7:15 am, September 4, 2026
Spanish brand Seat could be set for the chop as VW Group continues to focus attention towards Cupra instead.
That is according to reports in Germany, which suggest that the brand could be phased out as soon as 2029.
The same reports state that the decision has already been approved by Volkswagen’s management board and will be put before its supervisory board later today (Sept 4).
If given the green light, it would mean the end of Seat after almost eight decades of making cars.
In response to the reports, Volkswagen Group refused to deny that the brand could be axed, with resources redirected towards Cupra.
In a statement issued to Autocar, Seat Cupra UK said: ‘The entire industry, including the Volkswagen Group and, of course, Seat S.A., is undergoing a profound transformation, driven by our commitment to electrification.
‘The global context has changed significantly, with a strong impact on the automotive sector, particularly over the past year.
‘Therefore the Volkswagen Group is working on a transformation plan for the entire Group business to strengthen its competitiveness and efficiency.’
The news comes as Seat continues to find itself firmly in the shadow of sister-brand Cupra.
Cupra delivered a record 170,100 cars globally in the first half of 2026, compared with 129,600 Seat vehicles. That gave Cupra almost 57% of the two brands’ combined 299,700 deliveries.
Cupra was originally used for Seat’s performance models before becoming a standalone marque in 2018.
Car Dealer reported last October that Seat was being repositioned as VW’s entry-level brand, having ceded the sportier space to Cupra.
However, it now seems that the brand will go for good in just three year’s time.
The spokesman for Seat Cupra UK added: ‘The goal is to make the entire Volkswagen Group and respective entities more efficient and leaner and to capture technological synergy potential consistently. This strategy has been discussed in several supervisory board meetings.
‘No decisions have been taken at this stage. We will inform about any strategic decisions affecting Seat SA in due time.’