Volkswagen to halt SEAT imports

“Current and expected circumstances make the ongoing importation of a niche brand in the South African market non-viable,” explained Mike Glendinning, Director of Sales and Marketing, VW of SA.

“Volkswagen of South Africa will continue to provide comprehensive after sales support for the 2,600 SEAT models sold since launch in June 2006.

“SEAT customers are currently being informed that continued after sales service will be offered by a dedicated group of Volkswagen dealerships in South Africa.

“These dealerships currently service SEAT vehicles. All warranties, service plans and roadside assistance relevant to the SEAT Brand in South Africa will be honoured.

“Of paramount importance to us is the continued after sales care of our existing SEAT customer base. We will offer all existing SEAT customers a preferential deal, on the purchase of a new Volkswagen,” he said.

Bizcommunity.com Motoring Editor writes:

The SEAT brand is popular in Europe where the cars are priced below Volkswagen models, but the “Spanish Volkswagens” (as they were dubbed locally), never really caught on in South Africa.

Although SEAT has a young, sporty image, it was priced totally wrong for the local market.

Initially VW pitched the SEAT brand between Volkswagen and Audi in terms of pricing - a move which was widely criticised by local motoring journalists.

With sales remaining low and static, VWSA eventually bowed to the buying market and lowered its prices, but it was a case of too little, too late.