Seat: From Humble Beginnings to UK Arrival
Seat, the Spanish car manufacturer, recently announced that it would stop making cars. This news comes 38 years after the brand’s arrival in the UK market. Founded in 1950 by the fascist dictatorship in alliance with Fiat, Seat played a crucial role in building Spain’s car industry from scratch. For the next three decades, Seat focused on producing rebadged Fiats until it was unexpectedly dumped in 1982.
After being dropped by Fiat, Seat quickly rebounded by developing the Ritmo into the Ronda. Although Fiat filed a lawsuit against Seat for the similarities between the two models, Seat emerged victorious due to enough changes being made. With this victory, Seat gained confidence and began developing an entirely new car called the Ibiza, with assistance from Porsche. In a surprising turn of events, Volkswagen acquired control of Seat, leading to the brand’s expansion into the UK market with the Ibiza, Malaga saloon, and Malaga hatch (a rebadged Ronda).
Seat’s arrival in the UK market was met with mixed reactions. While some saw it as a positive development, Fiat, which was then the eighth-favorite car maker among Brits, considered it a nuisance. Despite this initial skepticism, Seat’s range of handsome, competent, and affordable cars gained traction in the UK market. Supported by 80 dealers, Seat aimed to capture a 1.5% market share within a few years.
However, Seat’s early promise did not fully materialize. Although it achieved a 0.3% market share in 1986, its growth stagnated over time due to a lack of model appeal and volume. It wasn’t until 2019 that Seat reached its peak market share of 3.0%. Nevertheless, Seat’s presence in the UK market has left a lasting impact.
The Arrival of Isuzu and the Worries it Brought
In 1985, Isuzu, one of Japan’s oldest car manufacturers, made its entry into the UK market. Unlike other Japanese car makers, Isuzu arrived in style with the Piazza Turbo. The Piazza Turbo was a blend of old and new, combining conventionality and novelty. It was based on the same General Motors platform as the decade-old Gemini saloon and featured styling by Giorgetto Giugiaro, the founder of Italdesign. With its rear-wheel drive and a turbocharged 2.0-litre four-cylinder engine producing 148bhp, the Piazza Turbo posed a threat to its rivals.
The arrival of Isuzu and its ambitious sales targets worried the UK market. British car manufacturers were already facing challenges, and concerns about protectionism arose. Japan had implemented subtle paperwork barriers, while Spain had secured a tariff protection deal when it joined the EEC (now the EU). Despite these concerns, Isuzu Cars GB attracted numerous dealers who were eager to sell their cars.
Formula 1 Boycotts South Africa
In 1985, South Africa was in the midst of apartheid, a system of racial segregation enforced by the ruling white minority. The country was plagued by unrest among black people, leading to a national emergency declaration by the government. Formula 1, which had not boycotted South Africa since 1962, faced pressure from teams and governments to cancel races at Kyalami due to the escalating violence. In the end, only France’s Ligier and Renault teams decided not to participate. This marked the last South African Grand Prix until 1992, a year after apartheid ended.
Ayrton Senna’s Debut
One of the notable events in 1985 was Ayrton Senna’s debut in Formula 1. After an impressive rookie season with Toleman in 1984, Senna joined Lotus and quickly made a name for himself. With his unique driving style, perfect judgment, and brilliant coordination, Senna was hailed as the finest driver of his generation. Despite his success, Senna humbly attributed his skills to putting the power down at the right moments, claiming that everyone drives like that.
In conclusion, Seat’s arrival in the UK market in 1985 marked a significant milestone for the Spanish car manufacturer. Although it faced initial skepticism, Seat’s range of affordable and competent cars gained traction in the UK market. Isuzu’s entry brought new challenges and worries, while Formula 1 faced pressure to boycott races in South Africa due to apartheid. Ayrton Senna’s debut showcased his exceptional talent and set the stage for his future success in Formula 1. These events in 1985 shaped the automotive industry and left a lasting impact on car enthusiasts worldwide.