Company car drivers have formed a substantial part of the Ateca’s success since its launch in 2017. Of its total 9,467 registrations in 2018, 52% were to business and fleet customers.
Seat’s keen pricing shows a desire to continue that momentum in 2019. Its first-quarter finance offers give business customers the opportunity to run an Ateca SE Technology for three years on contract hire for as little as £199 a month after a £1,194 initial rental.
Contrast that with the £1,595 initial rental and £266 a month that Volkswagen requires from business customers who want to contract-hire a Tiguan SE Nav – identical under the skin – over the same period. While Seat doesn’t have the same brand perception as VW, it has a clear opportunity to tempt businesspeople who would rather save £1,200 a year.
And the savings could be even bigger. Ateca SE Technology comes with metallic paint, 18in alloys, full LED headlights, 8in touchscreen with sat-nav, dual zone climate control, and park assist. Comparing the spec lists at retail prices, the Tiguan SE Nav has the same touchscreen and similar alloys, and tri-zone climate control, but Volkswagen charges an extra £580 for metallic paint and a further £1,375 for those LED headlights.
So while the two brands are from the same family, and dealer groups often represent both, Seat sales executives should keep looking at their local SME market. They have a compelling, value-based message to share.