May 30, 2017

  • SEAT and Red Bull deliver the handover of the future
  • ‘Striker’ sales force receives next-gen virtual handover using VR Gear and latest Samsung smartphone
  • Feature-rich, affordable Leon impresses against competitors
  • Bespoke specification includes Rear-view camera, tiredness recognition system and Electric folding mirrors

SEAT has given a glimpse into the future of car buying, after giving a virtual handover to 42 new SEAT Leon owners at Red Bull.

With both companies renowned for their innovation, SEAT and Red Bull took the opportunity to utilise virtual reality technology, giving drivers a unique virtual tutorial.

Using a VR Gear headset and the latest Samsung smartphone, the drivers were given a personalised video tour of their brand-new Leon hatchbacks, delivered by experiential marketing agency, Blue Square Marketing.

With the new vehicles to be delivered at a later date, the VR experience was an opportunity for the drivers to immerse themselves in their new cars without them present.

A comprehensive handover can take time but the three minute virtual tour, which can be re-watched if needed, covered all of the car’s features; from the major controls, to the in-car technology including the latest Full Link infotainment system.

The all-new SEAT Leon, which has only just been launched in the UK, will power Red Bull UK’s Field Sales ‘Striker’ sales force, following a recent agreement.

David Oliver, Procurement Manager at Red Bull UK commented: “With primarily younger drivers in our ranks, it was a great opportunity to put a modern, innovative spin on the traditional car handover, and get 42 drivers swiftly acclimatised with their new cars.”

Peter McDonald, SEAT UK Head of Fleet and Business Sales, added: “It’s gratifying to be working with such a high profile consumer brand. The new Leons joining its fleet prove how strong the car is; bringing a winning combination of accessible technology, practicality and low running costs.”

“As a brand we are always looking to try new things to deliver the best experience possible for customers, and with this we’ve been able to bring an extra level of excitement and immersion to heighten the car buying experience.”


SEAT is the only company that designs, develops, manufactures and markets cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting 81% of its vehicles, and is present in over 80 countries through a network of 1,700 dealerships. In 2016, SEAT obtained an operating profit of 143 million euros, the highest in the history of the brand, and achieved worldwide sales of nearly 410,000 vehicles.

SEAT Group employs more than 14,500 professionals at its three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza and Leon. Additionally, the company produces the Ateca and the Toledo in the Czech Republic, the Alhambra in Portugal and the Mii in Slovakia. 

The multinational has a Technical Centre, which operates as a knowledge hub that brings together 1,000 engineers who are focussed on developing innovation for Spain’s largest industrial investor in R&D. SEAT already features the latest connectivity technology in its vehicle range and is currently engaged in the company’s global digitalisation process to promote the mobility of the future.

For more information, please contact:
Andy McGregor, Head of Press and Public Relations
01908 548 077; 07956042400;

Mike Gale, Product Affairs Manager
01908 548 069; 07788 339 722;

Holly Williams, Media Relations Manager
01908 548 078; 07738 897 319;

Katie Mardle, Press Fleet Manager
01908 548 364; 07983 537 247;