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Seat to invest in aftersales skills

Seat is increasing its investment and level of training in aftersales departments as it looks to boost customer service levels at its 124 UK dealers.

The move comes as the manufacturer prepares for the launch of the Leon, its third all new model in just over a year.

The Leon begins a new phase for the carmaker and it is keen to take the opportunity to improve the level of technological expertise among its technicians.

“There will be an investment of money and training into our aftersales areas to give them the right technology, tools and equipment. For us, this is very important,” says Kevin James, director of Seat UK.

“Customer loyalty is critical and it’s won and lost in the aftersales arena, that’s why we are increasing our focus. We want our dealers to keep abreast of new technology and maintain a high level of training. However, it’s not merely technical, but also customer service focused.”

The new Leon is also a crucial model as the Spanish manufacturer aims to boost its UK market share to 2% from the current 1.14%, which would mean sales of around 50,000. Last year it sold more than 33,000 vehicles.

“To do this, it is crucial we have two strong selling platforms and the Leon, along with the Ibiza, will give us this. I think the Leon has the ability to overtake its smaller brother as our best seller and it will also help to position two other new models, Altea and Toledo, in buyers eyes,” says James.

He hopes buyers will see the Leon as the sporty hatch, the Altea for those who want more flexibility and the Toledo for those who want flexibility plus extra space. "We are trying to change the position of Seat to reflect the new key attributes of design and performance. The Leon and Altea personify this and we expect to see strong sales of both.”

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