The Martorell-based automotive group has closed 2025 with the best commercial figures in its history. Between Seat y Cupra have been delivered 586.300 vehicles worldwideThis represents a 5,1% increase compared to 2024 and surpasses the previous record set in 2019, when 574.100 units were produced. All of this is happening against a backdrop of slowing demand, regulatory pressure on emissions, and a transition to electrification that is proving challenging for European industry.
This new total sales ceiling is clearly supported by the Cupra pullwhich is consolidating its position as the group's main commercial engine. While the sports brand is growing strongly in Europe and in selected markets outside the continent, Seat is experiencing one of its most delicate periods, with declining sales volume but maintaining a relevant role as access brand and industrial base from the Spanish manufacturer within the Volkswagen Group.
A global record of 586.300 cars and a shift in the balance of power between brands…
For the year as a whole, Seat and Cupra have recorded 586.300 units deliveredCompared to 558.200 in 2024, this represents a 5,1% increase. The figure comfortably surpasses the 2019 record of 574.100 cars and confirms that the company has been able to to recover from the impact of the pandemic, from the bottlenecks in the supply of components and from economic volatility in Europe and other markets.
The internal distribution of sales reflects a structural shift in the group's strategy. Cupra signed 328.800 registrations In 2025, this represents a 32,5% increase compared to the previous year (248.100) and the best figure since its launch as an independent brand in 2018. With this, it comfortably surpasses one million vehicles sold since its inception and already accounts for around 56% of the group's deliveries, consolidating the well-known overtaking a Seat.
For its part, Seat closed its 75 anniversary to 257.400 cars soldThis represents a 17% drop compared to 2024 (310.000). The brand is feeling the effects of a less electrified range and competitive pressure in the combustion and mild hybrid segment, although it remains key in markets like Spain and maintains a significant weight in the group's production and industrial capacity in Europe.
A determined push for electrification…
Beyond the total volume, one of the data points that the company highlights is the strong growth of electrified vehiclesIn 2025, sales reached 84.400 plug-in hybrids, 69,2% more than a year earlier, and 79.700 fully electric carsThis represents an increase of 65,9%. These figures show that, although the share of pure electric vehicles remains a minority in the overall fleet, the acceleration of demand is clear.
In the case of Cupra, pure electric vehicles already account for close to a quarter (24,2%) of its sales. The Cupra born, with 43.700 units delivered, as well as the cupra tavascan, with 36.000 registered vehiclesThey are leading this offensive. The push for these models comes despite constraints such as tariffs on electric cars manufactured in China, which affect the Tavascan, assembled at the Volkswagen Group's Anhui plant, and which have had an impact on the profitability of the group during the exercise.
In parallel, the manufacturer has made progress in plug-in hybrids and partial electrification solutions such as the systems mild hybrid, intended for the new Seat Ibiza y Arona that will reach the market with 48 volt mild hybridisation, a technology especially in demand in Spain and other European countries that seek to reduce emissions without completely abandoning the combustion engine.
Cupra: unstoppable rise and recognition in Europe…
Cupra has been the star of the year. With 328.800 vehicles delivered in 2025The sports brand not only achieves its best record, but also consolidates its position as one of the fastest growing firms in Europewith a market share of 2,22% on the continent and the goal of approaching 3% in the coming years.
The star model remains the Cupra-Formentor, which has reached 104.400 units sold globally, establishing itself as the brand's most popular car. It is accompanied by the Cupra Earthsea, which has closed its first full year in the market with 66.000 registrations and has become one of the pillars of recent growth.
Alongside its commercial performance, Cupra has achieved a significant battery of awards in 2025. It has been recognized as Trendiest Brand by the German magazine Car engine and sport, has won the Golden Steering Wheel with the CUPRA Terramar and has obtained the rating of Euro NCAP five stars in key models such as the CUPRA León, the Formentor, the Terramar and the Born. A combination of results that reinforces its positioning as a high-performance and design brand within the Volkswagen Group.
In parallel, the company has continued to expand its physical and brand presence With the opening of new CUPRA City Garages in Vienna and Manchester, the company now has a network of 12 such facilities worldwide. Furthermore, it has presented the CUPRA Tindaya Showcar at the Munich International Motor Show (IAA) and has advanced its globalization strategy with plans to enter the middle east market, a further step in its expansion beyond Europe.
Seat: volume decline, but still plays a central role…
While Cupra accelerates, Seat faces a period of adjustment and redefinition of its position. The traditional brand, part of the Volkswagen Group for three decades, closed the year with 257.400 units17% less than the previous year. The decline reflects both the lack of fully electric models in its range and the pressure from competition, especially from Asian manufacturers in the entry-level segments.
In terms of product, the Seat Ibiza It continues to be the model with the highest volume, with 94.800 vehicles soldfollowed by the urban SUV Seat Arona, which reached 72.400 unitsBoth have undergone updates and a roadmap that includes mild hybrid versions and improvements in connectivity and safety, with the aim of maintaining their appeal in an increasingly regulated European market.
The 75th anniversary year has also served as an opportunity for Seat to present its roadmap for the coming yearsSeat is focused on reinforcing its role as an affordable and urban brand within the group, while Cupra assumes the leadership in full electrification and a more aspirational positioning. Company management insists that Seat will remain an important pillar, both commercially and industrially, even though the current strategic priority leans towards Cupra.
To reverse the negative sales trend, the company has started production of the new generations of Ibiza and Arona, which will arrive on the market with versions mild hybridThe goal is to offer a more efficient alternative to traditional combustion engines without forcing the customer to make the direct leap to a fully electric vehicle, something that still generates price and infrastructure doubts in much of Europe.
Germany and Spain, the group's great strongholds…
Seat and Cupra maintain a strong European anchorage in their business strategy. Germany, It consolidates its position as the group's leading market, with 156.200 cars sold in 2025 (+8,2%), becoming the basis for the growth of Cupra and a key indicator of its acceptance in Central Europe. Spain It is the second market with 92.700 registrations (+6,8%) and remains essential for Seat due to its high market share. The United Kingdom It occupies third place with 64.300 deliveries, although it falls by 4,3% due to cooling demand.
In the European Top 5, France records 38.900 units (-3,7%) And Italy achieves Car 30.200 (+4,9%). Outside the EU, Türkiye It stands out as an emerging market with 23.000 vehicles (+6,8%), reflecting the commitment to the geographic diversification and international expansion. This performance confirms the strategic importance of Europe in total sales and brand positioning.
By brands, Cupra drives most of the growth in key markets: in Germany, up to 103.100 units (+27,7%), in United Kingdom achieves 41.200 (+35,7%), in Spain 26.600 (+18,8%), in France 22.600 (+28,2%) and in Italy 22.100 (+29,1%). In contrast, Seat maintains its strength in Spain to 66.100 deliveries (+2,6%), but it retreats in Germany, to 53.000 (-16,6%) and in United Kingdom to 23.000 (-37,4%), highlighting the challenge of adapting to the electrification and the changes regulatory.
Industrial results: Martorell holds its own…
In terms of production, the group has achieved to maintain its manufacturing volume practically stable Despite the construction and technical shutdowns related to electrification, global production in 2025 totaled 584.693 vehicles, slightly above the 583.218 units of the previous year, which represents an increase of just 0,2%, but with a much more complex internal and industrial context.
Of the total, 470.347 cars were assembled at the Martorell plant, including models from the Volkswagen Group such as the Audi A1which is also produced at the Catalan facilities. The factory experienced the temporary closure of its Line 1 to adapt the infrastructure to the new generation of urban electric vehicles, which involved an additional planning and logistics effort to avoid hindering supply to the main markets.
At the same time, the company has launched its new battery systems assembly plant In Martorell, a key step has been taken to secure the supply of essential components for electrification and reduce dependence on third-party suppliers. This move is part of a broader Volkswagen Group strategy to make Spain a electromobility hub in southern Europe.
Looking ahead to 2026, Martorell is preparing to begin production of the family of urban electric cars of the German consortium, including the Cupra raval and the future equivalent model for Volkswagen (known internally as ID Polo). These projects are essential to maintaining employment levels and workload at the factory at a time when the Production of combustion engine models is starting to peak..
Management's vision and short-term challenges…
The CEO of Seat and Cupra, Markus Haupt, has described 2025 as “a historic year” in which “record results” have been achieved that highlight the strength of the group's strategy and the “exceptional performance of Cupra.” The executive highlights that the sports brand is connecting with a new generation of drivers which values design, performance and a distinctive image, something that has proven key to boosting sales.
Haupt insists, however, that Seat remains a fundamental pillar of the company, both for its industrial heritage and for its role as a younger, more casual entry-level brand. Management emphasizes that the group will continue investing in Seat and updating its range, while channeling most of its electrification efforts through Cupra and models like the Raval.
Among the immediate challenges, the company identifies the European regulatory pressureThe competition from Chinese brands in the electric vehicle market, the need to improve the profitability of zero-emission models, and economic uncertainty in some key markets are all factors that weigh heavily. Other contributing factors include... tariffs applied to electric vehicles manufactured in China, which directly affect strategic models such as the Cupra Tavascan.
Even with these constraints, Cupra's sales leadership, the progress of electrification, the role of Germany and Spain as commercial hubs, and the industrial transformation of Martorell allow the group to face the coming years with a combination of prudence and ambitionThe 2025 figures demonstrate that the current strategy works, but also that the real test will be sustaining these results in an increasingly demanding and competitive European environment.
Source - Seat SA
Images | Seat – Cupra
