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Fortune
Fortune
Christiaan Hetzner

How one man sold Volkswagen on a daring idea and launched Europe's hottest new car brand

SEAT chief executive Wayne Griffiths (Credit: Alberto Paredes—Europa Press via Getty Images)

The best salesman, so the saying goes, can get a customer to buy into a product they don't even need. 

Wayne Griffiths may come close. The 57-year old native Brit managed to convince the generally risk-averse top brass at Volkswagen that the group’s already unwieldy stable of around a dozen different car, truck and motorcycle brands had room for yet one more. The funny thing is, he may just be right.

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