The day has come – the SEAT brand will be discontinued by the VW Group. This decision has been speculated upon for a long time; VW Group had been considering ending the SEAT brand, but it managed to survive until now. However, this announcement marks the final chapter for SEAT. SEAT will cease production of cars altogether at the end of the life cycle of the current-generation models (Source: Autocar). The future of the SEAT brand will focus on mobility solutions, such as electric scooters.
On the other hand, the CUPRA brand will continue to manufacture cars. CUPRA essentially represents the performance-oriented version of the SEAT brand.
Unfortunately, SEAT never managed to achieve millions in sales, and its brand image was somewhat confusing. Was SEAT meant to be an affordable alternative to Audi or a sportier version of Skoda? Additionally, SEAT cars often struggled to provide the same level of sales figures as other VW Group brands.
To be honest, I’m not surprised to hear that SEAT will be discontinued. My main concern now is what will happen to the people working for SEAT?
Photos // SEAT