May 28, 2023

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“We are not killing Seat,” says brand chairman

The long run of Seat is risk-free for the time staying, despite getting unprofitable and positioned along with its sibling model Cupra’s meteoric rise. Skoda chairman and Volkswagen CEO Thomas Schafer told Autocar: “We are not killing Seat. We just will need to determine on its long run.”

The VW Group-owned Spanish manufacturer savored a lot success with designs these types of as the Seat Ateca and Seat Leon but has been having difficulties in latest yrs, although the extra-expensive, greater-margin Cupra line-up has been a triumph.

Seat’s European income year-on-12 months dropped 45% in July and 42% in August, as it appears past in the queue at the VW Team for semiconductor offer. It has no electric powered vehicles on sale, a stark distinction to the relaxation of the team.

While Schafer insisted Seat will proceed, he also commented: “Cupra is the upcoming of Seat. Cupra is the reinvention of Seat likely forward. Cupra will move a lot quicker into electrification.

“We are nonetheless performing on a program for Seat, It is good until eventually 2028 or 2029. It is an entry-level brand name for youthful clients. It truly plays to Europe, notably Spain, British isles and Austria,” he additional.

A single strategy for its foreseeable future outlined by Schafer is as a mobility manufacturer. This would assure Seat neatly fitted into the broader VW Team line-up even though not conflicting with other marques, particularly Skoda.

Seat is already tests the drinking water in the mobility room, possessing showcased its Renault Twizy-esque Minimo, in addition a range of electric scooters these types of as the Mo 125.

In the meantime Cupra “is not a volume player” claimed Schafer, but has “a sharp positioning” in just the team pleasing to a a lot more “rebellious, younger audience”.