SEAT Ibiza: The Price Is Right
If you watched Aussie afternoon TV in the mid-1990s, you will have seen Larry Emdur hosting “The Price Is Right” on Channel 9. Every day the show would excitedly unveil the showcase’s major model-draped prize – “It’s a new car!” – which just happened to be a Spanish vehicle made by the VW-owned SEAT (pronounced “say-it”). The prize voiceover ended each time with “It’s a SEAT, si!”

So I was well aware of the brand when in late 1995 I decided to treat myself to a new car (this was BK, or Before Kids). I’d seen a SEAT dealership while driving through Indooroopilly, but never thought about buying one of these Volkswagen-based cars. That was, until I went to a nearby Hyundai dealer to look at an Excel.
The Hyundai salesman helpfully gave me a copy of a magazine article comparing the Excel with the Ibiza and (I think) a Festiva, Charade and Barina. So, a 4-cylinder face off. The article sang the praises of the 1.5 litre Excel on price and value, while casually mentioning that the 1.4 litre Ibiza was a worthy (if unusual) competitor. An unusual car? I was sold.
So I went across the road to the SEAT dealer, and took the VW Polo-based Ibiza (the sporty 2.0 GTI model) for a test drive up Mt Coot-tha. It handled really well, had a great feel to the clutch and gearshift, and felt very solid when you shut the door (all areas where I felt the Excel had failed).
When it came to a basic spec 44 kW CLX model in my $15,000 price range, the saleswoman desperately tried to get me interested in a white 3-door they had on the floor. But it had black bumpers, and I said it looked like a Pizza Hut delivery car. So with my 3-year-old Mazda 121 as a trade-in, there was a price she nominated for a red one they’d order in for me.. and she repeated again and again “this is the best price I can do”. Incidentally, the changeover price for the more expensive Ibiza was the same as the changeover on the cheaper Excel – I was basically getting a better trade-in price to buy European.
However it wasn’t a good enough price for me – and I hadn’t really enjoyed the pressure she put on me for the white car. So I went to another SEAT dealer, this time at Springwood.
I walked in and said to the salesman “if you can beat this price, I’ll buy a SEAT Ibiza off you today”. He said “I can, if you buy that red one over there”. Done deal, and for late on a Saturday afternoon, I’ll bet he got his motor running with a celebration that night. (Little did I know that in around 2 months, SEAT dealers would be closing due to sluggish sales).

Later that day, the saleswoman from Indooroopilly rang me, and I told her I’d signed up for an Ibiza at Springwood. “Cancel the deal – I’ll beat the price!” she told me – but I reminded her that she’d vowed she couldn’t better her deal, and I wasn’t going to pull out of the contract now.
So the gleaming red Ibiza came home, leaked a little wax out of the door and hatchback drain holes (put in there to resist salt on icy roads in Europe) and got some door rattles fixed under warranty (at a VW dealer) – but was a very solid and enjoyable drive, despite the paltry engine power.
Of course as a relatively unknown brand, it lost value very quickly, and I ended up keeping it for nearly 10 years because the trade-in values on other cars were truly offensive. In 1997, I paid nearly a thousand dollars to have an electric vinyl sunroof put in, which opened up the entire roof, and also made it easy to transport palm trees from the nursery to home:

In mid-2005, with 230,000 kilometres on the clock and a Copen in the driveway, it was time to sell the Ibiza, so it went on eBay for a little over $2,000. A young man loved the car and its sunroof, and paid nearly what I’d been asking. For this Ibiza, the price was right.







A mechanical inspection for the roadworthy revealed it needed some new linkages for the gearbox (it was quite rubbery on the drive home), some plastic stalks to hold the driver and passenger seat belt anchors upright next to the seats (they all break due to use of cheap plastic) and, from memory, maybe a new tyre and rubber boot or two.
















Inside was a nice place – electric leather seats with 2 driver memory, auto that you could drive like a manual, climate control aircon, cruise control, great stereo and fake woodgrain all felt special – in a “pity the person who paid 40k for this, but look what I’ve got to play with” kind of way.







