Seat CEO Confirms Brand Won’t Launch Electric Car This Decade
Seat won’t be introducing an electric car until the end of the decade, according to CEO Wayne Griffiths. Despite this delay, Griffiths acknowledges that an electric vehicle is essential for the brand’s long-term survival. He emphasized that “For Seat to have a certain future, we need to have an electric future.”
Griffiths explained that the decision to postpone the launch of an EV is due to Seat’s current financial stability. With 310,000 sales and a turnover of €4.8 million in 2024, the brand is in a strong position. Additionally, the lack of production capacity at Seat’s factory in Martorell, Spain, where upcoming models like the Cupra Raval, Volkswagen ID 2, and Skoda Epiq will be manufactured, has also contributed to the delay in introducing an electric vehicle.
Originally, Seat had planned to release the El-Born, based on the Volkswagen ID 3, as its first electric car in 2021. However, this model was rebranded as the Cupra Born after Cupra became a standalone brand.
Griffiths pointed to the success and profitability of the Cupra brand as a factor in the decision to postpone Seat’s EV launch. Cupra, with models like the Born and Tavascan, recorded 248,100 sales in 2024, demonstrating that there is no rush for Seat to enter the electric vehicle market.
Despite the delay, Seat is currently exploring what a potential EV model could look like. When asked about the Volkswagen ID 1, Griffiths mentioned that while it could be considered as a basis for Seat’s first electric car in the future, it is not the right time yet. Volkswagen technical chief Kai GrĂĽnitz has also stated that the ID 1 was developed exclusively as a standalone model for Volkswagen, with no plans for related models from sister brands.
Profitability remains a key consideration for Seat when it comes to launching an EV. Griffiths stressed the importance of producing profitable cars and investing wisely. While a low-cost EV could pose challenges in terms of profitability, he did not rule out the possibility of a future collaboration with Volkswagen for an ID 1 twin.
