Major Car Brand Delays EV Launch
One of the automotive industry’s most recognizable brands has announced it will not be releasing any electric vehicles until after 2030, despite recognizing electric vehicles’ importance to the brand’s long-term survival.
Seat CEO Wayne Griffiths revealed the company will make a decision on its EV timeline “at the end of the decade.” The Spanish brand, owned by Volkswagen Group, was originally slated to launch the El-Born as its first electric car in 2021, but this model was ultimately rebadged as the Cupra Born.
“For Seat to have a certain future, we need to have an electric future,” Griffiths admitted during Seat and Cupra’s 2024 results conference. When questioned about the delay, Griffiths pointed to the company’s present financial stability as a key factor. Seat appears to be in a strong financial position, with Griffiths stating that “Seat at the moment is in a good place.” The brand saw 310,000 vehicle sales last year, representing a 7.5 percent increase compared to 2023, contributing to a turnover of €4.8 million (£4 million).
Manufacturing capacity constraints at Seat’s Martorell factory in Spain are another factor in the delayed EV timeline. The facility will be producing the upcoming Cupra Raval and Volkswagen ID 2, leaving limited space for other model production.
Griffiths stated that “at the moment [an EV] for Seat is not an immediate priority.”
The success of its sister brand Cupra has also reduced the urgency for Seat to enter the electric market. Cupra, which features the Born and Tavascan electric models, recorded impressive 2024 sales of 248,100 vehicles.
When asked if Volkswagen’s upcoming ID.1 model, targeted at around £17,000, could provide the basis for Seat’s first EV, Griffiths said he “would consider it in the future” but that “it is not the time for a Seat EV just yet.” He added that he “would not rule out” the prospect of an ID.1 twin for Seat eventually.
According to the Society of Motor Manufacturers and Traders, Seat has sold 2,915 cars in the UK so far this year, while 3,850 new Cupra models have been registered.
Cupra has experienced significant growth, with a 28 percent increase in UK sales compared to the same time last year, while Seat has registered 2,000 fewer vehicles, representing a significant 42.9 percent drop. Despite this, Seat is still outselling other major manufacturers like BYD (2,791), Citroen (2,139), Fiat (2,034), Lexus (1,660), and Porsche (1,794).
