SEAT’s decision to axe the Tarraco SUV in favor of the new Cupra Terramar marks an important strategic move for the brand. The Tarraco, which has been on sale in the UK since 2018, has been a success for SEAT. However, the company sees greater potential in the Cupra brand and the introduction of the Terramar SUV.
The Terramar is slightly smaller than the Tarraco but will still offer a range of mild-hybrid and plug-in hybrid powertrains. The plug-in hybrid version is expected to have an electric-only range of around 62 miles, putting it in line with competitors like the Volkswagen Passat and Skoda Superb estates.
The launch of the Terramar is significant for Cupra as it aims to expand its presence in one of the market’s largest segments. It also marks a turning point for the brand as it will be Cupra’s last combustion-engined car before transitioning to an all-electric lineup by 2030.
SEAT, on the other hand, is focusing on its rebound from the pandemic-induced semiconductor shortage. The brand saw a 24% increase in sales in 2023, selling 288,400 cars. Moving forward, SEAT will update its remaining models – the Ateca, Arona, Ibiza, and Leon – to continue offering plug-in hybrid and fuel-efficient options as it prepares for the end of the combustion era.
The decision to discontinue the Tarraco does not come as a surprise given SEAT’s focus on the Cupra brand and its commitment to electric mobility. By streamlining its offerings, SEAT can allocate more resources to developing and promoting the Cupra brand, which is expected to play a crucial role in SEAT’s future growth.
Overall, SEAT’s decision to replace the Tarraco with the Terramar demonstrates its dedication to staying competitive in the evolving automotive market. The shift towards electric and hybrid vehicles, along with the expansion of the Cupra brand, positions SEAT for success in the coming years.
