SEAT & CUPRA Case Study: Complex hierarchy | Loop

Skip to content

230

%

Excellent dealer engagement, including a 230% YoY increase in actions set

2

-in-1

SEAT & CUPRA sites have access to data for both brands in one place

10

%

Volkswagen Group see 10% efficiency gains with Loop

“The Loop system has revolutionised our retailer reporting over the last couple of years. It’s decreased the amount of manual reporting that we have to do. There’s less human error, less email traffic and ultimately we’ve increased performance and efficiency. So win-win.”

Abigail Jetten
Sales Development Manager, SEAT & CUPRA UK

The Challenge

Similarly to the rest of the Volkswagen Group UK, SEAT and CUPRA, wanted a more consistent and unified way to support dealer performance. However, they came with an added complexity; how could SEAT & CUPRA retailers operating both brands quickly and easily see performance for both organisations?

They needed a partner that could adapt to dual branding, multiple sales channels and evolving strategy, without adding burden to retailers or the field team. They needed one, not two systems, as Abbi Jetten, Sales Development Manager explained:

“We didn’t want them to be flicking between two dashboards…Conversations naturally go around, how are you doing on CUPRA? What are you doing on SEAT? You want to look at the two together.”

SEAT & CUPRA UK adopted Loop as part of Volkswagen Group UK’s multi-brand rollout, designed to bring greater consistency, visibility and alignment across the network. While built on a shared group framework, SEAT & CUPRA’s version of Loop was tailored to reflect the specific needs of their retailers and support the evolving performance strategy.

The Capabilities

SEAT & CUPRA use Loop as a central performance dashboard, giving retailers, field teams and head office across the new, used and fleet departments full visibility of core KPIs, scorecards and trading terms in one place. This has reduced manual reporting and email traffic, while making performance metrics transparent across the network.

A collaborative and flexible approach was taken to adapt Loop to support their complex two-brand structure. The platform continues to evolve. For example, the brands originally set up a dashboard to support their retail agency sales channel. Having since reverted to the franchise sales model, this dashboard has been repurposed to focus on BEV performance instead.

The audience

Over 1015 SEAT & CUPRA users login to Loop across HQ, field teams and the 119 strong retail network.

Retailers access all core KPIs, trading terms and scorecards in one place, including dual-brand data within a single environment. Clear red/green visibility reduces email reporting and drives action, with performance fully transparent across the network.
Field teams enter every visit with full KPI visibility, logging action plans and reports directly into the platform. Live area and group-level views enable more productive performance conversations and eliminate spreadsheet preparation.
Head Office uses Loop to streamline reporting, reduce manual workload and improve governance. Flexible dashboard structures support evolving priorities.

An all-in tool

“It’s an all-in tool really, which allows everyone to do everything in one system, which is fantastic.”

Increased visibility

“The data is becoming more visible across the network. By default, this will naturally have an impact on performance. It also promotes conversations about how the field team can assist the retailers and how they can internally improve their own processes too.”

Excellent support

“Probably my favourite thing is just the reactivity of the team. I can ping them and they’re there. In a fast-paced environment, that makes a huge difference.”

The Outcome

The benefits

One trusted view of performance: Retailers, field teams and head office all work from the same KPIs in one central platform.
Reduction in manual reporting: Performance updates are now delivered through Loop instead of email, saving time and reducing human error.
Stronger retailer engagement: A simple dashboard encourages retailers to regularly review their performance and act on results.
Action-led performance management: Field teams can log visits and track improvement plans directly within the platform.
Dual-brand visibility in one place: SEAT & CUPRA retailers can view both brands in one dashboard rather than switching between systems.
Less admin, more performance focus: With reporting automated, the team spends less time compiling data and more time supporting retailers.

Key outcomes

Significant reduction in manual performance email reporting - Retailer performance reporting is now delivered through Loop rather than multiple email updates. This has reduced internal administration and removed the risk of human error in manual reporting.
230% year-on-year increase in actions logged - Following the introduction of dashboards, visit management and action planning, engagement across the network has grown significantly (2025 vs. 2024). Actions created within Loop increased by 230%, alongside a 91% rise in logins, demonstrating strong adoption by both retailers and field teams.
Two-brand dashboards for SEAT & CUPRA retailers - Retailers operating both brands can now access their SEAT and CUPRA performance in one place. This simplifies reporting and allows field teams and retailers to review both brands together.