AM Online

Seat boss says brand must double sales to ensure future

Seat chief executive James Muir has said the brand needs to double sales in order to survive in the long-term.

He believes it needs to double 2012 international sales of 320,000 units as a minimum for sustainable success.

"We have to bring volume to the table as well as profits," Muir is quoted in Autocar.

"In the short term, that means the investment we have received for the Leon family needs to translate into sales.

"Then every bit of investment we get thereafter needs to pay off. With that we can shout louder within the VW Group to get more investment."

A Seat spokesman told AM: "Speaking from a UK point of view, with the new Leon family coming this year, the new Toledo, and 2013 being the first full year of Mii, we’re looking to break our UK sales records again this year and get a bigger market share, but I can’t talk about specific targets.

"From our point of view in the UK, there’s no big drive to double sales specifically."

Seat sold 39,000 cars last year in the UK, for a 1.9% share.  

Seat sales summary and dealer overall satisfaction score. Source:


If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


  • iceage - 26/03/2013 17:33

    The growth charts really don't justify the product investement. Now with 8-models now in the range they should be sitting where Renault used to be 5-years ago.

    • tony - 27/03/2013 13:14

      @iceage - yes good products but really expensive when things go wrong,buy japanese cars more reliable and much better paintwork

  • c u jimmy - 27/03/2013 11:31

    GOOD product but so was Mazda

  • F T C Watts - 28/03/2013 14:21

    Fantastic company with an amazingly affordable product. I absolutely love SEAT! They are the best'est!!