► Electric Seat needed to secure brand’s future
► But now is not the time to launch an EV, says boss
► Cupra remains the focus before Seat
Seat will continue to focus on combustion cars until at least the end of the decade, and now is not the right time to launch an electric car according to the firm’s boss.
Speaking at Seat and Cupra’s annual conference, Wayne Griffiths was cautious about the current rate of electrification growth amid buyer hesitancy and a lack of support from governments. As a result, plans to electrify Seat are on hold and ‘not a priority’ as the brand’s long-term future remains uncertain.
An electric Seat is still some years away
While Cupra presses ahead with its launch of EVs, an electric Seat remains on the backburner.
‘I wouldn’t rule out going forward for Seat that we might need an electric entry model, but this would have to be profitable,’ says Griffiths, CEO of both Cupra and Seat.
‘We cannot invest on projects that are not profitable and this why we believe now is not the time to electrify Seat. When we get to 2030 with a 40 per cent EV share in Spain, that will be the time, but as of now with a five per cent share, it’s not the time.’
Griffiths said that Seat is ‘still in good shape’ but that an electric line-up would be needed for it to have a ‘long-term future’. The brand also seems unwilling to spin off a Seat version of the Cupra Raval, due to be revealed later in 2025.
‘A decision on a Seat electric vehicle will need to be made by the end of the decade for Seat to continue, and will be necessary. At the moment it’s not our priority as we have so much other stuff to do.’
Current ICE Seats to remain on sale for several more years
Despite Seat’s ageing line-up – its newest car, the Leon is now five years old – its sales still grew by 7.5 per cent in 2024 to around 312,000 units, and remain ahead of Cupra (just).
But it leaves an ailing line-up, more so following the seven-seat Taracco SUV being discontinued last year. Seat has already confirmed that its Ibiza and Arona will be updated later in 2025 with new mild-hybrid engines and styling updates, but they’re unlikely to be significant. Considering both cars have been on sale since 2017, it leaves them feeling rather outdated.
But there is still life left in them, stresses Griffiths, with the Ibiza, Arona and Leon all remaining on sale ‘until the end of the decade’.
‘We’ll then make a decision whether we stay on with combustion cars or invest further in Seat.’
Cupra Raval reveal date confirmed
While things might remain stagnant at Seat, you can’t say the same at Cupra. Last year it introduced significant updates for the Cupra Leon and Formentor, while it also launched the Terramar and electric Tavascan at the end of 2024 as two new models.
Next up is the Cupra Raval, its compact electric car that will serve as the sibling car to the Volkswagen ID.2. Cupra has now confirmed the Raval will be unveiled at September’s Munich motor show, where the wraps will also be pulled off the ID.2. Sales for both are unlikely to start until 2026.
The Spanish carmaker has taken the lead with the development of these compact EVs, with production of both taking place at Seat’s Martorell factory, close to Barcelona.
EU tariffs on the China-made Tarascan hit it hard
Cupra has been a huge success story for the Volkswagen Group, with annual sales close to overtaking those of Seat. By the end of 2025 it’s expected to have notched up more than a million sales, not bad considering it only launched in late 2018 with the Cupra Ateca and existed with just the one car until 2021.
But it encountered its major hiccup in 2024 when soon after production of the Cupra Tavascan commenced in China, the EU imposed tariffs on all cars made in the country. Produced in the province of Anhui and rebadged as a Volkswagen for the Chinese market, despite negotiations with the EU, Cupra has had to swallow 20 per cent tariffs on its flagship electric SUV.
Cupra’s boss is unsurprisingly unhappy about the EU’s tariffs on Chinese-produced EVs, saying: ‘The EU’s decision to impose tariffs on EVs from China has had a direct impact on one of our latest launches, the Cupra Tavascan.
‘Bluntly, protectionism and tariffs don’t work because they slow down the adoption of electric vehicles, damage consumer confidence and in time also threaten jobs. We’re working closely with governments and Europe on getting an answer.
‘There is support there but as yet we don’t have a solution and time is running out. We’ve taken a significant financial hit [the 20 per cent EU tariff] and we still are. We can’t go on like this,’ said Griffiths.
Cupra still wants to enter the US
Cupra is continuing to march ahead with perhaps its boldest commitment to date – launching in the US. Planning to enter the world’s second largest car market by 2030, the Spanish firm hopes to rely on the Volkswagen Group’s expertise and infrastructure, and is looking at producing cars there to avoid potential tariffs.
Cupra initially said it planned to launch in the US with only electric models, though has quickly changed its mind given slow EV sales in the States.
Griffiths said: ‘We are convinced that going to the US is the right step for Cupra but also helping the [Volkswagen] group in the US.
‘We originally said we would go to the US with only EVs but if we did that today we would certainly not be happy because 90 per cent of the market remains combustion. We can’t bet on one horse because of government, regulations and tariffs, but we need to stay flexible and bet on both technologies.’