In the Box Seat

One of the passions of The Clog is the motor car although it is a subject that was seldom covered in previous editions. A change of job role required the need to obtain my own car for the first time in a decade. Being a relatively high mileage driver, I decided that the best option would be a sporty diesel 5 door hatchback, with the chosen option being the Seat Leon FR 2.0 TDi (184 PS). This blog will now consider the Seat brand and its progress in the VW empire. There will also be discussion on the merits of the Leon FR and if it is worth acquiring.

Volkswagen Group are specialists in turning brands that were considered sows ears into silk purses. The classic example is their investment in Czech manufacturer Škoda, a brand that had a distinguished history in its early years before decades of Communist austerity ushered in an era of low quality product. The VW involvement in Seat pre-dates that of Škoda and in many respects was just as large a job as the brand was associated with selling re-heated Fiat product. They established the brand in other international markets, including the UK, with the Ibiza supermini, a product that had Fiat underpinnings and some German engineering courtesy of Porsche.  The new owners did a good job of keeping the first generation model fresh during its lifecycle, reaching many new customers across Europe.

The first product fully developed under the tutelage of VW Group was a spacious MK2 Golf based hatchback called the Toledo. A more significant development was the reveal of the second generation Ibiza in 1993 which was a more grown up model that introduced the supermini as an alternative to larger family hatchbacks. Since then, each subsequent generation of Ibiza has been among the best value vehicles in its class and the nameplate has become Seat’s most successful. VW also introduced the Seat Sport division that bolstered the brand’s presence in motorsport, building a presence in Touring Cars and the World Rallying Championship. In addition, Seat gained a halo effect through their Cupra sub-brand that has created some tasty hot hatchbacks in the last two decades.

At the other end of the scale, they have also turned around some luxury brands that were down on their uppers. In the late 1990’s, VW bought the storied Bugatti brand which had unceremoniously collapsed and turned it into the Concorde of the car world. They famously bought the quintessentially British Bentley brand in 1998, switching the product portfolio from automotive gin palaces to contemporary sporting luxury saloons and GT’s that appeal to an international audience.

It was reported that Volkswagen Group were contemplating purchasing the Alfa Romeo brand from Fiat Chrysler Alliance and there was speculation that Seat could be sold to make way for the Italian brand. Since the rumours first surfaced over two years ago, an ambitious product development programme was announced for Alfa, the first stage being the stunning 4C coupe and spider. It is difficult not to speculate that the Leon may have been sold as an Alfa Romeo Giulietta had history taken a different course.

Around the middle of the last decade, many of the products sold by Seat looked to be varying degrees of Leon.  Ambitious plans are in place to boost the brand’s presence with two smaller crossover vehicles that will compete in the segments dominated by the Nissan Juke and Qashqai. There are also plans for a larger crossover SUV vehicle, as shown by the 20v20 concept from Geneva. All of these developments suggest that the brand has a strong future and is targeting a younger customer base with an active lifestyle.

The latest generation Leon is built on the advanced MQB platform, an architecture that underpins the iconic VW Golf model. The platform is designed to generate operational efficiencies with up to 4 million units estimated to be built on this architecture by 2016, which is almost 40% of total VW Group’s worldwide production. The technicalities of the set-up have been a closely guarded secret but allows for modular construction, like a hi-tech Lego set.

One of the ground-breaking developments of MQB is that petrol, diesel and hybrid/electric cars can all be built on the same production line, in addition to vehicles from different brands. The platform also allows for lightweight construction with weight saving aluminium being used in components like the engine and suspension. The Leon FR TDi has a kerb weight around 75kg lighter than its predecessor. It is estimated that the MQB architecture will spawn 60 product variants across different brands.

The latest Leon range has expanded beyond the core five door hatchback to include a three door SC and ST estate variants, mirroring the strategy adopted for the iconic Ibiza range. All body styles of the Leon are very stylish and have found favour in the marketplace, with over 23,500 being sold in the UK last year. The brand are trying to shift from being reliant on their B-sector heartland to have a sales mix with more of a Leon base.

The FR TDi 184 PS holds a similar position to the Golf GTD in its range though the corresponding VW hatchback carries a £4K list price premium over the Seat, but does have the cachet of belonging to the iconic GTI family. The Mk 7 Golf is more appealing in the looks department than its’ immediate predecessors, though arguably the Seat design team had more freedom in what they could do with Leon. If these two cars were Disney characters, the Leon FR would be the free spirited Pocahontas whereas the Golf GTD would be Kocoum as it is so serious.

I specified the car with the Technology Pack which includes DAB digital radio, touch screen satellite navigation and the stylish full LED headlights. This is a real must have option on the Leon, market makers like CAP and Glass have created separate valuation listing for variants with the Tech Pack. In terms of colour, I selected the £530 Metallic Black option though the solid Emocion Red or metallic Nevada White are the signature colours that Seat have used in publicity material. The 17” alloy wheels in a 5 spoke design are the standard items for the FR model grade though stylish 18” options are available.

Transmission options are currently either the 6 speed manual, which I opted for, or the DSG twin clutch automatic. The latter option already conforms to EU6 emission standards whereas the manual conforms to the EU5+ standards. In terms of CO2 emissions, the manual variant records 109g/km compared to 119g/km for the DSG version. The recently introduced four wheel drive Leon ST X-perience is available with the same engine but with only with the DSG gearbox which suggests that there is a possibility of the manual 184 PS diesel option eventually being phased out. The engine is capable of propelling the car from 0-62mph in 7.5 seconds

As is the custom with many sporty hatchbacks, the driver can change the driving mode. The Leon has four different settings of normal, eco, sport and individual. For most journey’s, the normal setting provides a good blend of performance and economy. Selecting sport mode rewards the driver with feisty exhaust note and sharper responses. Eco offers a more gentle driving experience although the use of individual allows the driver the opportunity to combine the best characteristics of each core mode. The interior ambient lighting also changes depending on whichever mode is selected.

Cabin materials are of a very good standard for this class of car although not as high quality as those in the Golf or A3. Some of Seat’s earlier interiors could’ve been considered as previous generation VW parts bin specials, but it was difficult not to be impressed by the inviting feel of the interior. The steering wheel is a sporting design that fits in with the character of the car. The standard part-leather sports seats are comfortable though there is the option of alcantara or leather trim at additional cost.

The first journey in the Leon was over 450 miles from Sutton to Dalry in Ayrshire. This route took in a detour to Leatherhead and involved tackling the M25 at evening rush hour. Astonishingly, the trip computer informed that the average fuel consumption for the road trip was 50.1mpg, well above expectations of around 45mpg. This was a remarkable average considering part of the route involved keeping up with the fast flow of traffic on the M40 and Midland Expressway toll road, driving through very heavy rain in the North West and tackling the steepest parts of the M6 and M74. On a less busy and more pleasant return journey over the same roads, the average fuel consumption reached an excellent 57.3 mpg. The engine proved to be very strong and instantly responsive, rather than having the initial hesitancy that is evident in some diesels when accelerating quickly. There is also a good level of refinement and 70mph in 6^th gear will show up around 1850 rpm. 

The daily grind for the car is a 9 mile commute between Leatherhead and Cheam in a mixture of 30 and 40 mph zones with the occasional tailback through Epsom. In spite of the low speed conditions and lack of free flowing traffic, the Leon has regularly returned almost 45 mpg in this environment. Other qualities have also shined through in the urban environment, such as an ability to remain composed over the uneven surfaces on the A232 near Ewell, demonstrating that the engineers have taken account of the need for a sports suspension that more forgiving.

It is a shame that the fuel tank is only 50 litres though this still does have a range of over 500 miles and getting a foam kit for punctures rather than a spare wheel does seem a bit cheap in a product with premium aspirations. The fact that these are the main niggles are testament to the car being well sorted mechanically and in terms of build.

The C-Sector marketplace is very competitive and having a product that is good, is just not good enough to achieve class leadership. Products such as the BMW 1 Series and Mercedes Benz A-Class have enjoyed sales success in the UK. The long established Alfa Romeo Giulietta offers buyers a feeling of exclusivity and a sporty drive, as proved by having driven almost 60,000 miles in a variety of these. In addition, the refreshed Ford Focus is still a standout product for its chassis set-up and the excellent Ecoboost engines are responsive and economical. Having driven the three cylinder version of the Ecoboost from the Surrey to Scotland via Bristol, it was difficult not to be impressed by its responsiveness. As this isn’t enough, the Korean opposition from Hyundai and Kia are becoming more accomplished, their investment in European production and quality improvements in the Cee’d and i30 models demonstrate that they mean business.

Of the core hatchback cohort built on the MQB platform, each has its own merits. The Škoda Octavia is the practical one, the Audi A3 has the most luxurious feeling interior, the all things to all men VW Golf redefines refinement and class in mainstream C-sector motoring. This leaves us with the Seat Leon and the only logical conclusion that can be reached with its blend of style, value and handling, is that Seat have created the Floyd Mayweather of the car world in short the best pound for pound competitor in its class. In many respects, the 184 PS FR TDi stands out as the pick of the range as it offers excellent performance and economy, though for the cost conscious family driver, a mid-range variant with Technology Pack and a frugal 1.4 TSi or 1.6 TDi will also offer a satisfying blend of cost effective motoring.