Seat is busy conjuring up what it refers to as "extrovert Mediterranean styling". After four years of teasing us with concepts, it has finally revealed a new styling signature that will feature on all future models, from the Leon to the Ibiza.
For now it's being revealed on the Altea people-carrier, due for Irish launch this summer. It will take on the utilitarian five-seater brigade, such as the Renault Scénic and Ford Focus C-Max, with a truly retro and dynamic design, courtesy of chief designer Walter de Silva and Welsh-born Altea design manager Steve Lewis.
The Altea will take the people carrier market by surprise, the key being its styling. The C-Max is practical and surprisingly fun to drive, but offers little in distinctive design. The Scénic tries to emulate its funky hatchback sibling but doesn't quite pull it off - by concentrating the "ass-shaking" styling at the rear, when the Megane saloon and Scénic models came on stream, Renault's 'funky' model range lost its most unique styling element.
In contrast, Seat and de Silva have concentrated most of the dynamic styling at the front. This means that the look can be repeated on other models and body formats. For example, a saloon version of the Altea is near completion and could be unveiled as early as the Paris show in September. Yet the three-box format should not detract from the sporty looks.
For now the hatchback stands alone as the new face of Seat, and there's no doubting its eye-catching appeal. Over the 200km test run, everywhere we went we attracted stares and complimentary glances.
The new design doesn't end at the funky grille and sleek bodyline. There have been some mechanical changes as well, such as housing the wipers vertically into the a-pillars. Then there's the impressive Audi DSG gearbox in the range.
Four engines are on offer: 102 bhp 1.6-litre and 150 bhp Fsi 2-litre petrol units, and 105 bhp 1.9-litre and 140 bhp 2-litre Tdi diesels. We drove them all and found the 2-litre petrol the best match for size and chassis, though the 2-litre Tdi when matched with the new DSG gearbox takes some beating.
We were also impressed with the entry-level 1.6-litre model. Entry-level engines can be token gestures not quite up to carrying their load, but this engine was quite competent for the job.
The Altea is the first general production car to feature the dual-clutch 6-speed DSG gearbox, originally introduced by creators Audi in the 3.2-litre TT and then in the ultra-fast VW Golf R32.
Simply put, the DSG system is a combination of two three-speed gearboxes (one each for odd and even gears) and two multi-disc clutches. This means that, when the gear is shifted into second and nears its rev limit, the second clutch begins to engage third gear. When the change is made it's virtually instantaneous, the only hint being the flick of the rev counter. The superfast changeover means that 0-62mph times for the DSG models are faster than manuals. It also offers better fuel figures.
At present DSG technology is limited to engines with in the torque range of 250 Newton Metres (Nm) to 350 Nm, but work is underway on a DSG gearbox for more torquey engines. While the Audi-patented box is due to be shared around the VW family, it's not going to be sold to outsiders for the time being.
The Altea aims to be both sporty and practical, not the easiest combionation. For example, when you opt for the figure-hugging sports seats, you lose out in practicality, the supposedly five-seater people carrier becoming a tight four-seater.
Yet for all that, there are plenty of storage cubbyholes, with a useful rear shelf design and underfloor storage in the boot, if the buyer foregoes a full-size spare.
The high-roof design of five-seater people carriers means that for safety reasons the a-pillars, or front pillars, have got thicker in recent years. This can reduce vision on corners or roundabouts. The Altea suffers from this as well.
We noted some wind noise on motorways, though our test cars were pre-production. Design chief Steve Lewis says they are aware of the problem and it would not be a feature in production versions.
Opting for a people-carrier as the first model to carry the new Seat signature seems strange. It's not the first format that came to mind when we admired the original Salsa concept back in 2000.
Yet, it proves that looks can transform even the most functional of vehicles. The Altea should shake up what has been an admirably functional if less than funky segment in the market.
However, Seat does needs the sports model as an icon of its new look, a role the Altea can't fill. At the Altea launch, it was admitted that financial pressure from the German parent means that plans to produce the two-seater Tango concept have now been shelved.
Privately senior Seat executives have expressed disappointment, not to say frustration, at the decision. However, so long as the parent firm is facing into cost-cutting programmes, nobody is expecting the Tango to reach the road. It's bad news for Seat and for motor enthusiasts.
While the limitations imposed by the bean counters are frustrating, the new design may just do for Seat what a similar revamp did for a fellow Mediterranean marque, Alfa Romeo, some years ago. Incidentally, the man behind that styling revolution was none other than Walter de Silva, now responsible for this new Seat look.