End of an era? Volkswagen could phase out beloved SEAT brand

One of the car brands most familiar to Croatian drivers could slowly disappear. Volkswagen Group is weighing SEAT’s future after 2030, and one option is to gradually wind down the brand while putting greater emphasis on CUPRA.

That would not mean the end of SEAT S.A., the Spanish company that manages both SEAT and CUPRA. Volkswagen says the company will continue to play an important role in the group, particularly in the production and development of electric cars. But the future of the SEAT badge itself remains open.

CUPRA’s rapid growth is central to the discussion. Once SEAT’s sports designation, CUPRA became a separate brand in 2018 and recorded a first-half 2026 sales record of 170,100 vehicles. Its new Raval has also helped increase demand for electric cars. CUPRA is currently the only one of SEAT S.A.’s two brands to offer fully electric models, including the Born and Tavascan. Production of the Raval has already begun in Martorell, on the same line as the Volkswagen ID. Polo.

SEAT remains focused mainly on internal-combustion and electrified models. Mild-hybrid versions of the Ibiza and Arona are planned for next year, but no direct electric SEAT successors have been announced. Volkswagen is increasingly positioning CUPRA as a global brand, with a goal of reaching 3% of the European market by 2030. Expansion into the Middle East is planned for 2027, while North America is being considered in the longer term.

Spain is also becoming a major European center for Volkswagen’s electric vehicle production. Under the Electric Urban Car Family project, Volkswagen, CUPRA and Škoda electric models are being produced there under SEAT/CUPRA’s leadership. Volkswagen has therefore emphasized that SEAT S.A. has an “important role” in the group’s future, while saying brand strategy will depend on regulation, market conditions and customer demand. No final decision has been made, but after 2030 the group may have to decide whether it still needs two brands increasingly aimed at the same buyers.

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