Seat transformation starts; New products will begin to match the sportier brand image.(News)(ociedad Espanola de Automoviles de Turismo S.A.)

Automotive News Europe,  August, 2003  

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Seat's brand makeover from Spanish mass-market automaker to sporty Alfa Romeo rival is about to move from theoretical to actual.

It has been four years since ex-Alfa Romeo design chief Walter de' Silva arrived at Seat, and almost two years since Volkswagen decided to split its multiple brands into conservative and sporty groups linking Seat with Audi. Now VW's Spanish unit is ready to introduce the first all-de' Silva design, the Altea MPV, early next year. Other new models are shaping up in Seat's drive to reposition its brand image as a sporty, expressively styled carmaker ...

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