In a year characterized by uncertainty and shifting dynamics in the automotive industry, SEAT S.A. emerged as a beacon of resilience, reporting an impressive 7.5% growth in vehicle deliveries for 2024. The company’s dual-brand strategy, championing both the innovative CUPRA and the iconic SEAT brands, led to total deliveries of 558,100 vehicles, a notable increase from 519,200 in 2023.
CUPRA: The Unstoppable Challenger
CUPRA continued its meteoric rise in 2024, breaking records with 248,100 deliveries—an increase of 7.5% from the previous year. The brand, which has now surpassed 800,000 vehicles sold since its launch in 2018, stands as Europe’s fastest-growing automotive marque.
The CUPRA Formentor maintained its dominance as the brand’s bestseller, delivering 111,300 units globally. Meanwhile, the CUPRA Born, the brand’s first fully electric model, recorded a robust 41,800 deliveries. Notable growth was achieved across key markets, with Germany leading at 80,700 units (+11.6%), followed by the UK (30,400; +18.3%), and Spain (22,500; +14.8%).
CUPRA also expanded its portfolio with the launch of the CUPRA Tavascan, its first all-electric SUV coupe, and the CUPRA Terramar, a sporty SUV shortlisted for the European Car of the Year 2025. Further globalisation efforts included the opening of City Garages in Madrid and Istanbul and preparations for entering the U.S. market by the end of the decade.
SEAT: A Legacy of Strength and Growth
The SEAT brand proved its enduring appeal, delivering 310,000 vehicles in 2024—a 7.5% increase from the previous year. Celebrating the 40th anniversary of the SEAT Ibiza, the model saw a remarkable 37.1% growth, with 106,700 units sold. The SEAT Arona also performed well, with 90,300 deliveries.
Key markets such as Spain (64,600 units; +8.0%), Germany (63,600 units; +12.0%), and Mexico (18,800 units; +28.7%) underpinned SEAT’s success. The brand’s momentum sets the stage for a historic 2025, as SEAT celebrates its 75th anniversary with new investments and strategic initiatives.
Electrification and Production Milestones
In a declining electric vehicle (EV) market, SEAT S.A. defied trends by achieving growth in electrified vehicle sales, with 49,400 plug-in hybrids (PHEVs) and 48,000 battery electric vehicles (BEVs), reflecting increases of 14.0% and 5.9%, respectively.
Production also surged, with global output reaching 583,218 vehicles, up 9.2% from 2023. The Martorell plant played a pivotal role, manufacturing 481,020 vehicles, including the Audi A1. SEAT S.A. is actively redesigning its facilities for electrification, with the pre-series production of the CUPRA Raval—a cornerstone of the VW Group’s Urban Electric Car project—already underway ahead of its 2026 launch.
The Road Ahead
Wayne Griffiths, CEO of SEAT and CUPRA, emphasized the challenges ahead:
“The automotive industry faced major hurdles in 2024, from economic instability to a cautious EV market. These results reaffirm our strategy and commitment to electrification. However, securing the industry’s future requires urgent action from governments and stakeholders.”
As SEAT S.A. transitions towards electrification, 2025 promises to be a transformative year. With new City Garages set to open in Vienna and Manchester and a continued focus on innovation and global expansion, SEAT S.A. is poised to maintain its upward trajectory.
The success of CUPRA and SEAT not only underscores their individual strengths but also highlights the resilience and vision of SEAT S.A. in navigating a rapidly evolving automotive landscape.
