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Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry

Published online by Cambridge University Press:  10 August 2015

JOAQUIM RIUS-ULLDEMOLINS
JOAQUIM RIUS-ULLDEMOLINS*
Affiliation:
Joaquim Rius-Ulldemolins is a lecturer in sociology at the University of Valencia. Contact information: Despatx 2D15, Departament de Sociologia i Antropologia Social, Facultat de Ciències Socials, Universitat de València, Av. Tarongers, 4b, 46021 València, Spain. E-mail: joaquim.rius@uv.es.
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Abstract

Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’s Marca España, or national brand. Through this decision, SEAT has lost the opportunity to associate itself with Marca Barcelona, a successful urban brand.

Type
Articles
Information
Enterprise & Society , Volume 16 , Issue 4 , December 2015 , pp. 811 - 846
Copyright
Copyright © The Author 2015. Published by Cambridge University Press on behalf of the Business History Conference. All rights reserved. 

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