The first six months of 2025 presented a complex and demanding landscape for SEAT S.A., with the company’s H1 financial results reflecting the broader headwinds affecting the automotive industry. Four key factors influenced performance: shifts in the sales mix, EU tariffs on the CUPRA Tavascan (produced in China), increased product costs, and heightened competition in key markets. A planned, temporary reduction in production at the Martorell plant—part of its transformation in preparation for the Volkswagen Group’s Electric Urban Car project—also contributed to the results.
“The first half of 2025 confirmed the challenging environment we had anticipated,” said Markus Haupt, Interim CEO of SEAT and CUPRA. “Increased market competition and EU import duties on the CUPRA Tavascan notably impacted our performance. However, we are actively engaged in constructive dialogue with the European Commission and are confident of reaching a positive resolution soon.”
Patrik Andreas Mayer, Executive Vice-President for Finance and IT at SEAT S.A., added: “These industry-wide challenges have impacted our H1 results, but our long-term strategy—centered on Electrification, Transformation, and CUPRA growth—remains firmly on track.”
Positive Momentum in Q2 Signals Brighter Outlook
Despite early challenges, SEAT S.A. delivered a stronger performance in Q2 2025. Operating profit rose from €5 million in Q1 to €38 million in Q2—a €33 million increase that signals renewed momentum and a promising outlook for the second half of the year.
“We are confident in our ability to navigate the road ahead,” continued Markus Haupt. “With a strong and diverse product lineup, including CUPRA’s complete range of seven models, we are well-positioned for continued growth. Our leadership of the Volkswagen Group’s Electric Urban Car project and the forthcoming launch of the CUPRA Raval in 2026 represent major milestones in our journey toward electric mobility for all.”
Patrik Andreas Mayer added: “As we enter the second half of the year, we remain focused on delivering quality margins, enforcing strict cost controls, and maximizing the potential of our expanding portfolio. The improvement in Q2 clearly shows we are moving in the right direction.”
Electrification Strategy Gathers Pace
SEAT S.A. delivered 302,600 vehicles globally in the first half of 2025, a 1.7% increase over H1 2024 (297,400 units), despite a planned, temporary drop in production at Martorell (244,700 units vs. 291,600 in H1 2024). Production is expected to rebound in the second half of the year, returning annual output to near-2024 levels—a testament to the company’s operational resilience.
The CUPRA Formentor remained the company’s top-selling model, with 54,700 units delivered. Electrified vehicle deliveries surged by 76.1%, driven by strong demand for the CUPRA Born and the newly introduced CUPRA Tavascan. BEV sales more than doubled (+105.3%)—highlighting the success of SEAT S.A.’s electrification strategy.
CUPRA Accelerates Toward 1 Million Sales Milestone
CUPRA continued its strong upward trajectory in H1 2025, achieving its best first-half performance to date. The brand delivered 167,600 vehicles between January and June—an impressive 33.4% increase year-on-year. Since its launch in 2018, CUPRA has delivered over 900,000 vehicles globally and is on track to surpass the 1 million mark in the coming months.
In light of evolving market dynamics and continued global uncertainty, CUPRA has made the strategic decision to postpone its planned entry into the U.S. market, originally slated for 2030.
“We’re not stopping—just postponing,” said Sven Schuwirth, Executive Vice-President for Sales, Marketing and Aftersales at SEAT S.A. “We’ll continue monitoring developments to determine the optimal timing and approach. In the meantime, CUPRA will maintain its momentum in core markets and explore new high-potential territories to expand its global footprint.”
Driving the Future of Mobility
Despite the complex environment, SEAT S.A. remains steadfast in its commitment to transformation and electrification. As the only company in Spain that designs, develops, manufactures, and markets automobiles, SEAT S.A. is a cornerstone of the national industry and a driving force behind Spain’s electric future.
The company is currently undergoing the largest transformation in its 75-year history, turning Spain into a European hub for electric vehicles. Through the Future: Fast Forward initiative and in collaboration with the Volkswagen Group, PowerCo, and additional partners, SEAT S.A. has committed €10 billion to the electrification of Spain’s automotive sector.
As part of this transformation, the company will begin production of fully electric vehicles—including the CUPRA Raval—at its Martorell facility from 2026. SEAT S.A. also leads the Volkswagen Group’s Electric Urban Car project within the Brand Group Core, reinforcing its central role in the group’s electrification roadmap.
