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Paris, 17/10/2016 – The Paris Motor Show 2016 has come to an end after another incredible few weeks of automotive greatness. As can be expected from such a highly regarded event, there were plenty of big unveilings and awesome innovations on show, all across the industry. SEAT once again pulled out all the stops with the unveiling of the New SEAT Ateca X-PERIENCE, a more adventurous 4Drive version of the Ateca. SEAT President, Luca de Meo also announced the new updated Leon coming in 2017 and the launch of the fifth generation Ibiza and perhaps even more exciting the SEAT Arona, the brand’s debut in the crossover segment.

De Meo explained “the Leon, the Ibiza and the new Arona, together with the Ateca, are going to strengthen SEAT from a commercial, financial and brand image standpoint. 2017 is going to be a very special year for SEAT”.

Also at this year’s show, an audience of 48 were treated to a one off virtual reality experience at the SEAT stand at the 2016 Paris Motor Show. Perhaps one of the highlights, this special projection area transported spectators to Barcelona - the birthplace of the brand – offering them a 4D tour of its beautiful city streets. It also offered a novelty way for participants to discover the latest addition to the Ateca family, the SEAT Ateca X-PERIENCE.

The futuristic experience at the Paris Expo Porte de Versailles didn’t end there. A whole host of attendees got the opportunity to try out BitBrain technology to create and configure their car. How did it work? A succession of images on the screens shows views of the mountains, the beach, a concert in the Barceloneta district or a siesta in a hammock. Several sensors take readings of the emotion that each image suggests to determine viewers’ main character traits and define what the perfect car would be like for the person performing the test.

Could we be seeing this technology at dealerships in the near future? Given its success at this year’s motor show, it’s definitely a possibility. Over the next 10 years it is predicted that the automotive industry will experience a revolution in innovation, electrification and digitalization, offering new mobility services and connected cars. In response to this, SEAT has created the Easy Mobility Team, to spearhead innovation in mobility.

Luca de Meo told us, “The connected car at the core of the user experience is our vision of the future of mobility. We want to position the car as a service that offers a digital, connected experience, bringing SEAT to the next level means not only working hard to continue delivering even better products and services to our customer, but also using this revolution in the sector to play, this time, a front runner role in some of these new trends. We dream of making SEAT the brand capable of delivering the easiest mobility experience in this fast changing environment”, he added.