SEAT will have two spaces enabling visitors to live and breathe the brand, designed around a 4D experience and ‘Created in Barcelona’ theme.

At this year’s Paris Motor Show, which opens its doors to media this Thursday (public show days 1 to 16 October), SEAT will reveal a unique stand concept, which is set to deliver a completely different brand experience to anything that has ever gone before.

The Spanish brand will be displaying a surprising new stand format made up of two distinct spaces. Firstly, an interactive 4D amphitheatre where a continuous press conference will be held every 30 minutes, together with a car configurator that uses BitBrain technology to configure the SEAT Ateca that best suits users’ emotions. And secondly, an informal outdoor area designed for socialising, including a press centre and chill-out zone, among others, so that visitors can live and breathe the brand. 

The ‘Created in Barcelona’ theme will also feature prominently across SEAT’s spaces in Paris, highlighting qualities such as innovation, technology and urban design, all values shared by the car manufacturer itself and its home city of Barcelona.

The Ateca, the brand’s third pillar, will also play an important role in the French capital. SEAT’s successful first SUV is going a step further with an X-Perience showcar, which will be making its world debut. The Ateca X-Perience, inspired by Mediterranean culture, shows its most adventurous, off-road side and is an exercise that demonstrates the possibilities of the Ateca family and its future potential.

SEAT is also undergoing a process of transformation to become a brand that focuses on offering easier, more accessible mobility solutions. This transformation will modify the company’s vision for the future, its concept of mobility, products and services, as well as structures, procedures and internal teams.

The Paris Motor Show coincides with SEAT consolidating its financial results, as well as the beginning of its largest ever product offensive. The Barcelona-based brand is steadily progressing towards sustainable profitability and expects to close 2016 with positive earnings, after obtaining a half yearly operating profit of 93 million euros, 77% more than in the same period last year. Following the Ateca, SEAT will launch three new models in 2017, including a new SUV crossover which will be developed and manufactured in Martorell.