SEAT & CUPRA closed 2025 with a new all-time sales record, delivering 586,300 vehicles worldwide despite ongoing pressures across the global automotive industry. The result marks a 5.1% increase on 2024 and surpasses the previous high of 574,100 units set in 2019, underlining the strength of the group’s dual-brand strategy and its accelerating shift toward electrification.
At the heart of this performance was CUPRA, which enjoyed its most successful year to date. The challenger brand delivered 328,800 vehicles, up 32.5% year-on-year, and celebrated a major milestone by surpassing one million total sales globally. SEAT, meanwhile, delivered 257,400 vehicles during its 75th anniversary year, navigating industry-wide headwinds while laying the foundations for its next chapter with the unveiling of the new Ibiza and Arona.
Electrified vehicles were a standout growth driver across the group. Plug-in hybrid deliveries rose by 69.2% to 84,400 units, while fully electric vehicle sales surged 65.9% to 79,700 units. Together, these figures highlight the company’s deepening commitment to electrification as it prepares for the next phase of its product and production transformation.
“2025 has been a landmark year, delivering record-breaking results that underscore the strength of our strategy and, in particular, CUPRA’s exceptional performance,” said Markus Haupt, CEO of SEAT & CUPRA. “CUPRA’s best-ever sales show how strongly the brand resonates with a new generation of drivers who value performance and design. While SEAT sales declined, the brand remains a cornerstone of our company, supported by continued investment and a clear future roadmap.”
Strong performance across key markets
Germany consolidated its position as the group’s largest market, with 156,200 vehicles delivered, up 8.2% year-on-year. Spain followed with 92,700 sales, an increase of 6.8%, while the United Kingdom ranked third with 64,300 deliveries, down 4.3% compared with 2024. France and Italy completed the top five markets, with 38,900 and 30,200 vehicles delivered respectively. Beyond Europe, global markets continued to play an important role, with Türkiye posting particularly strong growth at 23,000 deliveries, up 6.8%.
CUPRA: momentum without pause
CUPRA continued to set records across Europe, strengthening its position as one of the continent’s fastest-growing automotive brands. Its 2025 deliveries of 328,800 vehicles translated into a 2.22% market share, bringing it closer to its long-term 3% target.
The CUPRA Formentor remained the brand’s best-selling model with 104,400 units, while the Terramar achieved an impressive 66,000 deliveries in its first full year on the market. Battery electric vehicles now account for nearly a quarter of CUPRA’s total sales, led by the Born with 43,700 units and the Tavascan with 36,000.
Germany once again led CUPRA’s growth, recording a 27.7% increase to 103,100 deliveries. The UK followed with 41,200 units, up 35.7%, ahead of Spain, France and Italy, all of which posted strong double-digit gains.
The brand also capped the year with a series of accolades, including being named Auto Motor und Sport’s Trendiest Brand and winning the Golden Steering Wheel for the CUPRA Terramar. Five-star Euro NCAP ratings across multiple models, the opening of new CUPRA City Garages in Vienna and Manchester, and the unveiling of the CUPRA Tindaya Showcar further reinforced its design-led, performance-focused positioning. Looking ahead, CUPRA is also preparing to expand into new global markets, including the Middle East.
SEAT marks 75 years and looks forward
For SEAT, 2025 was a year of reflection and renewal. While deliveries declined to 257,400 units, the brand marked its 75th anniversary by unveiling the new Ibiza and Arona and setting out a clear roadmap for the future. The Ibiza remained SEAT’s best-seller with 94,800 units, followed by the Arona with 72,400.
Spain continued as SEAT’s largest market with 66,100 deliveries, up 2.6%, followed by Germany and the UK. Despite softer volumes, the brand reaffirmed its commitment to accessible mobility and to building on its strong heritage.
Martorell at the centre of the electric transition
Production performance remained resilient in 2025, with global output reaching 584,693 vehicles, slightly ahead of 2024, despite the temporary closure of Martorell’s Line 1 for electrification works. Of this total, 470,347 vehicles were produced at the Martorell plant, which also manufactures the Audi A1.
A key milestone was the opening of the new battery system assembly plant, a crucial step in the group’s electrification strategy. From 2026, Martorell will take on an even more central role as production of the Volkswagen Group’s Electric Urban Car family begins, including the CUPRA Raval. This move positions Spain as a major European hub for electromobility and signals the next phase in SEAT & CUPRA’s transformation.
With record deliveries behind it and a wave of new electric and refreshed models ahead, SEAT & CUPRA enter 2026 prepared for continued market challenges, but firmly focused on shaping the future of mobility.
