Seat may face phase‑out but still receives investment, says CEO

Seat may be phased out by Volkswagen Group, but the brand is not yet dead, says CEO Markus Haupt.

What Happened

Last month a report claimed VW might drop Seat by the end of the decade. Haupt told Autocar at the Paris Motor Show that a phase‑out is one possible scenario among several options. He added that Seat still receives investment and that mild‑hybrid versions of the Ibiza and Arona are slated for 2027. He said any final decision will depend on tightening CO2 regulations after 2030 and on buyer demand.

Reaction

Haupt noted that Seat is seeing growth in some markets and that the Ibiza remains the best‑selling model in Spain. He pointed out that Cupra has already outsold Seat, with 328,800 units versus 257,400 in 2025, and that Cupra sales rose 32.5% while Seat fell 17.0%. Combined Seat‑Cupra sales fell 2.3% in Q3 2026 (133,700 vs 136,900) and 1.4% in the first nine months (433,499 vs 439,500). VW Group is cutting costs amid competition from China and US tariffs, but it has not released separate sales figures for the two brands.

Context

The possible phase‑out reflects VW’s wider effort to streamline its portfolio as emissions rules tighten and global competition intensifies.