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Seat aims to increase fleet product recognition

Date: 16 November 2012   |   Author:

Seat has highlighted increased awareness of its products in the corporate arena as a key part of its growth strategy as it pulls together the other important components to offering fleets a complete service.

The firm is building up to the launch of its crucial new Leon, coming next spring, and the focus is as much on the business operation as it is the new car itself.

"The product has got to be right but it's about how you take it to market with things like rental - what can we naturally absorb?" Seat's UK boss Peter Wyhinny told BusinessCar.

"It's important when the influencers look at our actions - we're in for the long term and we'll grow our market share but in a profitable way.

"We've had heavy investment in the fleet team - it's doubled in size in the last year and it is up to us to get over the threshold where fleets don't think of us," he continued.

"In brand-awareness terms we're nowhere near where we want to be - we're achieving what we are without being where we need to be."

"We don't have rejectors, we just don't have enough considerers - we've never been in a position where people say they don't want one of those," declared Seat's UK?boss.

"The cars look great, drive great and work from a cost-of-ownership point of view."

As well as increasing the size of the fleet team, Seat has strengthened its dealer network, with Wyhinny branding it "the most complete in terms of network coverage as it's ever been and the highest quality we've ever had".

He said Seat now has all major urban locations covered with good quality dealers. "All these things added together make it promising for the long term," concluded Wyhinny.

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