Seat ditches optional extras across range 13 | 08 | 2018
SEAT HAS INTRODUCED what it calls a “revolutionary car-buying strategy” across its whole range. The programme has been launched across its Scottish dealership network, Not only is the Barcelona-based carmaker giving customers free metallic paint, but it’s moved its entire model range to fixed trims. This removes the need for buyers to add options.
First introduced on the Arona, the programme — labelled Easy Move — is a response to what the company says is the changing consumer habits and to the needs of Millennials. (Related: Hot Ateca SUV launches new Cupra)
In Seat’s new simplified world, buyers are presented with three steps: colour, engine and trim level. All new Ibiza, Leon, Arona, and Ateca, trim levels begin with SE, and move into comfort-based Xcellence and sporty FR.
But Easy Move adds three further trim levels which cater for customers who would previously have added options: SE Technology, FR Sport and Xcelence Lux. There’s even more compact versions of Easy Move — all with metallic paint built into the price — available on the Mii, Alhambra and Toledo.
“Everyone used to think that having loads of choice was a good thing,” Richard Harrison, director, Seat UK, said, “but in fact people find it really difficult to understand all the permutations and options when buying a new car. We realised it was time for a change and that if we can help people get to what they want in an easier way, then they will enjoy the experience more.
“We have built Easy Move by looking at what options customers want and bundling them into neat packages that are really logical to understand. We talked with the dealers about their experiences selling Arona using Easy Move, and the feedback was overwhelmingly positive.
"When you add on the industry complexity of WLTP (where individual factory options could change the CO2 output of the car) and you look at where consumer trends are going, it makes complete sense. I would be surprised if we didn’t see a number of competitors following Seat UK in this.”
Harrison added that one of the biggest selling points of Eeasy Move is that every car comes with free solid, metallic or special paint.
“People want their car to look its best,” he continued, “and a lot of people take exception to the tradition of charging extra for metallic paint.
“Generally people are pleasantly surprised at how much equipment comes with the trim packages and they understand they can choose the car in whatever colour they love, making it a really compelling offer.”
Related: Roadtest — Seat Ibiza SE 1.0TSI
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Jim McGill