Páginas: 10 (2484 palabras) Publicado: 6 de marzo de 2012
History of SEAT
SEAT is a Spanish automobile manufacturer founded on May 9, 1950 by the Instituto Nacional de Industria (INI). 
It is currently a wholly owned subsidiary of the German Volkswagen Group, as a member of the now-defunct Audi Brand Group, together with Audi, Bentley,Bugatti, Lamborghini and Skoda and marketed as a car maker with a youthful sporty profile.
In 1986 the VolkswagenGroup acquired the majority shareholding of the participation of the Spanish State, becoming the sole shareholder.
The headquarters of SEAT are located at SEAT’s industrial complex in Martorell near Barcelona, Spain. By 2000 annual production peaked  at over 500,000 units, in total up to 2006, over 16 million cars have been produced  including more than 6 million from the Martorell plant, withthree-quarters of the annual production being exported to over seventy countries worldwide.
Today, the company launches its own models of cars in different markets in more than 70 countries worldwide in accordance with the development policies of the Wolkswagen Group, with almost three-quarters of its annual production representing exports for the markets out of Spain. Its core market remains Europe,while the most successful market outside of Europe in terms of sales for SEAT is currently Mexico, where the company has dealer presence in 27 Mexican states.

The product that I have chosen is the Seat Leon. It is a small family car within of the segment C.
Other small family cars on the market and competitors are the Citroen Xsara and Citroen C4,
the Ford Focus, the Honda Civic,the Fiat Bravo (2007), the Peugeot 307 and Peugeot 308, the Renault Megane and the Toyota Corolla and Toyota Auris.

There are two generations of the SEAT LEON, the first one from 1998 to 2006 and the second one from 2005 to present. The third generation of the Seat Leon is coming up and is expected in 2012.Recent "spy shots" of the 2012 León being road tested at night have revealed that, for thefirst time in the León's history, a 3-door model will be launched. According to SEAT sources not only a 3-door but also an estate model too shall be available in the range of the SEAT León's third generation, including Twin drive hybrid powered derivative versions.

Since its launch in 1999, more than 1 million SEAT León cars have been produced and sold in its two generations up to the present.model | 1999
| 2000
| 2001
| 2002
| 2003
| 2004
| 2005
| 2006
| 2007
| 2008
| 2009
| 2010
Total annual production | 6,080 | 93,123 | 91,939 | 93,606 | 96,536 | 90,850 | 98,130 | 126,511 | 120,630 | 96,761 | 66,368 | 79,462 |

Awards First Generation of the Seat Leon (1998-2006):
* 'Carro do ano' award in 2001, in Portugal 
* 'Most satisfactorycar of the Year 2007' in Poland, by the Polish magazine Auto Swiat

Awards Second Generation of the Seat Leon (2005-present):
* 'Red dot' award in 2006 
* 'Best Car of the Year 2009' for the import compact car segment in Germany, by the German magazine Auto-motor-und-sport
* 'Firmenauto des Jahres 2006', by the German magazine Firmenauto 
* 'Car of the Year 2006' in Denmark
*'Diesel Car of the Year 2006' in Scotland (for the 170 hp 2.0 TDI Leon FR)
* ‘Auto 1’ of the Year 2006 in Spain, by the ‘Auto Bild’ magazine
* 'University Car of the Year 2007' in Spain, by Spanish university students 
* 'Hellenic Car of the Year 2007' 
* 'GTI of the Year 2006–2007' in Greece for the SEAT León Cupra, by the Greek magazine 4-Trohoi 

The Seat Leon obeys the Lawof the Demand, if the price of the Seat Leon goes up the Demand goes down.
Below a graph showing the Demand curve for the Seat Leon.

The factors which influence the market Demand for SEAT Leon

The factors are:
1. The price of the good (P1)
2. The person’s income (Y)
3. The price of other goods, substitutes and complementary (Pog)
4. The person’s taste (T)
5. The price...
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