Weiming Soh (above), executive vice-president of Volkswagen Group China, and James Muir (below), CEO of SEAT, talked about the SEAT's plans as it arrives on the Chinese auto market. [Photos Provided to China Daily]

Spanish automaker SEAT appealed to range of the senses on Nov 21 at the Guangzhou auto show as it presented at an event called SEAT Night a passionate flamenco dance and matador-themed fashion show along with wine, food and perfume from the Mediterranean country.

As a flamenco guitar piece ended and the lights dimmed, audience emotions were once again stirred - by a red SEAT Leon car slowly moving into the spotlight.

At a news conference prior to the event in the same day, the company gave Chinese consumers a clear message - SEAT, a brand owned by German auto giant Volkswagen Group, is coming to China.

The sporty car is on exhibition at the ongoing Guangzhou Auto Show as a prelude to its launch next year in China.

Also on show are two other volume-produced models - the Ibiza and Alhambra - as well as the IBL, IBE and IBX concept cars.

Two Leon models - the Cupra and FR - are special versions tailored to meet Chinese consumer tastes.

Even before its debut at the Guangzhou show, the Leon was already attracting the attention of young consumers in China. Netizens call it the "matador", "red chili" or "small canon".

Such reactions align well with SEAT's proclaimed image as a young-spirited brand that caters to energetic, passionate young people.

During SEAT Night, Weiming Soh, management board member and executive vice-president of Volkswagen Group China, summarized his view of the brand's target customers.

"They were born in the 1980s and now have several years of work experience. They are well educated, with an appreciation of art and design, they know how to enjoy life and understand finances. They believe in themselves rather than following the crowd. And they work hard and have fun."

James Muir, CEO of SEAT, further explained SEAT's 'young-spirited' brand value.

He said although SEAT's target consumers are the young people, it does not mean the brand is only suitable for the young generation.

"The brand value has nothing to do with age, it is about a spirit that keeps people young and energetic," Muir said.

Soh said what SEAT uniquely offers to those future car owners is an all-new experience - "Enjoyneering".

He explained that the Enjoyneering brand claim is a combination of "enjoyment" and "engineering" that brings together art and technology.

Soh also noted that SEAT uses Volkswagen's cutting-edge technologies.

"SEAT is from Spain. It is also a member of Volkswagen Group. This means that, along with its unique brand positioning, SEAT also carries Volkswagen's advanced powertrain technologies, such as the TSI + DSG powertrain, which will be installed in all SEAT imported models," he said.

Dr Karl-Thomas Neumann, president and CEO of Volkswagen Group China, said:

"This is also very good news for car buyers in China: Although SEAT will be presented in China as an independent brand, customers will benefit much from the long connection of SEAT with Volkswagen Group. As in a real family, we share everything - innovation, technology and vision.

The special SEAT Night in Guangzhou was only a prelude to the unique showroom experience that customers can soon enjoy.

Its showrooms in China will beam with Spanish style, allowing young consumers to get to know SEAT models and the automotive lifestyles of Spain through a full sensory experience that combines sight, hearing, smell, taste and touch.

In 2012, when customers visit a SEAT dealership they can have the same sensory pleasure as presented at the SEAT Night: They can see a showroom decorated with brilliant colors, enjoy Spanish music and perfume, taste Spanish wine and food, know the past, present and future of the brand through a touch of a digital screen, and above all receive the top-notch services from the staff in uniforms with traditional Spanish elements.

The retail experience is unique to SEAT across the globe, and will provide an all-new dealership experience for the Chinese market, according to Soh.

Plans call for the SEAT dealership network independent of Volkswagen in China to be completed next year in 15 cities including Xi'an, Xiamen and Changsha.

A comprehensive set of dealer management models will be implemented, Soh said, adding that "quality will be the priority consideration in selection of dealers".

Despite independent dealerships, SEAT's presence in China is a significant part of Volkswagen Group's multi-brand strategy.

James Muir also emphasized the importance of the Chinese market during the SEAT Night extravaganza.

He said the brand's launch in China is one of the most significant episodes in the company's history and "we are very excited at the opportunities awaiting SEAT".

"Indeed, 2012 will be a very significant year for SEAT. We are at the point of a product offensive that will drive SEAT's growth in terms of sales, market share and profitability. Plus, of course, expansion into China presents us with a great opportunity to expand the brand globally," Muir said.