Pendragon is representing the Seat franchise for the first time with the addition of the brand to its Evans Halshaw showroom in Harrogate.
The new franchise will add six jobs at the dealership. Evans Halshaw also represents Renault and Dacia in Harrogate.
Trevor Finn, Pendragon chief executive, said: "This new partnership is greatly important to our company. As Evans Halshaw has a long heritage in Yorkshire, it's the perfect starting opportunity to build our relationship with Seat and its award-winning cars."
Seat is on course to beat its 2012 market share of 1.9% this year and will increase registrations beyond 40,000 units.