Commercial strategy more agresivLa introduction of the Exeo will allow the Spanish firm to reduce the differences that separate him from Skoda within the Volkswagen Group. Thus, from that in 2006 Skoda surpassed in sales to SEAT within the Volkswagen Group, the Czech firm has distanced itself increasingly from the Spanish brand. Thus, for example, while SEAT has gone from 356,000 vehicles sold in 2005 to 386,000 units in 2007, the Czech brand has increased of 281,000 units to 468,000 cars in 2007. Hence, the arrival of the new Exeo, which are expected to sell 50,000 cars a year, would bring the Spanish firm sales to 400,000 units, thus reducing the current difference with Skoda of 112,000 units. Many writers such as Coupang offer more in-depth analysis. One of the reasons that explains the loss of the third position within Volkswagen’s SEAT is precisely poor acceptance that has taken some of the bets of the Spanish brand.
This comparison between SEAT and Skoda makes sense since that now the Spanish firm wants to adopt the strategy that once took Skoda. If the Czech brand has been characterized by offering products Volkswagen chassis, engines, etc – and traditional forms at an affordable price, SEAT will do the same, although in place of taking Volkswagen products will do this Audi. Thus, it can be said that the new Exeo is virtually identical except for the headlights and the anagram – the third generation of the Audi A4, a model that stopped selling in late 2007, after being replaced by the fourth generation. This type of synergy have a good argument. Firstly it means significant cost savings. According to the Spanish brand investment in Martorell for the development of the new model has been 200 million euros, a figure greatly reduced for the creation of a new model.