SEAT touts ‘dot cool’ cars

Lame marketing ideas of our time

Spanish carmaker, SEAT, (pronounced say-at, not seet) is launching special editions of its Ibiza and Cordoba motors called "dot cool". The cars cost £7,995 and £8,995 respectively, according to Auto Express, although once you have bought the Net-liveried motor expect the price to plummet. At the very least the performance of the "dot cool" will be volatile. And even though the car costs an arm and a leg expect it to lose money hand over fist. Access speeds will probably decelerate appreciably at peak times. And don't be fooled by all the dot cool talk -- or is that torque? -- it's likely to be nothing but hype. ®

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