Carsten Isensee is stepping into the driver’s seat at Barcelona-based car manufacturer SEAT just as the company hits top gear. With car deliveries increasing by 10.9% last year, sales are at their highest level in history.
Acting president at SEAT since early January, Isensee now faces the greatest challenge in his distinguished international career: maintaining SEAT’s momentum and preparing the company for the era of electrification, smart mobility and digital services.
How is SEAT outperforming the rest of the European car market?
The introduction of SUV models has been key to our growth in the last three years. In 2019, nearly 45% of our sales were either an Arona, Ateca or a Tarraco. The success of these models has improved our brand image. We are now seen as a young, cool, high-quality car company. Our customers are 10 years younger than the average European car buyer. People love our vehicles, not just in our home market in Spain but all over Europe. For example, sales have almost doubled in Germany in the last seven or eight years.
“We are at our best moment, looking to the future with confidence”
Carsten Isensee, acting President, SEAT
What are the main challenges for 2020?
The market outlook for 2020 is unpromising. Buyers are uncertain and the new emissions regulations in Europe may weaken demand. SEAT is on the right track with our new products and the models planned for 2020, such as the new-generation Leon that we have just unveiled. We have invested more than 1.1 billion euros in the Leon to take it to the next level for design, connectivity and efficiency. The Leon and the electric models we are going to launch this year will help us achieve our goals and outperform the market.
How is SEAT preparing for electrification?
There will be a plug-in hybrid electric version of the Leon, a plug-in hybrid version of the Tarraco and the all-electric SEAT el-Born, the brand’s first electric vehicle manufactured on the MEB — the Modular Electric Platform of the Volkswagen Group. Plug-in hybrids are ideal for people who want to go electric but are still a little uncertain or are concerned by the availability of recharging infrastructure. At SEAT, our mission is to manufacture electric cars which have the design, the performance and the cost to encourage people who are still hesitant about buying an EV. The transition is only a question of time.
What new mobility services is SEAT developing?
SEAT was chosen in 2019 as the lead brand within the Volkswagen Group for urban micromobility. We have rolled out a car-sharing service in Madrid and Barcelona, and this year we will launch an e-scooter — a 100% electric motorcycle.
We want to provide a total mobility offer for our customers, whether they are buying an electric vehicle from SEAT, subscribing to our car-sharing service or using a scooter for the last leg of a city center journey. Our vision is for SEAT to be on the front line of the urban mobility revolution
