Last month, a report alleged Seat, the Spanish automaker, was on the chopping block. Volkswagen Group was supposedly on the verge of axing the brand by the end of the decade to focus on Cupra, but the automaker has made no official announcement, and Seat’s CEO, who also heads Cupra, indicates the brand isn’t dead yet.
In an interview with Autocar at the Paris Motor Show, Markus Haupt acknowledged “there is a scenario where a phase-out of Seat could be reality,” but it is apparently one of several options under consideration. Haupt said the brand continues to receive investment, with new mild-hybrid models launching next year.
It remains unclear when Volkswagen Group could decide Seat’s future, but Haupt suggested the decision could depend on future regulations and buyers. He said:
‘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.’
VW Group is undergoing a massive restructuring as it adapts to a changing global auto industry. Increased competition from China and tariffs from the United States are putting pressure on the German auto conglomerate, forcing the automaker to cut costs.
Volkswagen Group has not yet broken down Seat and Cupra sales, but combined sales for the two brands are down. The automaker sold 2.3 percent fewer cars in the third quarter of 2026: 133,700 versus 136,900.
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