The head of Seat UK is confident the expanding brand will beat its record this year despite tough market conditions as new models and competitive finance offers bring customers to its dealerships.

“This year will be tough. Officially we’re in recession again, so we don’t anticipate big changes to that. So it’s about what we do to attract the people that are in the market. Seat will do okay, we will improve position over the year,” brand director Peter Wyhinny told AM.

He said the brand’s positioning was low deposit and low, reasonable monthly costs. The message Seat is communicating to consumers is that it is accessible for small budgets.

The revised Ibiza has just gone on sale with no price increase over the previous model, and starts with a PCP offer of £199 deposit and £199 monthly payments.

For more of this interview with Peter Wyhinny see AM Magazine published on April 27.