Martorell, 28 July 2025 – SEAT S.A. today announced its financial and operational results for the first half of 2025, revealing a performance shaped by external pressures, a complex regulatory environment, and a strategically timed production shift. Despite these headwinds, the company posted a resilient Q2 recovery, driven by record-breaking sales from its CUPRA brand and a steep rise in electrified vehicle demand.
The first half of the year presented a tough operating landscape, with SEAT S.A. grappling with a less favourable sales mix, the introduction of European Union import tariffs on the Chinese-manufactured CUPRA Tavascan, elevated product costs, and growing competition across key markets. Additionally, a planned temporary slowdown in vehicle output at the Martorell facility—part of the plant’s transition to future EV production—further influenced short-term performance.
Markus Haupt, Interim CEO of SEAT and CUPRA, acknowledged the challenging environment:
“The first half of 2025 confirmed the headwinds we anticipated, including increased market competition and EU import duties on the CUPRA Tavascan. However, we are in active, constructive discussions with the European Commission and remain confident of a favourable resolution.”
Despite these difficulties, the company’s performance showed clear signs of recovery. Operating profit climbed significantly from €5 million in Q1 to €38 million in Q2, pointing to a more optimistic trajectory for the remainder of 2025.
“We’re confident in our ability to navigate what lies ahead,” Haupt added. “Our diversified product portfolio, including CUPRA’s seven-model lineup, puts us in a strong position to continue delivering growth. We are fully aligned with the Volkswagen Group’s electrification strategy and are preparing for a landmark moment in 2026—the launch of the CUPRA Raval, our first electric urban vehicle manufactured in Martorell.”
Rising Sales Amid Structural Transformation
SEAT S.A. delivered 302,600 vehicles in the first half of 2025, a 1.7% increase year-on-year, despite a temporary reduction in production output at Martorell (244,700 units vs. 291,600 in H1 2024). This adjustment, part of a broader transformation project ahead of the Electric Urban Car family’s rollout, is expected to reverse in the second half of the year as capacity returns to previous levels.
While overall sales revenue dipped slightly by 2.0% to €7.6 billion and return on sales fell to 0.5%, key growth indicators remain strong. Electrified vehicle deliveries surged by 76.1%, with battery electric vehicles (BEVs) more than doubling year-on-year (+105.3%)—driven by rising customer demand for the CUPRA Born and the newly launched Tavascan.
“These challenges reflect broader industry dynamics,” commented Patrik Andreas Mayer, SEAT S.A.’s Executive Vice-President for Finance and IT. “But our improved Q2 results show we are on the right track. Our focus remains firmly on margin quality, cost discipline, and unlocking the full potential of our expanded product portfolio.”
CUPRA Continues Record-Breaking Momentum
CUPRA continues to cement its status as a global performance brand, delivering 167,600 vehicles in H1 2025—a 33.4% increase versus the same period last year. This record-setting performance brings CUPRA tantalisingly close to its 1-million-unit milestone, less than seven years after its founding.
The CUPRA Formentor remained the group’s top-selling model, with 54,700 units delivered globally in the first six months. The brand’s aggressive product cadence—launching seven new vehicles in as many years—has played a critical role in maintaining momentum amid a changing automotive landscape.
While plans to enter the U.S. market have been temporarily postponed in light of global market volatility, CUPRA remains committed to international growth.
“This is a postponement, not a retreat,” said Sven Schuwirth, Executive Vice-President for Sales, Marketing and Aftersales. “We’re carefully evaluating the right timing and strategy for the U.S., but our focus remains on strengthening performance in existing markets and expanding into new high-potential regions.”
Electrification at the Core of SEAT S.A.’s Future
As the only automotive company in Spain to design, develop, manufacture, and market vehicles, SEAT S.A. is a vital pillar of the national economy. It is also at the forefront of Spain’s industrial transformation.
Through the Future: Fast Forward programme—a €10 billion initiative in partnership with the Volkswagen Group, PowerCo, and other strategic collaborators—SEAT S.A. is leading the charge to make Spain a European hub for electric mobility.
The Martorell factory is undergoing a once-in-a-generation transformation to support this goal. From 2026, the facility will begin production of the CUPRA Raval, an electric city car designed to make sustainable mobility accessible to a broader audience.
“Our mission is not only to electrify our lineup but to drive the transformation of Spain’s automotive sector,” Haupt concluded. “With our dedicated team of 14,000 professionals and a clear strategic roadmap, we are well positioned to steer through current challenges and emerge stronger.”
Key Figures – SEAT S.A. H1 2025:
- Sales Revenue: €7.6 billion (-2.0%)
- Operating Profit: €38 million (-90.6%)
- Return on Sales: 0.5% (-4.7pp)
- Total Deliveries: 302,600 vehicles (+1.7%)
- CUPRA Deliveries: 167,600 vehicles (+33.4%)
- SEAT Deliveries: 135,000 vehicles (-21.4%)
As SEAT S.A. advances toward a fully electrified future, the company remains committed to resilience, innovation, and long-term value creation—pushing boundaries while laying the foundation for the next era of sustainable mobility.
