The success of the Leon transformed SEAT's recent history from a commercial and financial standpoint, and implied a qualitative leap in the perception of the brand image. Likewise, the Leon also enabled the increase of profitability margin per SEAT model, which contributed to turning the negative figures of 2012 (-149 million euros) to the best ever in the history of the company (profit after tax of 294 million euros in 2018).
SEAT closed 2012 with a total of 321,000 cars sold, nearly the same amount of vehicles delivered in the first six months of 2019 (314,300). Furthermore, the Leon has been a key model for boosting sales in countries such as Germany and the UK, where SEAT deliveries have gone up by almost 70% and 60% respectively since 2012. The Leon is still SEAT's top-selling model, and one out of every four cars sold by the brand in the first six months of 2019 was a Leon.
The Leon was the first car in its segment to feature the iconic headlamps equipped with full LED technology which, together with the blisters on its dynamic chassis, gave it personality and a sense of sportiness. The gradual implementation of the latest technologies such as SEAT Full Link and, more recently, the digital cockpit and wireless charger provided customers with connectivity and convenience inside the vehicle. These advances have all enabled the Leon to create its hallmark on the industry.
At the beginning, SEAT presented this family car with three body types: three-door, five-door and estate, which was later joined by the X-PERIENCE version in certain markets. The SEAT Leon is currently commercialised with the five-door and estate body types, equipped with petrol, diesel and the sustainable compressed natural gas engines (depending on country), as well as a CUPRA version.
SEAT Vice-president for Sales and Marketing and CUPRA CEO Wayne Griffiths emphasised that “the most prominent aspect of this third generation of the SEAT Leon is the wide acceptance that it still has in the market, even after seven years. In 2017, the current generation of the Leon achieved its record with 170,000 cars sold and now in 2019, we are still confident that it will maintain its volume at a high level close to this figure. The Leon has been, is and will continue to be one of the most relevant models for both SEAT and CUPRA. Its different body types and versions make it the most multi-purpose and versatile car of the brand.”
Did you know that…?
SEAT is the only company that designs, develops, manufactures and markets cars in Spain. Member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting 80% of its vehicles, and is present in 80 countries on all five continents. In 2018, SEAT sold 517,600 cars, the highest figure in the 68-year history of the brand, posted a profit after tax of 294 million euros and a record turnover of close to 10 billion euros.
The SEAT Group employs more than 15,000 professionals and has three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza, Arona and Leon. Additionally, the company produces the Ateca in the Czech Republic, the Tarraco in Germany, the Alhambra in Portugal and soon Mii electric production will start 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.
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