Seat sets sights on overhaul of all its cars

After a yr of record operating profits carmaker Seat is planning to update all of its automotive models to counter suggestions that it would stop making cars carrying the Seat logo.

Refreshed versions of the Arona and Ibiza were revealed at the corporate’s annual financial results conference, featuring updated front ends and enhanced technology. The Seat Leon may also undergo updates and is ready to debut before the top of 2025, with a brand new plug-in hybrid powertrain with a bigger battery for an extended electric driving range of around 60 miles.

The lifecycle of the Ateca will probably be prolonged with a series of updates.

Waiting for beyond 2030, Seat acknowledges the need to impress to be able to remain competitive. There have been reports suggesting that the Seat brand could possibly be shut down in order that the corporate can focus more on its profitable Cupra division.

With its sharper styling and sportier brand positioning, Cupra has enabled Volkswagen Group to sell what are effectively the identical cars as Seat but at higher list prices

Last yr Thomas Schäfer, board member at Volkswagen Group which owns Seat, said it had change into ‘prohibitive’ to proceed investing in each Seat and Cupra, and that VW Group would back Cupra as a consequence of its “far greater” earning potential and growing popularity.

But now the group seems to see a future for each.

Wayne Griffiths, CEO of Seat and Cupra, said this week: “My message is evident, the Seat brand is in great health and can proceed to play a key role in meeting our profitable growth in the long run. It’s necessary that Seat gets back to where it belongs.

“On our journey to electrification, we are going to launch improved plug-in hybrid and fuel-efficient cars throughout the Seat brand until the top of the combustion engine era. We’re working to speculate within the brand and can update the Ibiza, Arona, Leon and Ateca.”

Griffiths discussed plans to transition Seat into the electrical market, using platforms from the VW Group’s upcoming electric vehicles.

Meanwhile, Cupra, Seat’s high-performance division, will introduce recent models just like the Tavascan, Terramar, and Raval. The Cupra Born may also be updated with a sportier version. Facelifted versions of the Cupra Leon and Formentor are expected to be revealed soon.

Griffiths emphasized Cupra’s significance in Seat’s future profitability, noting its role as the first driver for fulfillment and readiness for the following phase with recent models.

After facing several challenges in recent times, including the rising cost of raw materials, inflation and the impact of war, supply chain stabilisation in 2023 led to a rise in production and deliveries. Globally, Cupra once more broke records with 230,739 deliveries, up 50.9% in comparison with 2022 (152.896). The Seat brand, meanwhile, returned to double-digit growth with 288,437 deliveries (2022: 232,696; +24.0%).

Its 2023 operating profit reached a record 625 million euros, rising 592 million euros (2022: 33 million euros). This represents an improvement in return on sales of 4.1 percentage points, from 0.3% to a positive 4.4%. Annual turnover also reached an historic 14.333 billion euros, 31.0% greater than 2022 (10.941 billion).