Spanish in origin, SEAT was acquired by the Volkswagen Group in 1986 when the Group obtained a majority share in the Company. In 1990, SEAT became wholly owned by the Volkswagen Group. Since the acquisition, SEAT has shown steady growth and development in European and other international markets.
The SEAT brand was launched into the South African market in June 2006. The SEAT brand essence is sporty performance and stylish design. Currently three SEAT brands are available in South Africa – the agile SEAT Ibiza, dynamic Leon and versatile Altea.
SEAT has a strong Motorsport heritage with extensive exposure in the tough arena of the World Rally Championship and more recently, the World Touring Car Circuit Racing in Europe.
SEAT’s Motorsport participation began as far back as the early seventies and circuit racing soon led to international rallying with much success. Motorsport became such an integral part of SEAT, that a Motorsport division called SEAT SPORT was launched in 1985.
By 2000, SEAT SPORT was using the knowledge gained through Motorsport in the research and development of the brand’s high performance vehicles, including the Leon Cupra model. With enthusiasm for Motorsport rampant, SEAT launched the Leon Supercopa. This series, based on Touring Cars, acted as a stepping stone for young upcoming drivers to reach both British Touring Cars and the World Touring Car Championship level. This Motorsport strategy has worked exceptionally well and SEAT has recently been crowned 2007 British Touring Car Champions.
With the same passion for Motorsport running through their veins, SEAT South Africa will race two Leon Cupra’s in Class T of the South African Bridgestone Production Car Championship.
The vehicles will be driven by 2002 Production Car Champion Phillip Kekana and 2001 Volkswagen Cup Champion Graeme Nathan. Between them, Phillip and Graeme have over 15 years of racing experience and are sure to do justice to the SEAT brand.
“SEAT South Africa’s entry into the Motorsport arena is an exciting challenge for the brand. We believe that SEAT’s sporty and performance credentials will come to the fore on the track and encourage the motoring public to consider the SEAT brand when purchasing a vehicle. SEAT is a relatively new motor brand in South Africa and offers the consumer a great product, superior quality and sporty performance. We hope to appeal to a broader target market though our participation in motor sport,” commented Carrin Merkel: SEAT Sales and Marketing Manager.
