The rumors of her death were premature: SEAT's surprising plans

• Published date: 27 March 2024
• Author: KEINAN COHEN/WALLA
• Publication title: Jerusalem Post, The: Web Edition Articles (Israel)

The goal was clear: SEAT succeeded in transforming its sports division into a young luxury brand, with more expensive and profitable models. The factory will continue to operate as usual, but within a few years, the production of less profitable SEAT models will stop, in favor of Cupra models

This was the message since SEAT remained the only brand in the Volkswagen group's popular arsenal without a single electric car in its lineup. "We cannot electrify both brands simultaneously. SEAT and Cupra complement each other during the transition period, we do not need to decide about SEAT right now," Griffiths said then.

At the time, SEAT's production plans extended until 2028-2029. In September of that year, the announcement and acknowledgment came, the company's chairman Thomas Schäfer said in an interview with the British magazine "Autocar" that indeed, by the end of the decade, the old Spanish company (74 years old) would stop car production under its name.

But this whole plot takes a really interesting turn just last night, when that Griffith spoke about Seat's commitment to investing in developing gasoline-powered cars and plug-in hybrid vehicles and economical and attractive solutions (meaning, cheap - approx.) for the general public until the end of the era of internal combustion engines. "We want to bring Seat back to where it belongs," he said at the event, "while continuing the double-digit growth from last year and the investment in the brand and its models. Regarding Seat, I promise you - the best is yet to come. Seat is here to stay."

He explained that the focus on the Cupra brand stemmed from the need to improve the company's profitability and to establish a position that would lead the company into the...