Seat – Altea XL: Toys

Client: SEAT
Brand: ALTEA XL
Campaign: Toys
Category: Automotive



SUMMARY

MPVs are everywhere you look: Ford C-Max, Renault Scénic, Citroën C4 Picasso, VW Touran, Opel Zafira and Toyota Corolla Verso are just some of the players in this fast-growing segment. So when SEAT joined the race in 2004, the key question was: how will we position our MPV? After all, SEAT appeals to a very specific kind of driver – even those who choose the most economical SEAT see themselves as racier than the rest.

But both SEAT and its fans had a hard time with Altea. No fewer than three different campaigns with three different selling messages were aired in Altea's first two years of life. The good news: despite mixed messages, Altea sales grew steadily to over 5500 per month in 2005. The less good news: at the beginning of 2006 sales started sliding, and soon they were off by almost 20%.