SEAT is 40 years in the Netherlands: remember the Ronda?

SEAT: Sociedad Español de Automóviles de Turismo S.A.

Four decades of SEAT in the Netherlands actually began with the international launch of the SEAT Ronda in 1983, with which the Sociedad Español de Automóviles de Turismo S.A. began its export activities.

Scoop for the Netherlands

The Netherlands bit the bullet and became the first country outside Spain where the brand was represented, through the then SEAT importer Nibhart Car. In that first year, it already sold 1,152 Rondas in our country, of which a total of nearly 6,400 crossed the country’s borders.

Fura and Ibiza

The SEAT Fura followed in 1983, but it was mainly the Ibiza launched in 1984 that really put the SEAT brand on the map in the Netherlands. The success of that model caused the Dutch dealer organization in the Netherlands to expand rapidly to a nationwide network of SEAT branches. This, incidentally, was largely under the direction of the new SEAT importer Pon Car, which took over the brand’s import business from Nibhart Car in 1986.

First-generation Ibiza a success story

Of that first-generation Ibiza alone, SEAT sold more than 42,000 cars in the Netherlands. The arrival of the second, third and fourth generation Ibiza made it clear that the Ibiza is still popular. Other highlights from the period up to 2000 included the SEATs Malaga, Marbella, Toledo, Alhambra and Arosa.

Success SEAT Leon

Starting in 2000, however, after the Ibiza, it was mainly the SEAT Leon that really established the brand’s position in the Netherlands. Based on Volkswagen technology and equipped with a sporty design and above-average equipment, the Leon made SEAT a popular choice in the compact mid-range segment, especially among business drivers.

SUV offensive

In recent years, you know SEAT mainly as a producer of several compact SUVs, think of the Ateca, Arona and the Tarraco. This trio now accounts for a substantial portion of Dutch SEAT sales. Who remembers the Mii? The 100% electric Mii electric was SEAT’s first all-electric production car. By the way, the Mii is no longer being built.

Motorsport Activities

SEAT was also active in motorsports. For example, in the World Touring Car Championship (WTCC), in which the Dutch SEAT importer competed for many years with its own “SEAT Team Holland” and driver Tom Coronel. And before you know it, 40 years have passed. Here are some more historical highlights of 40 years of SEAT in the Netherlands.

40 years of SEAT in the Netherlands: historical highlights

1983: SEAT debuts in the Netherlands. Then-importer Nibhart Car launches the SEAT Ronda.
1984: SEAT Fura becomes the second SEAT model in the Netherlands after the Ronda.
1984: First-generation SEAT Ibiza sees the light of day and grows into SEAT’s best-selling model ever.
1985: Malaga strengthens SEAT model range in the Netherlands, sales milestone of 10,000 SEATs sold in the Netherlands is reached after only two years, SEAT commercial vehicles start.
1986: Pon’s Automobile Dealership acquires SEAT import activities from Nibhart Car and further expands distribution network in the Netherlands.

1987: SEAT Marbella based on successful FIAT Panda in Dutch showrooms, new SEAT Terra strengthens light commercial vehicle lineup.
1991: SEAT debuts in middle class with first-generation Toledo.
1993: Second-generation Ibiza continues success of first generation.
1994: Dutch model program SEAT is further broadened with the new Cordoba.
1996: Debut SEAT Alhambra, SEAT Inca arrives in the Netherlands as the new small delivery vehicle.

1997: SEAT expands lower end model program with SEAT Arosa city car.
1999: Second-generation Toledo really puts SEAT on the map in the business middle class, also the car with which Tom Coronel later debuts for SEAT in the World Touring Car Championship.
2000: SEAT sets foot in the compact middle class with the Leon, the second best-selling model in the Netherlands ‘to date’ after the Ibiza. The year 2000 is also the best sales year for SEAT in its Dutch history with a total of 24,249 cars sold (yellow and gray license plates).
2001: SEAT achieves its highest ever market share in the Dutch passenger car and light van market at 3.7%, third-generation Ibiza is in the starting blocks.
2002: New version of the Ibiza-based four-door Cordoba makes its appearance.

2004: Debuts SEAT Altea and new Toledo based on successful SEAT Leon.
2005: Second-generation SEAT Leon earns SEAT a large following of business drivers and later creates a furor in the World Touring Car Championship as the first race car with a diesel powerplant. It became the weapon of SEAT Team Holland and Tom Coronel, among others.
2005: SEAT enters into long-term partnership with the world’s best DJ Armin van Buuren.
2006: Altea XL Station Wagon offers SEAT buyers even more space.
2008: New generation Ibiza 5-door in the showroom, followed by the 3-door SC and later the ST.

2011: Record number of 13,500 Ibiza 1.2 TDIs with 14% additional tax rate sold.
2012: SEAT makes a return to the class of small city cars with the SEAT Mii.
2013: The third-generation SEAT Leon makes its appearance as a 5-door and for the first time also as a three-door SC, followed later in the year by an ST station wagon. SEAT sells as many as 6,500 Leons 1.6 TDI with 14% additional tax rate that year.
2014: Dutchman Patrick Wuijts is named the world’s best SEAT mechanic.
2016: SEAT launches a comprehensive SUV offensive with the Ateca and Arona, followed in 2019 by the Tarraco.

2019: With the Mii electric, SEAT launches its first-ever 100% electric production car.
2020: The fourth generation of the SEAT Leon debuts in the Netherlands.
2021: SEAT introduces the fourth-generation Ibiza and SEAT online sales.
2021: The new brand campaign “Beat the Expected” reflects the SEAT of the “twenties.
2022: SEAT launches flexible monthly subscription.