Highest sales units and market share ever
SEAT continued its growth trend of the last four years, and reached its highest sales figures with 20,637 units in 2016, showing a much higher performance than the rest of the market with an increase of 22% in the number of units sold. SEAT also raised its market share to 2.73% with successful product, communication, sales, and fleet strategies followed in 2016 with Leon, Ibiza, Ateca, Alhambra and Toledo models. SEAT increased its market share by reaching the highest number of sales in Leon and Ibiza models in its history.
Leon ranked second in the AHB segment, taking 13.11% segment share, and Ibiza raised its share in the A0-HB segment to 4.72%. Ateca, the first SUV that SEAT included in the model range in November closed the year with 188 units sold.
Euroleague Basketball Sponsorship
Within the scope of the ongoing Turkish Airlines Euroleague and Eurocup sponsorships, SEAT effectively reached the basketball target group by being present in all communication channels from classic to new media. Sponsorship of Darüşşafaka Doğuş Basketball Team also continued throughout the year.
With the contribution of the communication activities as well as sponsorship communications in 2016, SEAT increased its brand awareness by 12% compared to the year 2015.
SEAT's new website launched in 2016 aims at increasing customer benefits with its design, functionality and distinctive infrastructure. With the new website, the number of visitors increased by 56% year on year.
Television, newspaper, magazine, radio and digital channels were used to support the sales of Ibiza and Leon throughout the year. Communication of Ateca, the first SUV of SEAT, effectively continued in the second half of 2016.
Car entries into the SEAT Authorized Services reached 74,000, corresponding to 19% increase compared to the previous year with the effects of the growing vehicle park and service marketing activities in 2016. With the ongoing actions throughout the year, SEAT Authorized Services loyalty rates reached 64% and the after sales services customer satisfaction survey score reached 101.6 points with SEAT's customer satisfaction-oriented approach.
In 2016, SEAT Turkey won the "Absolute Winner" award, the highest prize of all categories in the Top SEAT People competition organized by SEAT S.A. among all Authorized Dealers worldwide, while also winning the second prize in the aftersales service consultant category.
The SEAT brand increased its passenger car sales 22% year on year, showing higher growth rate than the market, and broke a new sales record in the number of units sold. With the highest sales figures and biggest market share to date, the brand maintained its sustainable growth trend of the recent years