Seat CEO Griffiths: Strong Announcements!

Thanks to Cupra, Seat is hitting a new high: The brands achieved the best financial results in their 73-year history in 2023. Interestingly, Seat CEO Griffiths absolutely does not want to "phase out" Seat, but seems to have plans to reposition the brand. He also questioned how the EU's ban on combustion engines could suddenly be called into question in 2035. A reversal that the Briton cannot understand in light of climate change. Just as it doesn't make sense to question electromobility as a logical consequence.

But back to Seat: The brand will bring improved plug-in hybrid vehicles and "fuel-efficient vehicles" for the entire Seat brand fleet to market until the end of the combustion era. For example, the revised Leon Plug-in's electric range is expected to increase to 100 kilometers. And after Seat recently tended to cut back its program somewhat, Griffiths now also seems to plan growth for Seat and not just for Cupra, and explained:

“We want to bring the Seat brand back to where it belongs, and continue last year's double-digit growth with new investments in the brand and its models.”

In this context, they are also looking at what can be offered in the electric world under the Seat brand. The statement that especially caught attention was:

“When it comes to Seat, I promise you, the best is yet to come.”

Still, when it comes to electromobility, Cupra maintains priority: the Born will be accompanied by the Tavascan, built in China, and international market entries such as in Australia or even the US by the end of the decade are being planned through Cupra. Cupra has by now been positioned excellently alongside Alfa Romeo and BMW, and thus also subtly above VW...

Which brings us back to Seat: Since Skoda has also developed upwards and VW does not really have cheap entry-level models, the previously rather lukewarm Spanish brand could be repositioned: against Citroen, Fiat, and Dacia and against Chinese budget brands. Therefore, under the "Future: Fast Forward" project, the Seat Group also wants to make Spain a hub for electromobility in Europe. The company is already building its battery system assembly plant in Martorell and will begin converting production line 1 in its factories in September. This is where future small electric cars such as the Cupra Raval, VW ID.2, and the Skoda Epiq will be produced, providing the basis for a new, significantly leaner electric Seat model. Additionally, Seat is also planning scooters and services like Renault's subsidiary "Mobilize." This could allow Seat to offer everything except cars. We can be curious.