Exeo carves out new niche for SEAT

Launched earlier this week in the UK, the Exeo does two things for SEAT. It gives them a car for loyal customers to grow into as they progress through Ibiza and Leon. And it gives them a genuine contender to catch those forced to look for a cost-effective alternative to more expensive - some might say more prestigious - Audis, BMWs and Mercs.

SEAT is positioning Exeo in what it says is left field: an alternative to Mazda6, Citroën C5 and Renault Laguna.

With the VW Group heritage - in this case previous generation Audi A4 underpinnings and using the dashboard from the A4 Cabriolet - the Exeo starts with a winning combination of quality and value.

Anyone expecting the Exeo to feel like an A4 will be surprised. Tweaks to the suspension and steering give the Exeo a genuinely sporty SEAT-esque feel.

There are enough exterior styling changes, especially to the front which has SEAT's trademark arrow design nose, to make sure you won't confuse this car with any other in the VW family. Inside, it's very much as you would expect but with a remarkably generous level of standard equipment which includes Bluetooth, a first in this class of car. Seats are all-new and particularly comfortable and supportive.

Exeo marks the debut for SEAT of common-rail diesel technology - and diesel engines are expected to dominate sales. At launch, there is a choice of 141 hp or 168 hp 2-litre TDI engines or a 2-litre TSI petrol engine offering 200 PS. A third diesel engine, a 118 hp 2-litre TDI unit joins the line-up later this year. All engines are turbocharged and mated to a six-speed manual transmission. An auto ‘box for the petrol engine is scheduled for the end of the year.

Exeo is launched as both a saloon and estate - or ST in SEAT-speak - and although buyers can order the ST now, deliveries won't be until July. The saloon comes with a huge boot so space is not an issue.

The launch of the Exeo, achieved in a remarkably quick 18 months, is part of SEAT's strategy under current president Erich Schmitt to double global sales to 800,000 by 2018. You do that by selling more of what you have - difficult in the present climate - entering new geographic markets - equally difficult and costly - and adding new product to broaden the appeal of the brand.

With Exeo, SEAT has proved that the third way is probably the best and certainly the most cost effective.

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Credits: JRC