When it goes on sale in China next year, the Leon is expected to bring a new driving experience and Spanish flair to local customers. Photos Provided to China Daily

SEAT, the Spanish automaker, is appearing at the China (Guangzhou) International Automobile Exhibition with three concept cars and three star models.

The three concept cars - IBL, IBE and IBX - debuted together for the first time ever. They represent SEAT's future design language for B class, A class and entry-level SUVs.

Also unveiled for the first time were two other eagerly anticipated auto show stars: the Chinese versions of sporty Leon Cupra and Leon FR .

SEAT is an independent brand owned by German auto giant Volkswagen Group.

As the event opens today, SEAT is providing insights into its new business model and all-new customer experience designed for China.

According to Weiming Soh, management board member and executive vice-president of Volkswagen Group China, the SEAT brand will be launched in China in 2012.

"At that time, all seven Volkswagen Group brands will have entered the Chinese market. As a member of Volkswagen Group that maintains its own unique brand positioning, SEAT has the full support of Volkswagen Group: Models by SEAT will carry Volkswagen's TSI + DSG powertrain, as well as a strong sense of Spanish design in appearance and interior decor" Soh said.

James Muir, CEO of SEAT, also introduced the unique features of the brand at the show:

"We already know that Chinese consumers are attracted to European cars and, in particular, high-quality vehicles which deliver a dynamic driving experience.

"As part of the Volkswagen Group, SEAT clearly delivers in these key areas - giving SEAT an opportunity to meet the needs of Chinese buyers. But we have something that other European brands in China don't have: we are Mediterranean."

'Enjoyneering'

Muir also discussed SEAT's "Enjoyneering" brand claim - a creative combination that brings together art and technology.

"SEAT's unique mix of creativity, design flair and dynamic driving pleasure combines with the highest standards of technology, engineering, quality and durability. We call it Enjoyneering," Muir said.

Design driven

SEAT believes that design brings technology to life. Its design center in Spain makes every effort to ensure every detail is perfect and its cars blend seamlessly into the lifestyles of its customers.

All models that SEAT has exhibited boast broad yet taut proportions and clean lines.

The SEAT family arrow appears repeatedly on the head, bonnet and front skirt. Sporty designs with an exceptionally dynamic and self-confident look and feel clearly convey the quality and precision that SEAT pursues.

Dynamic

SEAT was born for driving pleasure and passion. At the Guangzhou auto show, the brand exhibited two Leons, two Ibizas and one Alhambra, all equipped with Volkswagen Group's golden combination of TSI engines and DSG transmissions.

Two Chinese versions - the sporty compact Leon FR and Leon Cupra - will be launched on the Chinese market in 2012.

The Cupra is fitted with a 2.0TSI + DSG with a maximum power of 211hp and a 0-100km/h acceleration of 6.9 seconds. The Ibiza subcompact is another key product that SEAT will offer to Chinese consumers next year. The Ibiza Sport has a 1.4TSI engine and DSG transmission and provides 180hp in power.

Young spirited

Consumers of SEAT in China will be young people, who are full of passion and energy, and who pursue their individual paths and enjoyment. And to better meet the demand of its potential customers, SEAT aims to provide unique purchasing experience starting from the design of its showrooms.

Dealer network

In 2012, SEAT will launch an independent dealership network in China, and 15 dealer showrooms will be completed in cities that have the greatest potential, while SEAT dealers will be selected from current Volkswagen Import car dealer network.

In order to improve the dealer management and brand management, a centralized dealer management system will be implemented, from salesperson recruitment to behavior and service training, and as well as standards for after sales training.

The SEAT showrooms in China will be the first in the world to introduce SEAT's new brand identity. SEAT deeply value China's consumers so it is bringing the newest design concept to China first.

They will beam with passionate Spanish style, allowing consumers to get to know SEAT models - as well as the automotive lifestyles in Spain - through a full sensory experience that combines sight, hearing, smell, taste and touch.

Such experience is unique to SEAT across the globe and will provide an all-new experience for the Chinese market. In 2012, Chinese consumers will enjoy an indelible impression of this singular auto brand from Spain.

SEAT, with its remarkable product performance, customized customer experience, and quality-focused dealer network, is poised to excel in the Chinese market.