Seat Leon: one million times the chosen one
This week the third generation Seat Leon has achieved the million units sold mark since its launch in 2012.
Designed, developed and produced in Martorell, the current generation Leon has been built on the Volkswagen Group's modular MQB platform since the beginning. This platform involved an investment of 800 million euros at the time and meant an unprecedented leap in terms of technology.
With the Leon, production quality increased in line with the Group standards, and furthermore, it has consolidated 1,600 direct jobs at the factory and more than 6,000 in the auxiliary industry. The success of the Leon transformed Seat's recent history from a commercial and financial standpoint, and implied a qualitative leap in the perception of the brand image.
Likewise, the Leon also enabled increasing the profitability margin per Seat model, which contributed to turning the negative figures of 2012 (-149 million euros) to the best ever in the history of the company (profit after tax of 294 million euros in 2018).
Leon has been a key model for boosting sales in countries such as Germany or the UK, where SEAT deliveries have gone up close to 70% and 60% respectively since 2012.
The Leon is still Seat's top-selling model, and one out of every four cars sold by the brand in the first six months of 2019 was a Leon.