SEAT, the international car manufacturer renowned for its unconventional competitive approach, ventured tastefully into Dubai with a first-time regional press conference that presented to the Middle East and Pan Arab the new SEAT Altea. The press conference was held at Mina A'Salam Hotel on the 6th of October, 2004, at 6pm followed by an unconventional show to reveal the SEAT's new porn.

SEAT importers and agents of the Middle East countries, including Mr. Mario Guerreiro, Comunication Manager, Mr. Volkmar Steinhorst, Regional Manager of SEAT S.A, were present at the conference to launch the new SEAT Altea model. The first "MSV - Multi Sports Vehicle" recently launched at the Geneva Motor Show during March 2004, the SEAT Altea is causing temperatures to rise, with SEAT devotees and car enthusiasts greatly anticipated the SEAT Altea launch in the region.

Media from all over the Middle East publications and Media, along with organizers from Spain and representatives from the Middle East and AGCC, including United Arab Emirates, Egypt, Jordan, Kuwait, Lebanon, Saudi Arabia, Syria, and Yemen enthused about the new model from SEAT, which is now bringing distinctive design in a sporty package to the drivers in the region. After making a stunning debut at the Geneva motor show, and another spectacular launch in Dubai, the SEAT Altea is ready to challenge enthusiasts around Middle East.

SEAT surprised the attendees by presenting SEAT Sport team for the first time in the Middle East, which is participating in the ETCC 2004 and competing strongly at its final round in Dubai. Mr. Jaime Puig, the President of SEAT Sport represented the same along with SEAT Sport professional pilots: Rickard Rydell, Jordi Gene, Frank Diefenbacher.

A model that heralds a new generation of products, the SEAT Altea spearheads a new vehicle concept within the range, the MSV (Multi Sports Vehicle), which adds innovative, suggestive styling to compact mono-space values as well as the underlying characteristic of all SEAT models. The SEAT Altea comprises of technologically advanced elements from the Audi and Lamborghini groups, increasing its power and reliability while giving it a truly sporty character. The SEAT Altea now leads the long line of SEAT cars, Ibiza, Córdoba, Léon, Toledo, Alhambra, all legendary in quality and style.

As a young brand with a history of ATTITUDE, SEAT has the drive and extroverted personality that produces cars embodying the human spirit. SEAT's enthusiasm and unique driving philosophy was palpable throughout the launch, which animated attendees, and convinced them that the rush of competition is always beating in the heart of SEAT.