Demand for the Seat Ateca is likely to outstrip supply when the car reaches showrooms in September, UK boss Richard Harrison has cautioned.
“We’ve got limited supply this year," said Harrison. "I suspect the positive reaction will mean that demand outstrips supply throughout 2017, too. We are fighting with the factory for more cars, but the positive side of this equation is that demand will keep residual values high, and that just makes Ateca an even more appealing proposition.
The Nissan Qashqai-rivalling Ateca has received almost universally positive reviews as it launches into the booming SUV sector. Prices start at £17,990, but sales are being led by the £21,995 Seat Ateca First Edition, a limited-run version of the car designed with the input of a public vote.
The Seat Ateca First Edition sits above SE and alongside the comfort-orientated Xcellence models and majors on tech and exterior style upgrades. These include a colour touchscreen with sat-nav and DAB radio functionality, keyless entry (including an electric tailgate that opens automatically as you approach the car), rear parking sensors and parking camera, tinted rear windows and upgraded 18in alloys. Seat says the equipment is worth £3500 but that it is charging only £2400 for it.
Steve Catlin, Seat’s head of sales operations, added: “It’s been a fascinating experience seeing first-hand what customers want on their cars. That has helped guide us for future specs, as well as create an early edition of the car that we know will hold strong residual values because the public demand will be high for the car.”