BARCELONA – James Muir, named CEO of auto maker SEAT SA in September, sends shock waves through Spain’s normally staid and conservative auto industry with an unusually blunt critique of the brand and his predecessors. “SEAT has missed the right management and (failed to develop) a spotless brand image,” Muir says at a recent industry confab here. “In Spain, SEAT is not understood as an auto brand or an auto maker, but as an institution,” he adds. “SEAT needs to work to find its own ...

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