Seat wants to increase the influence prospective buyers have in the design of its new models, as it believes more customer research leads to an increase in new ideas.
Speaking at the launch of the new Seat Mii by Cosmopolitan (pictured), a special-edition model designed in conjunction with the leading fashion publication, Seat’s head of global marketing, Susanne Franz, said the method was good for fulfilling less obvious customer needs.
“The most social thing you can do is invite people in and let them be a part of the decision-making process,” she said. “The market is so fragmented now that research is becoming more and more important.”
Franz said the final design of the Mii by Cosmopolitan was chosen by 30 women, all of whom had been invited via Cosmopolitan magazine. She said those people helped to decide what look, feel and finish the model was given, and the results made for a better-targeted car.
Seat’s director of design, Alejandro Mesonero, added that this method of research is particularly important for designing cars that target women buyers.