"To understand how SEAT can successfully implement its EV market penetration strategy in Italy, we applied the Change Kaleidoscope framework, which helps evaluate the context and feasibility of organisational change.
Firstly, in terms of time, the change is highly urgent due to rapidly growing EV adoption and tightening EU emissions regulations. This means SEAT must act quickly but in a structured and phased way.
Secondly, the scope of change is transformational, as SEAT is not just launching new products but shifting from internal combustion vehicles towards a broader electric mobility ecosystem involving technology, partnerships, and new customer value propositions.
However, certain elements must be preserved. SEAT must maintain its brand identity as an affordable, youthful and design-focused car manufacturer, while also leveraging the technological and financial support of the Volkswagen Group.
In terms of capability and capacity, SEAT has strong engineering expertise and shared EV platforms, but still requires investment in digital services, charging partnerships, and market awareness campaigns.
Finally, stakeholder readiness is mixed, with consumers still concerned about price and infrastructure, and dealership networks needing to adapt. Therefore, SEAT's transformation must be agile, collaborative and supported by strong communication strategies.
Overall, the Change Kaleidoscope suggests that SEAT should pursue a rapid but staged EV transformation supported by strategic alliances and scalable agile execution."