Seat at risk: it could disappear by 2029

The Seat brand could disappear from the radar within a few years. By 2029, to be precise. Autocar reports this, explaining that the Volkswagen Group is considering the possibility of gradually eliminating the Seat brand within the next three years. A decision that would be part of a broader program of operational simplification and cost reduction. Some German media report that the proposal in question has already been approved by the Volkswagen board of directors, and that it could be presented to the supervisory board tomorrow.

Seat at risk of disappearance

According to the plan, Autocar explains, Seat would disappear from the Volkswagen Group’s brand portfolio by the end of the decade. Financial resources would be concentrated on Cupra, which now far exceeds the sales of the brand from which it originated. Meanwhile, the British division of Seat and Cupra has acknowledged that the entire sector is undergoing a profound transformation towards electrification, and that the global context has changed significantly. “Therefore, the Volkswagen Group is working on a transformation plan for the entire group in order to strengthen its competitiveness and efficiency“, it reads.

Focus on Cupra

The company’s goal is therefore to make the entire Volkswagen Group and its individual entities more efficient and lean, constantly leveraging the potential of technological synergy. A strategy that has already been discussed in several supervisory board meetings, although no decision has been made to date. The numbers don’t lie: Cupra registered a record number of 170,100 vehicles in the first half of 2026 compared to Seat’s 129,600, representing almost 57% of the total 299,700 deliveries of the two brands from January to the end of June.

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