The boss of Seat has said no decision has been taken about the brand’s long-term future – and its future could depend on forthcoming regulations about how long combustion-engined cars can be sold.
The Spanish’s brand’s future has been in doubt for some time, owing to the growth of its higher-margin sibling brand Cupra, and it now currently only offers the ageing Ibiza and Arona models. The wider Volkswagen Group is currently in the midst of a major restructure that could lead to half its model variants being cut – and Autocar has seen documents that says the Seat brand will be axed by 2029.
But speaking to Autocar at the Paris motor show, Markus Haupt, CEO of both Seat and Cupra, insisted that the former brand’s future has not yet been decided.
“The Seat Ibiza is our best-selling car in Spain, and the Seat brand has grown share in some markets, so the brand is strong. And we’re investing in the brand: next year, we’ll launch mild-hybrid engines for Ibiza and Arona, and that is proof we believe in this brand, because we need this brand. Seat is part of our strategy, and we keep investing in Seat,” he said.
Haupt acknowledged the reports following the VW Group restructure, but said “there is not only one way” for Seat in the future.
“We have different scenarios on the table, and yes, there is a scenario where a phase-out of Seat could be reality,” he said. “But even if that would come, I would say to our customers that they can be relaxed by this, because even if this were to happen someday, we will still give 15 years of service for the brand [vehicles]. So there is no real panic about any decision – totally the opposite.
Asked by Autocar what would determine Seat’s future, Haupt added there was no fixed date for a decision, adding: “There's lots of regulation. Now we know that CO2 is playing a big role already, but starting in 2030 it will be even harder.
"But there can be flexibility, and this could directly impact our decision-making. So the geopolitical environment, and also the customer experience and the speed of electrification, will be something that will define if Seat will still be needed after this time.
“We are working with the scenarios, and I think any date will be determined by regulation and customer behaviour.”
