Since its breakaway in 2018, Cupra has stormed up the sales charts; not so for Seat, but the brand still has a future
What’s Spanish for meltdown? That's what Seat chairman Thomas Schäfer caused at the Munich motor show last September when asked about the long-questioned future of the country's national car maker. In a roundtable interview at which Autocar was present and reported his comments from first, Schäfer said “the future of Seat is Cupra”, investments would go to Cupra and Seat would get a “new role” that would be rooted more in different kinds of e-mobility.
The discussion is now over for most people, I think certainly it is in Spain," he said. The question around Seat detracts from what should be a positive story around Cupra, although perhaps outside of Spain there is confusion in that Seat not only refers to a car brand but to a group containing the Seat and Cupra brands - and all the manufacturing and R&D facilities, which have been subject to recent €10 billion investments from Seat's Volkswagen Group parent.
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