Frankfurt International Motor Show

New Arona, Leon CUPRA R and Amazon Alexa: SEAT’s protagonists at the Volkswagen Group’s Evening Event at the IAA 2017

Martorell,  11 September 2017

  • Chairman of the Board of Management of Volkswagen AG, Matthias Müller presented the latest models at the Volkswagen Group Night
  • The SEAT Arona makes its international debut at the International Motorshow
  • The Leon Cupra R is SEAT’s most powerful road car in its history and also the most exclusive, with a limited 799 units being released
  • Alexa, the interactive voice service developed by Amazon, will be available in the Ateca and Leon models at the end of 2017 and the Arona, Ibiza and the large SUV in 2018
  • SEAT presents the new Digital Cockpit for the first time at the IAA 2017: More functional, comfortable and customisable digital instrumentation system.

New Digital Cluster

Another reason to visit the SEAT stand will be the new Digital Cockpit, featured for the first time in Arona, Leon ST CUPRA, Ibiza and Ateca. The Spanish brand is going to introduce the Digital Cockpit early in 2018 first in the Leon and the Ateca and later in the Ibiza and the Arona. Thanks to the new Digital Cockpit, the instrumentation not only has a more modern and versatile design, but will also give better functionality. The system can be configured to suit different driver tastes, and the whole instrumentation comes now with a fantastic resolution. It is not just about improving the design or the infotainment system, it is also about the advantages it brings to the driving experience, positively contributing to safety and comfort. This new feature, represents another important technological step forward for SEAT, and comes clearly in line with the company digitalisation strategy. 


It can be said with all certainty that the new SEAT Leon CUPRA R will be turning heads at SEAT’s stand at the IAA 2017. SEAT’s most powerful road car in history is also its most exclusive, with a limited 799 units produced. Available with manual gearbox (310 PS) or DSG (300 PS) - both with 6 speeds and front-wheel drive - the new SEAT Leon CUPRA R comes with exclusive carbon fiber details on the front and rear spoilers, side skirts and the front diffuser. The wing mirrors come in copper, as well as other details on the rims, wheel arches and the newly front bodywork with powerful air intakes. The SEAT Leon CUPRA R will go on sale at the end of 2017 and the lucky 799 owners will enjoy an interior that has also received the carbon fiber and copper treatment, as well as the steering wheel and gear stick knob upholstered in Alcantara®. There will be three colours available; Midnight Black, Pyrenees Grey and the exclusive Matt Grey. It also gets some special attention in terms of suspension, comes with Brembo brakes and gets a new exhaust system. A completely unique, unrepeatable model reserved for 799 of the brand’s most demanding customers. 

Amazon Alexa, your personal voice service

Turning to Amazon Alexa, SEAT will be the first car brand in Europe to integrate this interactive voice service developed by the well-known online American company into its cars while you are on the go.
Amazon Alexa will be available at the end of this year in the Leon and Ateca and in the Ibiza, Arona and the large SUV in 2018. Launched onto the market in 2014 in its voice-activated service for home guise, Amazon Alexa will be integrated into SEAT’s models and will offer drivers the most advanced connectivity with 20,000 ‘skills’ that are included, thanks to its open universe with more than 150 partners that are in constant growth and evolution. 

Controlled by the driver’s voice, Amazon Alexa allows the driver to manage their personal agenda, look for songs, find points of interest, listen to the online news in real time or find the nearest car dealer among other functions, all under a strict privacy protocol. In its first integration phase, Amazon Alexa will be available in English and German, the two languages currently available for the system. 

SEAT Communications
Antonio Valdivieso 

Head of  Product Communications 
T  / +34 93 708 58 95
Jaume Rabassa 
Product Communications
T / +34 93 708 65 91