Seat's hotly anticipated first SUV may prove so popular that demand could outweigh supply when the car is launched, according to Seat's UK boss
Jim Holder
2 August 2016

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.

Seat Ateca X-Perience arrives in Paris 

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.”

UK dealerships will have the new Seat Ateca available to view from early September, with pre-orders available now.

Our Verdict

Seat Ateca

Seat's first attempt at building an SUV is a cracker and knocked the Nissan Qashqai off its perch in the process, so we discover what makes the Ateca our class leader

Join the debate



2 August 2016
"Autocar" wrote:

Prices start at £19,590, but sales are being led by the £21,995 Seat Ateca First Edition

Actually starts at £17,990 per the SEAT web site (SE starts at £19,590). Base model is fine if you don't need cruise control or parking sensors...

2 August 2016
I mentioned before about how low the price is, compare it to the forthcoming Q2 and you're see just how cheap.

typos1 - Just can’t respect opinion

2 August 2016
Actually after posting I looked at the Audi website and despite the fact it was meant to be on sale by now they've recently removed the starting price and replaced it with TBC. Emmm have Audi realised they were being a bit greedy with the price. They've still got the problem that it has to be more expensive than the A3

typos1 - Just can’t respect opinion

2 August 2016
Sounds more like a sales advert than a report.

I presume that if they're so popular their allocation will already be sold out?

2 August 2016
... so, head of the operation selling these things predicts demand to outstrip supply, but that's good for residuals, making it an even better buy. And this is news?! Shameless promotion.

Wide cars in a world of narrow.

2 August 2016
No comment

2 August 2016
On the other hand, supply could far exceed any demand as Europe falls apart, Spain's economy disappears further down the tube, UK enters recession and Sterling exchange rates cause imports to leap up in price...
Warning: shares can go down as well as plummet. Your life may be at risk if you do not keep up repayments.

“Today, there are three kinds of people: the have’s, the have-not’s, and the have-not-paid-for-what-they-have’s.”
-Earl Wilson

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