The future of the Seat brand has been a topic of speculation recently, with some questioning its viability in light of the success of its performance-focused sister brand, Cupra. However, Seat and Cupra boss Wayne Griffiths has put those rumors to rest by confirming that Seat will continue to exist in the future, albeit with a different focus.
According to Griffiths, Seat’s future lies in the development and production of lower-cost electric cars. He stated that Seat will remain centered on Cupra for the foreseeable future, as it is currently more profitable. However, the focus will shift back to Seat when electrification reaches lower-priced segments and there is a suitable demand for affordable electric vehicles.
Griffiths emphasized that profitability is a priority for the Seat group, and while a lower-cost electric car is not an immediate priority, it may become one in the future. He cited the success of Cupra in contributing to Seat SA’s profitability, with the brand accounting for close to 50% of Seat SA’s volumes.
To demonstrate its commitment to investing in Seat models, the company has recently invested in substantial facelifts for the Ibiza and Arona. Griffiths noted that these facelifts were important in showing that Seat is still dedicated to its core models.
Griffiths made it clear that both Seat and Cupra will coexist for at least the next five years, with no plans to launch new models that would carry both brands’ badges. All immediate launches from the Seat group will be under the Cupra brand. Griffiths assured that there is room for both brands and that one does not exclude the other. He stressed the importance of making priorities to save the company, its workers, and secure its future.
Regarding Cupra’s positioning, Griffiths stated that it will always be positioned above the mass market but not in the premium segment. This positioning excludes Cupra from launching a model priced as low as €20,000. The upcoming Raval, priced between €25,000 and €30,000, will serve as Cupra’s entry point.
Cupra is leading the development of the Raval, as well as the Volkswagen ID 2 and Skoda Epiq, all of which will be built at the Martorell plant from 2026. These investments demonstrate the Volkswagen Group’s commitment to Seat and its future in Spain.
Griffiths revealed that even the King of Spain, who owned an Ibiza as his first car, had asked him to clarify the future of Seat. He was pleased to provide reassurance and highlight the company’s commitment to the brand.
In conclusion, while there has been speculation about the future of the Seat brand, Seat and Cupra boss Wayne Griffiths has confirmed that Seat will continue to exist. The focus will shift to lower-cost electric cars when profitability can be achieved. The recent investments in the Ibiza and Arona demonstrate Seat’s commitment to its core models. Both Seat and Cupra will coexist for the next five years, with no plans for models that carry both brands’ badges. Cupra will always be positioned above the mass market, excluding it from launching a model priced as low as €20,000. The upcoming Raval will serve as Cupra’s entry point. The Volkswagen Group’s investments in Seat show its commitment to the brand and its future in Spain.
