Firm will kick-start new look for its cars in March, to better stand out from other VW Group brands
31 October 2018

Seat will differentiate its cars from Volkswagen Group siblings with a completely new design language starting next year, according to design boss Alejandro Mesonero-Romanos. 

The new look will be previewed on a concept version of the next-generation Leon, which is due to make its debut next March at the Geneva motor show

Mesonero-Romanos told Autocar that, in future, Seat will drop the distinctive sharp creases that mark out the current line-up for a look that is more “about fullness”. 

He said: “We are going to be steering away from edges and lines. Using hard lines to express precision is something we have been doing since the Leon was launched in 2012. But we need to be more different to our colleagues in the VW Group. 

“There will be far fewer structured lines, the sort of lines that simply travel from A to B. There will be bolder sculpture, fullness with some tension. The sort of surfaces you have to touch in order to understand them completely. Something sensual.” 

Our Verdict

Seat Leon 5dr hatch

Seat's third-generation Leon is attractive and capable, but it can't quite reach the benchmark set by the imperious Volkswagen Golf

Find an Autocar car review

Driven this week

The new post-Dieselgate VW management has been “steering apart the group design languages”, he added. “There will be more design differentiation, so there is a bigger gap between the Golf, A3 and Leon.” 

Mesonero-Romanos also told Autocar that the VW Group’s new electric MEB platform will heavily steer the format of the upcoming Seat EV, because of its architectural fundamentals. 

He said: “We have a longer wheelbase, shorter overhangs, a higher hip point and bigger wheels, which means the vehicle will have deeper sides.” 

Even so, Mesonero-Romanos said he doesn’t think there should be a separate design language for EVs, so a future Seat EV will broadly fit into the same family look as the rest of the new-generation models. 

Seat has recently seen a revival in its fortunes after falling into the red a few years ago. In 2017, Seat sales reached 595,000 units, up 8.5% on 2016. Company revenue jumped 11% to nearly €1 billion (around £875 million) and profits were up 25% to €191m (roughly £167m). 

However, Seat’s profit margin of just 1.9% is still too low, so bosses must hope that last year’s Leon sales of 163,000 can be grown significantly with the new model.

Read more

New 2019 Seat Leon spotted with minimal disguise

Seat Tarraco flagship 'to be sportiest' in class

First drive: Seat eMii electric prototype

Join the debate

Comments
16

31 October 2018

SKODA

VW

AUDI

Topped off by Bugatti, Lamborghini and Bentley is surely enough of a tiered brand structure?

31 October 2018

See!

 

Too many VAG brands....

31 October 2018

That Lamborghini and Porsche should be merged as should Bugatti and Bentley...

 

I’m on a roll.....

31 October 2018
Thekrankis wrote:

That Lamborghini and Porsche should be merged as should Bugatti and Bentley...

 

I’m on a roll.....

You're on something, if you think it would make sense to merge Porsche and Lamborghini!! 

I drive one of the former, and would be 

31 October 2018

I was so incensed by this outrageous idea that I posted before finishing my comment!

Porsche and Lamborghini (and most of their owners) couldn't be more different.  The former is understated and discreet, the latter is all about brash showmanship.  I drive a Porsche and wouldn't be seen dead in a Lambo, although I am very happy they exist.

1 November 2018
Daniel Joseph wrote:

I was so incensed by this outrageous idea that I posted before finishing my comment!

Porsche and Lamborghini (and most of their owners) couldn't be more different.  The former is understated and discreet, the latter is all about brash showmanship.  I drive a Porsche and wouldn't be seen dead in a Lambo, although I am very happy they exist.

I wouldn't be seen dead in a horrible vulgar Cayenne and would rather a Lambo sports car.

31 October 2018

 If that’s the next Leon then it’s going to be invisible because it looks like just about any of the other Euro boxes getting churned out just now....

31 October 2018

They did 'fuller' before in the '00s.  We got the blobby 2nd gen Leon and various tubby Ibizas etc...   Wasnt a happy period.

31 October 2018

Might as well merge with Skoda and build a decent dealership network.   Skoda is the stronger brand now and can happily do the sporty stuff.   Badge obsessives will go VW or Audi anyway.   Seems Seat and Skoda are just chasing the same buyers;

31 October 2018

I find this strange. I think the horizontal creases on the  current Leon, Ibiza and Arona models do make them look different from the rest of the VW group, but the models which Seat haven't been allowed to alter (Mii, Ateca, Tarraco) have the typical group look. So Seat are now going to get rid of the feature which makes them look in any way distinctive?

Pages

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week