This car brand will stop selling… cars

The rumor had been circulating for some time, but it was confirmed at the Munich Motor Show where Thomas Schäfer, CEO of the Volkswagen group, announced in the columns of the British magazine Autocar one “different role” was planned for Seat.

Seat, remember, is the acronym for “Sociedad Española de Automóviles de Turismo” (Spanish Company of Passenger Cars). Except that, in the spirit of the Volkswagen group, cars will soon come out of the equation.

Priority at Cupra for cars

Asked what will happen to Seat, Thomas Schäfer replied that “Seat’s future is Cupra”. The leader pointed out that the group “will invest heavily in the Cupra” and defended this strategic choice by stating that customers got so much “attached to Cupra”, that it is the fastest growing brand in the European market.

Although it’s not official yet, Seat should become a brand of mobility services, like Mobilize for Renault. And mobility would also include other types of vehicles, starting with electric scooters, which Seat already produces with the MÓ 125 model.

What about the models currently in the catalog?

In the meantime, the current models that are the Arona, Ibiza, Leon, and other Ateca, will remain in the catalog for a few years, but will not be replaced by new generations, or at least not under the Seat coat of arms. The next Leon update could mark the end of the model under the Seat badge. Thus, the compact could be, from 2024, only sold under the Cupra brand.

For its part, Cupra is working on updates to existing models and plans to expand its range with the Terramar, a small crossover technical cousin of the Audi Q3. In 2025, the DarkRebel concept should give birth to a small electric sports car, thus joining the electric range alongside the Tavascan and the Born.

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