SEAT is investing in its dealer network across the UK in a bid to turn around its poor results in consumer surveys.
The Spanish brand’s UK director Neil Williamson has said he will be working with his dealers to give them a fresh look after securing investment from head office.
Seat suffered a disastrous result in Auto Express’ Driver Power owner survey where it finished last with readers voting the brand’s network the worst for workmanship, technical knowledge, cleanliness and atmosphere.
‘We spoke to dealers at a director forum in the summer and showed them the survey results,’ Williamson told the weekly car magazine. ‘We need to address it and have started to. It’s never good news to get a bad survey result.’
A spokeswoman for Seat told Car Dealer that the refresh has just started in the dealer network. It includes signage as well as interior and exterior improvements. The first dealership that meets these new standards will be opened early in the new year.
‘Our dealerships are 14 years out of date,’ Williamson told to Auto Express in the latest issue. ‘The biggest win when you reinvest in premises is how staff feel about working there. When they feel good, guess what? The customer service improves.’
Seat has been enjoying sales success in recent months. In October the brand registered 18 per cent more cars than the previous period in 2013 and so far this year the brand is 20 per cent up, according to the latest figures published in Car Dealer.
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