Eastern Western, the top 30 AM100 dealer group, will add the Seat franchise to its portfolio for the first time with a new showroom in Benton, Newcastle at the end of November.
Trading as Western Seat, the new outlet on Bellway Industrial Estate will have a six-car showroom and a six-bay workshop.
Staff at the dealership are currently undergoing training on site and at Seat’s National Learning Centre.
Paul Johnson, Western Newcastle general manager (pictured), which remains a Saab dealer and was recently appointed an authorised Ford Service Centre, said: “2011 has been Seat’s best ever year in the UK with the company taking a record share of the market while other manufacturers struggled.
“And with a raft of new models, including the Mii city car just around the corner 2012 looks sure to be even better.”
Johnson said product was only part of the story at any dealership and the quality of the care and service the new showroom provides to customers will be “the most important ingredient in our success”.