According to recent reports, Spanish car company and Volkswagen subsidiary SEAT is planning to make it big in China this year. SEAT will introduce a small range of models in the country for the first time later this year, as well as showcase a number of models at Auto Shanghai 2011.
The Chinese automotive industry has experienced an unprecedented boom in the past couple of years. Large luxury sedans have been especially popular, with luxury German cars among the most popular new entrants into the market.
Although SEAT’s current range comprises mainly small cars, such as the SEAT Ibiza and Leon, the company is reportedly planning to release the SEAT Exeo (based on the Audi A4) in China as well.
SEAT hopes the brand will present a unique European personality to the market, which would also be supported by Volkswagen and Audi’s premium heritage. SEAT Chairman, James Muir, said in a recent report,
“The Chinese market offers a great opportunity. SEAT is synonymous with design, being young in spirit and sportiness, attributes which are greatly appreciated in China.”
SEAT will start by introducing a number of sporty versions of the SEAT Ibiza and Leon marketed towards the younger generation soon after Auto Shanghai 2011.