The future of Seat, which officially announced in May that it would stop making cars, is clear. Speaking at the Munich Motor Show, Volkswagen Group CEO Thomas Schäfer confirmed that they will find a “new role” for the brand and turn to Cupra.
VW CEO says Seat’s future is the Cupra
With the announcement from Seat’s parent company Volkswagen Group, it was stated that the brand will be completely eliminated in the coming years. The company, which will direct current production and operations to Cupra, will also eliminate sub-brands such as Ibiza.
Speaking at the Munich Motor Show, Volkswagen Group executive Thomas Schäfer said, “The future of Seat is Cupra”. With this statement, he also confirmed that the company plans to increase its investments in Cupra.
According to the information shared at the motor show, popular Seat models such as the Leon hatchback will go on sale under the Cupra brand in the coming years. Other sub-models, such as the Ibiza, will be discontinued after the completion of their production processes.
While it is confirmed to be retired for the automobile world, it is stated that the Seat logo can be used for mobility solutions such as e-scooters. With this transition, VW aims to transfer its resources to the Cupra division.
VW’s move marks the end of an era for the Seat brand, which was founded in 1950. After more than 70 years, the company will continue to live on with the high-performance Cupra.
According to Schäfer, investing in both Seat and Cupra has become prohibitive. Cupra has grown in popularity and become a much more lucrative brand, outpacing even established brands like Alfa Romeo and Polestar.
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