Jennings Seat in Middlesbrough has won the carmaker's first ‘King of Leon’ competition, set up by Seat UK to see who could concoct the most striking Leon using genuine manufacturer accessories, plus a little creative thinking.
The entire Seat dealer network was invited to take part in the marketing exercise, and came up trumps with a procession of pimped and preened Leon models.
The quest to find the UK’s most eye-catching Leon began in March, with dealers given a month to complete their cars and present them to Seat UK through the company’s online dealer portal. After the entry deadline closed in April, the dealers were then invited to vote for their favourite from a shortlist of three, selected by Seat UK's head of service and parts Nigel Griggs.
And with a resounding 61% of the vote, Jennings Seat was the runaway winner, with its special Leon FR ‘S-Tech’ beating finalists from Croyde Motors Seat and Letchworth Seat .
The winning car is a Leon FR 2.0 TDI 184 PS finished in Alor Blue and including parts from Seat's new sports styling kit (rear bumper, diffuser, twin rear exhausts, and side skirts), plus its 18-inch wheels painted gloss black, and the wing mirrors, diffuser, spoiler, number plate surround and front valance all painted to match. Most strikingly, the car has been finished off with twin black viper stripes.
The interior is largely untouched, but does include an oddments holder from the official accessories line, and the S-Tech comes with an iPad included in the price.
Jennings is offering an S-Tech makeover at a £2,000 fee on top of the price of the car to a customer, including the iPad and the black wheels and stripes.
Nigel Griggs said: “We’ve been really pleased with the response to this competition from our dealers, which was a bit of fun designed to encourage creativity among the network – while highlighting the customisation possibilities for the fantastic new Leon.
“The resulting cars have ranged from the sublime to the…slightly less so. Well done to Craig and the team at Jennings for coming out on top,” he added.
Jennings Seat's winning entry was led by franchise manager Craig Johnson.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
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