Come in and take a Seat

SINGAPORE — The story of Seat’s return to Singapore is almost an automotive love story. The brand’s revival by Vertex Euro Motors may have been based on a desire to expand the company’s portfolio, but it was more than a business decision. “It was more like love at first sight,” said Jon Tan, the brand’s sales and marketing manager.

The Seat showroom at Ubi Road 4 officially opens its doors today, but the courtship leading up to that began in 2013. Vertex, best known here for importing Chery cars from China, was searching for a strong brand they could represent, said executive director Sng Khai Hing.

THE CASE FOR A COMEBACK

“We zoomed in on Seat. I saw it at a motor show in China, and that was an eye-opener. The cars were exciting and sporty,” she said.

Yet, the Spanish car maker played it coy at first. Ms Sng said that during their early discussions, the factory was chiefly occupied with growing its sales in Europe, and had to be talked into making a return to this part of the world.

Vertex showed Seat officials that car sales would boom here, based on numbers from the Land Transport Authority that pointed to an expansion of the COE quota. “We convinced them that it was going to be a loss for them if they didn’t come in,” said Ms Sng.

Seat was last represented here by ComfortDelGro, and did not find a new importer when the latter quit the motor trade in 2003.

NEW KID ON THE BLOCK? NOT EACTLY

But Vertex sees the fact that it was once in Singapore as a plus for the brand. “We have some former Seat drivers who are very excited that the brand is back,” said Ms Sng.

Vertex has also invested heavily in the business. It has spent S$7 million on spare parts and aftersales equipment, and spent another S$1 million upgrading its showroom.

One thing is for sure, if drivers here feel as much affection for Seat as its importers do, the story of its relaunch may just have a fairytale ending.