The show, named 'Seat Sex Drive', aims to build brand awareness and loyalty among 18- to 44-year-olds in the market for a new car.
Seat will begin recruiting 300 drivers to take part in the series through Facebook and its website.
After auditions, the manufacturer will select four male and four female drivers for a "grand final" which will be broadcast online in the form of a seven-part series. The male team will be led by reality TV star Jack Osbourne, with 'Big Brother' presenter Emma Willis leading the female side.
To promote the series, which will be presented by Five's 'Fifth Gear' hosts Vicki Butler-Henderson and Jonny Smith, Seat is partnering with magazine publisher IPC.
Steve Robertson, Seat UK head of marketing, said: "Seat Sex Drive will provide excitement and tension in spades, as well as answering the all-important question of which is the stronger sex behind the wheel."
The show has been developed by agency AnalogFolk, with media planning and buying by MediaCom.
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