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In 2015, Seat shifted just 47,600 vehicles overall in the UK - 11% down on 2015 - and this year things aren't looking much better with just 20,400 cars registered so far.
However, from a business perspective, the brand says it has made investments in building long-term sustainable growth in the build-up to the arrival of perhaps the most important car in the firm's recent history - the new Ateca. This is the vehicle tasked with turning round the company's fortunes.
We'll never know the reasons for Seat ignoring the booming SUV segment for the past decade, but the wake-up call might have been when Nissan's Qashqai became Britain's fifth-best seller. Now it has something to compete, and later on a smaller, Nissan Juke rival, will follow.
Launched three months after VW's new Tiguan, the Seat SUV shares much with the German - from its platform to what powers it, plus all of its advanced features, but not its looks.