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Source: Motor1
I get why this is happening since Skoda and SEAT appear to be stepping on each others toes nowadays, with the former being more popular. But is it really possible to move the SEAT brand to the sporty and premium side of the market? That's pretty much the purpose Audi serves in the VAG portfolio.
Everybody seems to be obsessed by Alfa Romeo these days. Hyundai, for example, wants to become a “sexier” brand than the Italian company, while – according to Volkswagen Group boss Herbert Diess – SEAT should be transformed into a direct competitor to Alfa.
"Young, sporty, desirable, emotional - this is how we are positioning SEAT a little higher," Diess commented to Automotive Newsrecently. "Today, SEAT has a much better product mix than just a few years ago and has the youngest customers in the group network. I believe this brand still has plenty more potential.”
VAG’s new CEO wants SEAT to appeal to people who are young and don’t remember Alfa Romeo’s glory days. That way, the Spanish manufacturer will widen its market scope and attract new-to-the-brand clients.
"For people our age it is a fantastic brand, but ever since I can remember Alfa has been on the decline," Diess added. “Ask a 25-35 year old about Alfa, they are at a loss, they have no idea what Alfa is.”
Diess wants to reposition the brands within the Volkswagen Group’s portfolio. Volkswagen will remain the core volume marque, while Skoda will continue to be a value-driven and slightly more affordable alternative to the German brand. SEAT will take the role of the sportiest unit, especially with the newly-launched Cupra separate performance brand.
I get why this is happening since Skoda and SEAT appear to be stepping on each others toes nowadays, with the former being more popular. But is it really possible to move the SEAT brand to the sporty and premium side of the market? That's pretty much the purpose Audi serves in the VAG portfolio.