Seat has removed the option for its retail network to upsell customers with a range of optional extras by applying fixed trim levels across its entire model range.
The brand says is responding to changing consumer habits and to the needs of millennials with its new system, dubbed Easy Move, but the scheme is likely to simplify tax treatments which can take the effect of options such as larger wheels and spoilers into account when calculating fuel economy and emissions levels under the incoming WLTP and RDE test regimes.
Easy Move was trialled on the Arona earlier this year and met with support from customers and dealers, Seat claimed.
Customers are presented with three steps: colour, engine and trim level.
All new Ibiza, Leon, Arona, and Ateca, trim levels begin with SE, and move into comfort-based Xcellence and sporty FR.
Easy Move brings three additional trims that cater for customers who would previously have added options: SE Technology, FR Sport and Xcelence Lux.
Mii, Alhambra and Toledo have even more compact versions of Easy Move – all with metallic paint built into the price.
Richard Harrison, director of Seat UK, said: “Everyone used to think that having loads of choice was a good thing, but in fact people find it really difficult to understand all the permutations and options when buying a new car. We realised it was time for a change and that if we can help people get to what they want in an easier way, then they will enjoy the experience more.
“We have built Easy Move by looking at what options customers want and bundling them into neat packages that are really logical to understand.
“We talked with the dealers about their experiences selling Arona using Easy Move and the feedback was overwhelmingly positive.”
Removing options also helps with the complexity of WLTP, where individual options can change the CO2 output of a car.
Seat is the fastest-growing volume car brand in the UK, with half-year sales up 22%.