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Seat’s future is once again at the heart of the debate over the transformation of Spain’s automotive industry. The government has closed ranks in defence of the historic brand after the Volkswagen group acknowledged that its continued existence beyond 2030 is under review.
First Vice-President and Economy Minister Carlos Cuerpo said this week that the government will make “every effort necessary” to keep Seat, a brand he described as “traditionally Spanish”.
The government’s stance comes after SEAT S.A. clarified its future plans in response to reports of a possible disappearance of the brand. The company has confirmed it will press ahead with the launches and updates already scheduled, including mild-hybrid versions of the Ibiza and Arona planned for 2027.
However, the brand’s future after the current product cycle remains undecided. The company acknowledges that regulation, the cost of electrification and the investment needed to develop a new generation of electric vehicles are making it “increasingly complex” to continue investing in the brand.
“Several scenarios remain possible beyond 2030,” the company says (source in Spanish), which stresses that “no decision has yet been taken”. The brand’s continuation will depend, among other factors, on how regulation evolves, consumer demand and market conditions.
“A solid future” for SEAT S.A.
The company is also keen to distinguish between the future of the Seat brand and that of SEAT S.A., the company that encompasses Seat and Cupra and whose main industrial site is in Martorell, near Barcelona.
Volkswagen maintains that SEAT S.A. has a “solid future” within the group and plans to strengthen its industrial role, while Cupra will remain the company’s main driver of growth and profitability.
The group is also sticking to its commitment to electrification in Spain. Volkswagen and SEAT S.A., together with the partners in the Future: Fast Forward project, announced in 2022 an investment of 10 billion euros to drive electrification, including the transformation of the Martorell plant to produce urban electric vehicles.
Prime Minister Pedro Sánchez described Seat in June as an “iconic brand in Spain” (source in Spanish) and as a “fundamental” element of both the industrial ecosystem and the country’s identity during a visit to Martorell.