations out of Germany and turning the German group into a global force. It also followed the precedent set by other global manufacturers (such as Ford in Valencia and General Motors in Zaragoza) in setting up manufacturing operations in Spain. However, the Spanish authorities had already started talks with other foreign firms, such as Toyota, Nissan and Mitsubishi to choose a strong partner for SEAT. Hahn's interest soon resulted in industrial and commercial cooperation, as well as a license agreement with SEAT on 30 September 1982, for the production in Spain of the Volkswagen Passat-Santana and Polo-Derby models in SEAT's Zona Franca and Landaben factories, respectively – having thus as an effect on 29 April 1983, the ending of the SEAT Panda's production at the Landaben assembly lines due to the need of adapting this plant to the production of the VW Polo – and eventually a partnership agreement was signed on 16 June 1983, between the two parties being represented by the president of SEAT Juan Miguel Antoñanzas and Carl Hahn on behalf of the Volkswagenwerk AG. SEAT also gained the rights to distribute Volkswagens in Spain.

SEAT launched its new Ibiza, a Giugiaro-styled hatchback, which made use of System Porsche engines and also featured underpinnings from the Fiat Ritmo/Strada, in 1984. It also formed the basis of the Málaga, a four-door family saloon. SEAT began expanding into markets beyond Spain's borders, including the United Kingdom, where it began selling cars in the autumn of 1985.

On 17 June 1986, after purchasing the 51% majority stake of SEAT and its share increased to 75% on 23 December of the same year, the Volkswagen Group became the major shareholder of SEAT. On 18 December 1990, the Volkswagen Group bought the remaining 25% of the company, thus making SEAT the first non-German wholly-owned subsidiary of the group. Fulfilling Hahn's expectations, SEAT not only made a profit two years after Volkswagen bought a majority of its stock but also provided a low-cost manufacturing outlet for other VW models, contributing up to 15.2% of the VW group's total output in 1989, as well as an opportunity to enter the relatively unexploited (at that time) Spanish market under the SEAT, VW, and Audi names.

The gathering of the brand's main infrastructures in the greater Martorell plant area has taken place in a long process beginning back in 1975 with the opening of the SEAT technical centre, but only in 1989 was a decision made to start building a new main assembly facility next to the technical centre in Martorell, replacing the old one in Zona Franca. In that same year, the translocation of SEAT's Madrid administration offices to Barcelona began with the sale of two of the brand's assets in La Castellana to be completed in 1991 with the definitive installation of SEAT's headquarters in the Catalonia region.

Leadership

José Ortiz Echagüe (1950–1967)

Juan Sánchez Cortés (1967–1977)

Juan Miguel Antoñanzas Pérez-Egea (1977–1983)

Juan Antonio Díaz Álvarez (1984–1993)

Peter Walzer (1993)

Juan Llorens Carrió (1993–1996)

Pierre-Alain de Smedt (1997–1999)

Bruno Adelt (1999–2000)

Bernd Pischetsrieder (2000–2002)

Andreas Schleef (2002–2006)

Eric Schmitt (2006–2009)

James Muir (2009–2013)

Jürgen Stackmann (2013–2015)

Luca de Meo (2015–2020)

Carsten Isensee (2020)

Wayne Griffths (2020–2025)

Markus Haupt (2025–present)

Facilities

Martorell

The headquarters and main manufacturing facilities of the company are located in Martorell, an industrial town approximately 30 km northwest of Barcelona, with an annual production capacity of around 500,000 units. On 22 February 1993, King Juan Carlos of Spain inaugurated this plant, which became the main plant of SEAT and was accompanied by its assembly plant at the coast in Barcelona's free port zone (Zona Franca). There is a rail link connecting SEAT's Martorell and Zona Franca facilities, which facilitates the transportation of vehicles and parts between the two locations.

The Martorell industrial complex houses numerous facilities, including Cupra Racing (formerly SEAT Sport), SEAT's Technical Center, Research and Development Center (R&D), Design Center, Prototypes Centre of Development, SEAT Service Center, which includes the After-Sales Service and Customer Services divisions, as well as the Catalunya Motor dealership, and the Genuine Parts Centre for SEAT, Volkswagen, Audi, and Škoda brands. The factory in Martorell can sometimes assist the former SEAT plant in Pamplona, which is now owned by Volkswagen-Audi-Espana, S.A.

The models produced at Martorell includes: Arona, Formentor, Ibiza, Leon, Leon Sportstourer and Audi A1.

SEAT Technical Centre, located in Martorell, is focused on R&D. More than 1,294 people work there. In that centre, SEAT fully develops new vehicles. The centre covers a surface area of 200,000 m2. They use virtual reality technologies in order to design the “new SEAT” cars.

SEAT Design Center: it officially opened in 2007 and is located within the SEAT Technical Center. This facility brings the entire design process together. As of 2020, 100 people work there.

Prototype Development Centre (PDC) was inaugurated in 2007 and is one of SEAT's main projects. It consolidates the activities related to the initial phases of the design and development of a new model. It brings together the knowledge, personnel and resources of the Prototype departments of the SEAT Technical Centre and the Pilot Workshop of Process Engineering in Martorell under one roof.

Spare Parts Centre is an area with 75,000 m2 that distributes parts and components to SEAT, Volkswagen, Audi and Škoda dealers in Spain, to SEAT dealers in Portugal and also to SEAT importers all over the world.

Zona Franca

SEAT's factory in Barcelona's Zona Franca started its activities in 1953 and was the production facility where the first SEAT models such as the SEAT 1400 and the 600 were built. In 1993, the car production began to get transferred to the new Martorell plant, and since then, the Barcelona factory has been producing parts such as doors, roofs, fenders and chassis.

80% of the production of the parts for the MQB A0, the compact modular platform of the Volkswagen Group on which the Ibiza and Arona are based, is carried out in these facilities, as well as most of the stamped parts for all other SEAT models. The development and assembly facilities are some of the newest within the Volkswagen Group, with the ability to produce cars not only for its own brand but also for other Volkswagen Group brands, such as Volkswagen and Audi. For example, the development and design of several Audi models (e.g. the Audi A1, the Audi A3 Sportback, the Audi Q5, etc.) and also several Audi development projects took place there.

This plant is an industry benchmark, as it features elements such as the virtual simulation of the PXL press, 3D printing in the maintenance workshop, the automatic shifting between sealing tips of the robots in the body shop, and the automation of the logistics flow through automated guided vehicles.

The Barcelona Zona Franca site includes the SEAT Training Centre, the Zona Franca Press Shop factory, producing stamped body parts, and the Barcelona Gearbox del Prat plant, producing gearboxes not only for SEAT but also for other Volkswagen Group marques (Volkswagen, Audi, and Škoda); the latter plant was awarded the Volkswagen Excellence Award in 2009 by the Volkswagen Group for high-quality production process and product.

Other manufacturing plants

Another plant owned directly by SEAT from 1975 was the Landaben plant in Pamplona, but in December 1993 its ownership was transferred to the Volkswagen Group subsidiary "Volkswagen-Audi-Espana, S.A.", and the site today is producing Volkswagen cars in Spain. However, SEAT's Martorell site still provides support to Volkswagen's operations in the Pamplona plant when necessary, as it did after a serious fire in the paint shop in the Landaben VW plant in April 2007.

Factories of the Volkswagen Group currently producing SEAT models also include the Bratislava site in Slovakia, the Volkswagen Zwickau-Mosel Plant in Zwickau, Germany (where the Cupra Born EV model is produced alongside the Volkswagen ID.3 Electric vehicle); the AutoEuropa factory in Palmela, Portugal, and Wolfsburg in Germany. Since 2016, SEAT also holds a museum in the Zona Franca's 'Nave A122' site, which hosts all production and prototype models ever presented by SEAT together with some special or limited edition vehicles with historical value for the brand and the automotive history of Spain.

Among SEAT's subsidiaries, the SEAT Deutschland GmbH subsidiary company is based in Mörfelden-Walldorf, Germany, and apart from its commercial activities, has the further responsibility of operating SEAT's electronic platform, the SEAT IT Services Network. In Wolfsburg, Germany, in the middle of a lake inside the Autostadt, the Volkswagen Group's corporate theme park, is SEAT's thematic pavilion, one of the largest pavilions in the park.

Other company facilities

Casa SEAT: is a benchmark urban mobility promotional lab and was inaugurated in June 2020. It is located in Passeig de Gràcia in Barcelona and is SEAT MÓ's headquarters.

SEAT: CODE (Center of Digital Excellence) is the software development centre. Since its establishment in 2019, it has led the company's digital transformation and created digital solutions to boost SEAT, Cupra and SEAT MÓ. In July 2020, this centre inaugurated its headquarters in Barcelona.

SEAT's dealers: Besides selling SEAT and Cupra, some also offer second-hand vehicles or KM0 under the company DasWeltAuto, belonging to the Volkswagen Group. Many dealers also offer maintenance, parts, supplies and repair of the models. Outside Spain, SEAT has distributors in more than 70 countries.

SEAT Componentes produces gearboxes for SEAT, Volkswagen, Audi and Škoda in its factory in El Prat de Llobregat (Barcelona). It was founded in 1979; the facilities cover more than 150,000 square meters and have a manufacturing capacity of up to 3,500 gearboxes daily, in a complete process that goes from the foundry to assembling and quality control. In 2020 this facility had more than 1,000 employees and produced two different gearbox models: the MQ200 and the new MQ281. Their combined maximum capacity is 800 thousand gearboxes per year.

Presence in different markets

In its more-than-70 year history, it was only during the period from 1953 to 1965 that the firm produced cars exclusively for the domestic Spanish market. In 1965, in a rather symbolic move, the company exported some 150 units of its SEAT 600 model (licensed version of the Fiat 600) destined for Colombia by air freight for the first time, until two years later, in 1967, SEAT reached a deal over the renegotiation of its license contract with Fiat that allowed the Spanish firm to form an international distribution network for its cars and thereafter start its export operations to more than 12 countries, entering the export market in 1969. Until the early 1980s, however, most SEAT exports were sold with Fiat badging. As a response to SEAT's bid for independence, Fiat committed themselves to sell 200,000 SEAT-built cars a year from 1981, compared to 120,000 the year before. At the end of 1983, just after SEAT had won its legal battle with Fiat, a quarter of the production went to Egypt and Latin America. In Europe, they were represented in West Germany, Belgium, France, Italy, Austria, and Greece. The UK, Ireland, and various Scandinavian markets were planned to be added in 1984. This was despite the company only being able to export the Ronda, with the Fura to follow. The exponential growth in exports in the '70s happened under the leadership of Juan Sánchez Cortés and the export director José María García-Courel.

To date, the company has launched its models in more than 70 countries worldwide in accordance with the development policies of the Volkswagen Group, with almost three-quarters of its annual production representing exports for the markets out of Spain. Its core market remains Europe, while the most successful market outside of Europe in sales for SEAT is currently Mexico, where the company has a dealer presence in 27 Mexican states.

In Europe, the brand has been launched in almost 40 countries across the continent. SEAT today also sells its cars in 11 countries in Asia, mostly in the Middle East and the Arabian Peninsula, in 16 countries in the Americas, including North America, the Caribbean, Central America, and South America, and finally Africa, mainly in North Africa. Some of its cars have been sold outside Europe, branded as Volkswagens, such as the SEAT Ibiza hatchback, known in South Africa as the Volkswagen Polo Playa, the SEAT Inca panel van as the Volkswagen Caddy, or the SEAT Córdoba, also known as the Volkswagen Polo Classic.

As of 2012, SEAT was planning to expand into the Chinese market, first with Spanish-produced models, followed later in a second phase by the local assembly of SEAT models in China.

Cupra brand

In 2018, the previous range-topping Cupra trim was launched as a stand-alone brand, alongside SEAT, and at the same time, SEAT Sport became Cupra Racing. Cupra describes itself as 'an unconventional challenger brand, based on stimulating style and contemporary performance that inspires the world from Barcelona with progressive cars and experiences. Cupra has its corporate headquarters in Martorell, Spain, and a network of specialised points of sale around the world.

Motorsport

SEAT's involvement in motorsports began in the 1970s with the brand's contribution to the national formula races in Spain, and by the end of the same decade, the start of its involvement in rallies. In 1971, the Special Vehicles department was formed with the mission to enforce the brand's participation in rally championships, resulting in 11 titles between 1979 and 1983. The year 1985 was when SEAT Sport was founded as a separate motorsport division, and especially since the Volkswagen Group takeover in 1986, SEAT has been increasing, even more, its presence in the motorsport world, mainly down to VW's plan on focusing the SEAT brand as sporty to appeal particularly to the younger generation of drivers. The results of this effort have been SEAT's most prestigious titles in FIA championships, three conquests with the SEAT Ibiza Kit-Car in the FIA 2-Litre World Rally Cup (1996, 1997, 1998), and two times with the SEAT León in the FIA World Touring Car Championship (2008, 2009).

Rallying

SEAT's first serious attempt at a World Rally Championship (WRC) was in the 1977 season when SEAT took part with its SEAT 1430/124D Especial 1800 race car, and in its debut rallying event at the Montecarlo Rally, the SEAT team finished in the third and fourth places with the official 1430-1800 cars being driven by Antonio Zanini and Salvador Cañellas. In recent years, the consignment was placed on the small SEAT Ibiza, a 1.6-L, normally aspirated, front-wheel drive car with its roots in the Volkswagen Polo. The Ibiza allowed the company to evolve its rallying experience further and was officially engaged in some European national championships. The years went by until a 2-L version of the Ibiza was homologated as a kit car, and extra wide tracks, larger wheels, brakes, etc., were fitted to it as the Fédération Internationale de l'Automobile (FIA) kit-car regulations allow. With these attributes, the car won the 2-Litre World Rally Cup three times (1996, 1997, 1998), proving its maker had accumulated enough experience, and budget, to move to the top category, the World Rally Car class of rallying cars.

SEAT's three conquests of the FIA 2L WRC title, and the sport's popularity in Spain, probably convinced Volkswagen Group management to go further and allow the SEAT Sport department a chance to reach its goal in the top-class WRC category. This situation ended in September 2000, when the company's German upper management revoked its decision forcing SEAT Sport to retire from the World Rally Championship.

SEAT's project to build a WRC-spec car was officially announced during the 1997 San Remo rally. It was in 1998 that the first evolution of the SEAT Córdoba WRC car was presented at the Porto Motor Show and then first enrolled by the company to compete at the highest level of WRC racing. The Córdoba was based on the family saloon of the same name but was, naturally, a WRC class car equipped with an inline-four turbocharged petrol engine, permanent four-wheel drive, and active differentials involved in its transmission. The Córdoba WRC made its debut at the 1998 Rally of Finland, while a further race car development was incarnated on the SEAT Córdoba WRC E2 which was presented at the Barcelona Motor Show in 1999. However, the short wheelbase and high-mounted engine (compared to its rivals) worked against the Córdoba and results were not competitive. Despite hiring ex-WRC champion Didier Auriol, and a new evolution of the car, the SEAT Córdoba WRC E3, SEAT pulled out of international rallying at the end of 2000.

Touring cars

In 2002, SEAT announced a one-make championship for the new SEAT León Cupra R, the SEAT León Supercopa.

In 2004, SEAT with Ray Mallock Ltd. (RML) entered the British Touring Car Championship, running two SEAT Toledo Cupra for former-BTCC Champion Jason Plato, and 2003 León UK Champion, Rob Huff. In 2005, Huff left to join Chevrolet (run by RML in the World Touring Car Championship (WTCC)), and he was replaced by 2004 Leon Champion James Pickford, and Luke Hines as SEAT expanded to three cars, now run by Northern South. 2006 saw the Toledo replaced by the new León, and Darren Turner joined the team with James Thompson when his WTCC commitments allowed. 2007 was SEAT's best year in BTCC, as Plato was locked in a season-long battle with Fabrizio Giovanardi, which came down to the final race of the season, but just missed out on the title.

Since 2005, SEAT has also competed in the World Touring Car Championship, with its first best season being 2007 when a failed water pump robbed Yvan Muller of a certain victory at the final meeting in Macau. SEAT became the first team to run a TDI in the WTCC, and this gave them a dominant 2008 World Touring Car Championship season, with Yvan Muller winning the driver's championship. French racing team Oreca cooperates with the WTCC team. SEAT's UK team followed suit in the 2008 BTCC. The BTCC team was sponsored by Holiday Inn.

In 2007, SEAT – with the León Mk2 TDI at the Motorsport Arena Oschersleben in Germany – became the first manufacturer to win a round of the World Touring Car Championship (WTCC) series in a diesel car, only a month after announcing it will enter the FIA World Touring Car Championship with the León TDI. SEAT's success with the León TDI continued and resulted in winning consecutively the 2008 World Touring Car Championship and 2009 World Touring Car Championship both titles (for drivers as well as for manufacturers').

In September 2008, SEAT UK announced that it would withdraw from all motor sport activity in the UK at the end of the season. The SEAT Cupra Championship and the SEAT BTCC campaign ended at Brands Hatch on 21 September. BTCC drivers Jason Plato and Darren Turner have been left without drives for 2009. But Plato will drive for Silverline Chevrolet.

At the opening of the 2009 WTCC, SEAT placed 1st, 2nd, 3rd, and 4th in both races in Brazil. At the second meeting of the WTCC (in Mexico), the SEAT team placed 1st, 4th, 6th, 7th and 11th in the first race. In the second race, they placed 1st, 3rd, 7th, and 8th. While SEAT may have withdrawn from the BTCC, they are showing impressive results in the WTCC.

Grand tourer cars

In 2003, the SEAT Sport division presented at the Barcelona Motor Show first as a concept car and later the final version of the SEAT Cupra GT race car, which was produced in limited series on customer demand addressed to expertised individuals and racing teams willing to take part in race events.

The Cupra GT was chosen as a GT race car from racing teams, like the Sunred Engineering (SunRED) team, making its debut in 2004 in the Spanish GT Championship, and took part in several Grand tourer circuits not only in Spain but also run in tracks abroad like those of Monza and Magny-Cours.

Formula

In 2002, SEAT announced a one-make championship for the new SEAT León Cupra R, the SEAT León Supercopa.

In 1970 SEAT set up the 'Fórmula Nacional' series in Spain, a year later to be known as Formula 1430. The single-seater formula cars, which took part driven by young Spanish drivers, were equipped under support from SEAT with engines of the 1430 model and 6700 gearboxes. The first race of the 'Fórmula Nacional' series took place at the Jarama circuit in Madrid.

Model range

Nomenclature

SEAT's corporate tradition, as a Volkswagen Group subsidiary, dictates that the nomenclature of its model range be inspired by Spanish culture. Thus, a large number of SEAT's production models have been named after places in Spain (e.g. Arosa, Ibiza, Córdoba, León, Toledo, Altea, Alhambra, Málaga, Marbella, Ronda etc.). However, there have been several exceptions: for example, the name for the SEAT Exeo – added to the brand's range in 2008 – was influenced by the Latin word exire which means "to go beyond".

Following the marque's naming trend with production models, many of SEAT's concept cars adopted names inspired by either Hispanic dances (e.g. tango, bolero, salsa), abbreviations related to existing production models (e.g. IBZ for Ibiza, IBE for Ibiza Eléctrico, TL for Toledo etc.), or names reminiscent of SEAT's historic sporting roots (e.g. Fórmula, Cupra GT).

Moreover, in recent years, special versions of the production models' specific ranges have been added, such as the SC (for SportCoupé edition,) or ST (for SportTourer) differentiating the three-door and the estate versions from the standard four- and five-door ones, while the Cupra (for Cup Racing edition) and FR (for Fórmula Racing) has been used for the high-performance models in the range, signalising SEAT's positioning as a sport-oriented brand involved in racing.

Historic references can be found with the iconic Bocanegra name, meaning "black mouth" in Spanish, which accompanies the Ibiza model and has its origins in the SEAT 1200 Sport, which was the original SEAT Bocanegra due to its black-painted fascia in the front.

Sub-ranges

'Ecomotive' range

Almost every model in SEAT's range has an 'Ecomotive' derivative version, which in comparison to the standard version has a more eco-friendly tuning. Reduction of weight, low-resistance tyres, new aerodynamics, tweaks in the suspension, as well as changes made to the engine's electronic management software with an additional implementation of a maintenance-free Diesel Particle Filter (DPF) for the diesel engines, also updates in the gearbox and the gear ratios with a gearshift indicator in the dash panel reminding when it is the proper time to change gears, combined with an engine 'Start/Stop system' and an 'Energy Recuperation system' are some of the modifications adopted in the Ecomotive range in order to cut down both fuel consumption and emissions. The result is a range with some of the cleanest models featuring an improvement not only in gas and particles emissions but also in fuel economy, without big compromise in the vehicle's dynamic performance or practicality; for example the SEAT Ibiza Ecomotive 1.4 TDI has CO2 emissions coming up at 98 g/km and still it comes even faster from 0 to 100 km/h than the standard version featuring a 5-door body and air-conditioning, while the SEAT León Ecomotive's CO2 emissions are among the lowest in its segment too and raise up to 99 g/km.

Up to the present, the Ecomotive range has been renowned on many occasions.

In 2008, the Ibiza Ecomotive has been declared on top of the Verkehrs-Club Deutschland's 2008/2009 list in the "environmentally beneficial vehicle" category and in the 10th Eco Tour not only it has won in the small diesel class but also proved to be the overall winner of all categories. In that specific year the SEAT Ibiza Ecomotive was also awarded the 'Ecobest 2008' award by the Autobest organisation and the German newspaper Bild am Sonntag named it the 'most economic car of its class in the world.

The year 2009 has been the one when once more the Ibiza Ecomotive was nominated for the 'Green Steering wheel' award in Switzerland, and set two consecutive times a new world record on fuel saving with a single tank, certified by the IPMC (International Police Motor Corporation) : the first when the Austrian Gerhard Plattner drove from Martorell (Spain) to Göttingen (Germany) with an average fuel consumption of 2.9 L/100 km and the second time in his route from Cieszyn (Poland) to Frankfurt (Germany) having achieved the world record in fuel consumption of 2.34 L/100 km (or 100 mpg U.S.) covering a distance of 1,910 km on a single tank.

Sales

Since its beginnings in 1953, more than 16 million SEAT cars have been produced, with the most successful product in the range being the SEAT Ibiza. This model has sold over 4 million units in its four generations up to the present.

In the year 2009, the total annual retail sales number of SEAT cars was 336,683 vehicles, while the annual production of vehicles under the SEAT brand came up to 307,502 units (301,287 made in SEAT's Martorell plant and 6,215 in other Volkswagen group's factories).

The total production per year of SEAT and Cupra cars manufactured in SEAT/Cupra and other Volkswagen group plants is shown below. not comprising cars of other Volkswagen group brands, produced in SEAT-owned facilities:

Rebadges

Under Volkswagen Group's ownership, numerous SEAT models have been rebadged under other brands, either inside the Volkswagen Group's portfolio or out of it.

In particular, some examples concerning the rebadges deriving from SEAT models and being carried out under other Volkswagen Group's brands, are the SEAT Ibiza Mk2 which has been rebadged under the VW brand as the VW Polo Playa, the SEAT Córdoba Mk1 rebadged as the VW Polo Classic – FAW-VW City-Golf – VW Derby, the SEAT Arosa as the VW Lupo, and the SEAT Inca as the VW Caddy.

Further rebadges have come under non-Volkswagen Group brand ranges. Some notable examples are the SEAT Ibiza Mk1, which has been rebadged as the Nanjing Yuejin Eagle NJ6400-Unique NJ6400-Soyat NJ7150-Soyat Unique NJ1020, and the SEAT Toledo Mk1 as the Chery A11-Fulwin-Fengyun-Windcloud – Chery A15-A168-Amulet-Cowin-Qiyun-Flagcloud – Vortex Corda.

On the other hand, several SEAT models have derived as rebadges coming from other Volkswagen Group's brands such as the SEAT Alhambra Mk1 and Mk2 respectively from the VW Sharan Mk1 and Mk2 (the first generation resulting after a joint venture of the Volkswagen Group together with Ford), the SEAT Exeo from the Audi A4 B7, the Seat Mii from the VW Up, and the Seat Toledo Mk4 from the Skoda Rapid.

Tuning companies

Several tuning companies have produced modified or high-performance versions of various SEAT models,

some significant examples among those being Abt Sportsline, Je Design, APR, MTM, Abarth, Emelba, Podadera Design, etc.

Company profile

Logo history

Notes

Leadership

Today as a Volkswagen Group subsidiary, SEAT's leading people are appointed after approval from the group's supervisory board.

Slogans

SEAT currently does not use a slogan. Here are most of the slogans used by SEAT before:

SEAT, Grupo Volkswagen (19??–????; not quite a slogan but rather signifying Volkswagen Group ownership)

SEAT, auto emoción (2000–2011)

SEAT, Enjoyneering (2011–2014)

SEAT, Technology to Enjoy (2014–2017)

Environmental policy

Electric and hybrid technology development

Since the early 1990s, SEAT has developed and presented several prototypes with either full electric or hybrid powertrain, including the SEAT Toledo Mk1 electric model (1992), the SEAT Ibiza Mk2 electric car (1993), the SEAT Inca electric van (1995), the SEAT León Mk2 Twin drive (2009), the SEAT IBE concept (2010) and the SEAT IBX concept SUV (2011) hybrid cars.

'SEAT al Sol' project

The 'SEAT al Sol' project consists in the integration of use of solar power through a system of photovoltaic panels generating electricity in SEAT's factory in Martorell. The project will be carried through in collaboration with GA-Solar from the beginning of 2010, covering a factory area of 320,000 m2 with a system of more than 10 MW of photovoltaic panels. This installation is expected to produce more than 13 million kWh of electricity annually, aimed at reducing greenhouse gas emissions by over 6,200 tonnes of CO2 per year.

'Cenit verde' project

The Cenit VERDE initiative is a research project backed by the CENIT (the National Strategic Consortia for Technical Research) programme and supported by the Spanish Ministry of Science and Innovation, in which SEAT plays a key role. Aiming at developing technologies, components and infrastructure for hybrid and electrically powered cars in Spain, this programme brings together 16 technology companies (including Siemens, Endesa, Iberdrola, REE, Cegasa, Ficosa, Circuitor, Cobra or Lear) and 16 universities and research establishments under the CTM coordination (Centre Tecnològic in Manresa) and the support of the CDTI (Centre for Industrial Technological Development, an organization pertaining to the Ministry of Science and Innovation).

In January 2010, the Cenit Verde association made its opening meeting at SEAT's Technical Centre in Martorell.

As part of its contribution SEAT comes in with its own 'Verde' pre-project, including the technology implemented in the plug-in hybrid SEAT León Twin drive as well as in the SEAT IBE concept zero-emissions electric vehicle presented in the 2010 Geneva motor show.

Sponsorship

SEAT has been a sponsor in major sports, music and cultural events, such as:

FIFA World Cup (1982)

SEAT Orbea cycling team (1986)

1992 Summer Olympics and the 1992 Summer Paralympics

Paris Saint-Germain (1994–1995 season)

"Guapa Tour SEAT· from Spanish band La Oreja de Van Gogh (2006)

European leg of the "Oral Fixation Tour" by Shakira (2007)

UEFA Europa League (2009–2012)

Copa del Rey (from 2010)

Rock in Rio Madrid (2010)

Black Eyed Peas in Barcelona (2010)

Red Bull Air Race World Championship

Valencia Open (2010)

Davis Cup World Group Final

European leg of the "Sale El Sol" tour by Shakira (2010–2011)

Shamrock Rovers FCB, Irish football club (2012)

Sponsoring of the following football teams (2012–present): Sevilla FC, Real Betis, Athletic Club, Valencia CF, Real Zaragoza, Villarreal and Eintracht Braunschweig.

Primavera Sound (2017)

Lolapalooza Paris & Berlin (2018)

Awards

Over the years the SEAT marque has been honoured with several awards, such as

The Landaben plant, 100% owned by SEAT, S.A. by that time, received in 1986 the World quality award (Q-86)

The Martorell plant, 100% owned by SEAT, S.A., received in 1998 the 'Best factory of the VW Group in the first quarter' award

The Barcelona 'Gearbox del Prat' plant, 100% owned by SEAT, S.A., received in 2009 the Volkswagen Excellence award for its high-quality manufacturing process and product

The SEAT brand itself in 2009 has been named 'Most Improved Used Car Brand of the decade' in the CAP Used Car of the Decade Awards

'AvD Innovationspreis 2006' award for technological innovations developed at the SEAT Technical Centre in Martorell, from the German automobile club 'Automobilclub von Deutschland' (AvD)

In the 2007 Barcelona International motor show SEAT received two awards for the best technological innovations in the automotive sector, for the LED modules implementation in headlights and the project of virtual fabrication and applied ergonomics

'Best project in the use of an electronic signature in the private sector in 2008' for SEAT's electronic invoicing system, by the Catalan Certification Agency (CATCert)

'Best logistics initiative 2007' award for the SEAT-Autometro project, by the International Logistics Salon

'Port of Barcelona's Distinguished Loader prize in 2008' , by the Port of Barcelona's Loaders' Association