Seat will offer electric cars only when production costs fall further. But it does not intend to reduce itself to a simple “restyling operation” of the Cupra EV. According to CEO Markus Haupt, the two brands will travel on separate tracks also on the electric front. In the future, Seat and Cupra will have completely separate ranges, so as to maintain distinct identities instead of overlapping products and positioning. In other words, electrification will not be a way for Seat to imitate Cupra, but a choice that will become sustainable over time, when economies of scale and platforms allow it.
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Seat and the plans for electric
Meanwhile, Seat is trying to consolidate its relevance through the current range and the updates already announced. The Spanish brand has ended a long period of stagnation with the restyling of the Ibiza and Arona, accompanied by new mild-hybrid engines planned for next year. A step designed to support sales in the short term. The context is however delicate, because with the withdrawal from the market of the Ateca and Tarraco SUVs Seat finds itself with three models, all petrol, and for the future no immediate operational indications have arrived on an “in-line” electric acceleration. Haupt, in fact, reiterated that today there are no urgent reasons to reconsider the brand’s profitability, also in light of the good commercial performance of the Ibiza in Spain in recent months.
Different track compared to Cupra
Looking further ahead, the time horizon becomes clear: around 2029-2030, when CO2 rules will become stricter, Seat could find itself having to think more concretely about the brand’s future. At that point, further reductions in the costs of electric car platforms will be needed, because, Haupt emphasized, with current levels it would be difficult to generate profits. The strategy, however, is already defined: continue to focus on the models in the range, maintain the balance between Seat and Cupra without “rebadging” products, and ensure that Raval remains exclusively Cupra, without variants with Seat logo or detuned versions designed as a range shortcut.
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