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Discussion Starter · #1 ·
On the back of the success of its first ever global store at intu Lakeside in Essex, SEAT UK is proud to announce the opening of its second store, SEAT White City, in the heart of West London.


In partnership with Group 1 Automotive, the Barcelona-based brand officially opened its latest store today, with the help of Jodie Kidd, fashion model, TV personality and well-known petrolhead, in the UK's largest shopping and leisure destination, Westfield London. Complementing SEAT's existing UK dealer network, the store will be seeking to tap into the site's significant 27 million annual visitors.

Mirroring the scale of its ambitions, SEAT White City is over 50% larger than its sister store in intu Lakeside and boasts five cars on display (including a concourse car), plus, 10 cars available to test drive, including its most popular and latest models, such as New Ibiza, Leon and Ateca.

SEAT 'EASY' strategy

SEAT is currently rolling out its 'Easy to access, Easy to buy and Easy to own' strategy, with everything geared around making life as simple and hassle-free as possible for buyers and owners. Its retail stores for the London area form a key part of that under the tagline 'Car Shopping Made Easy'.

As a result, SEAT White City offers the same seven enticing features as its site in Essex, including no haggle pricing, no quibble part-exchange valuation, non-commissioned Product Experts, unaccompanied test drives, flexible finance, cars available from stock in just seven days (subject to finance approval) and convienient shopping mall opening hours In line with the rest of Westfield London: 10am-10pm (Mon-Sat) and 12-6pm (Sun). Car servicing is also available (drop-off and collection).

SEAT White City environment

SEAT White City uses natural materials combined with Mediterranean-inspired colours to give a warm and welcoming environment in which to browse and shop. Adding to a distinct Barcelona street scene vibe, there is even a tree taking pride of place in the centre of the store, with in-built Gaudi-style seating for weary shoppers. There is also a plethora of interactive services and screens, including a 'Connectivity Bar' for discovering SEAT's latest Full Link (AndroidAuto, MirrorLink and Apple Car Play) technology for seamless smartphone mirroring, plus, a quiet and private consultation booth and SEAT lifestyle merchandise available for purchase.

In keeping with browsing-oriented retail environment, customers can choose to do as much, or, as little, of the buying process as they wish. They have the option of researching their perfect SEAT through several 22-inch digital car information "kiosks", where they can also configure their ideal car, explore financing options and arrange test drives for that moment, or, for a future point in time. There are also four substantial in-store 138-inch video walls and a huge exterior bulkhead screen which can be remotely loaded with the latest content to highlight can enticing offers, exciting product features and the brand's latest award wins.

In another interesting break from the norm, test drives can be taken unaccompanied, allowing customers the opportunity to really get under the skin of their potential new SEAT, possibly to seek the views or approval of friends and family on board too, in a relaxed and non-pressured way.

Online touch

SEAT Store also has its own dedicated website (, where customers can arrange everything with just a few clicks. Starting with browsing real-time stock, they can also pre-book test drives, reserve a car online, complete a personal finance quotation and apply for finance online. Ensuring the process is as easy and transparent as possible, they can also receive a part-exchange valuation, by simply entering their car details (age/mileage/condition) and the price will be honoured with a 30 day guarantee.

540 Posts
Seat appear to be moving to an even bigger store at Westfield
There are logos (both Seat and Cupar) above hoardings in the new extension

I have visited the existing store and it feels more like viewing at a car show, no pressure.

Pre book the test drive (but pick a sensible time if you don't want to be in a West London traffic jam)

They seem to be offering a fixed £2000 off Arona, regardless of spec (including the Seat PCP contribution)

The only problem that I can see is that there is currently no servicing centre anywhere nearby, although that may be solved later. Getting to one of the dealers around outskirts of London can take ages in London traffic.

Interestingly Seat appear to have gone this way in Norway (expecting to do buying online after looking) judging by today's (21st) media release

I wonder if they move to rolling out this store and online selling to other parts of UK in coming months, clearly the concept works otherwise wouldn't be changing to the bigger store in West London

18 Posts
I unfortunately ordered a car from the white city "supermarket " and really regret it. After taking my deposit, I've always had to chase them to get any info.
They practically put me off adding extras onto the vehicle, because that meant it would have to be driven to a dealer, and that would increase the risk of accident etc.
Because I really like the vehicle, I have stuck with the order, but am loosing patience fast.
They would not even entertain me dropping it off there to be taken to a service centre, as I work at White city, that would have been fab. My fault for assuming they had decent customer service.

Ordered a excellence lux dsg on 23/01/18, still awaiting concrete information as to delivery date.
I will wait until the end of this month, then review the situation, with a purchase of a mazda cx3 from my local dealer as an alternative.
Have contacted Seat customer services to see if they could help, alas no reply as of yet.......
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