Martorell lands (halfway) at the Munich Motor Show

The Seat plant in Martorell played a more prominent role than ever before in the Volkswagen Group's presentation at the IAA Mobility, the Munich motor show. The event, attended by top representatives of the German consortium—including the German consortium's chief executive, Oliver Blume—began with the world premiere of the first two electric models to be manufactured in Baix Llobregat: the Cupra Raval and the Volkswagen ID Polo. This was followed by the presentation of cars from other group brands, such as those to be produced at the Volkswagen plant in Landaben (Navarra), two electric models also based on the group's compact urban platform: the Volkswagen ID Cross and the Skoda Epiq.

A clear statement of intent from the Volkswagen Group: Spain will produce the group's smallest and most affordable electric models (the cheapest will cost around €25,000). Other models from group brands, such as Audi and Porsche, then appeared. In other words, Seat was present at the group's major event, but as a manufacturer. Among the models shown in the press and exhibited at the show or at stands around the city, not a single car from the Catalan brand.

Quite different from its sporty flagship. Cupra was present at the grand premiere with the Raval model, its next launch, which will arrive in the first quarter of next year. Also with a huge and futuristic space in the city center where the Tribe editions of the current models were shown and the prototype of a new model, the Tindaya, was presented. A futuristic model, 4.70 meters tall. Although prototypes often never end up on the market, in this case the interim president of Seat and Cupra, Markus Haupt, assures us that we will see it on our streets "at the beginning of the next decade."

A note. To name this model, the company's executives have resorted to a Canarian toponym, thus breaking with the trend of Catalan names for the company's latest launches: Born, Tavascan, Terramar, and Raval.

In his meetings with journalists, Haupt highlighted the value of the Cupra brand, the fastest-growing in Europe, according to the European trade association Acea. He never tired of saying that by the end of this year, one million vehicles from the sports brand, created just seven years ago, will have been sold. A period in which this brand has launched seven different models. In contrast, its sister brand Seat made its last launch in 2020, when it launched the latest generation of the Leon, and it has no new launches planned in the short term, beyond the extensive updates of the Ibiza and Arona models in the coming months.

More Cupra range than Seat

The question is clear. Why is Cupra so active as a brand, while Seat isn't updating its range? Haupt pointed out the answer. Cupra is much more profitable than Seat because it sells more expensive models with higher margins. As cars in Europe are moving toward a technological shift toward electromobility, and this increases manufacturing costs, the bet is on Cupra. Haupt made it clear: "Launching an electric Seat today is unfeasible," the executive emphasized. However, it's not a complete shut-in. "An electric Seat is something we would like to do," Haupt indicated, "because the future is electric." But for now, the numbers don't add up. "There will come a day when I suppose it will," added Seat's top executive, although he didn't venture to say when.

Now, Seat's fight is to secure a second electric platform for the Martorell factory. "The future strategy is to have a second platform at the factory," admitted Haupt, who made it clear that this is not a decision that depends on Seat, but on the group. "It's not a decision we can make," the executive admitted.

Meanwhile, it seems that the German consortium is betting on Spain as a manufacturing center for the small and cheapest electric cars of all the group's brands. This follows an investment of around 10 billion euros (together with its partners) to manufacture electric cars, with the battery plant being built in Sagunto and the electrification of the factories in Martorell and Pamplona. Despite Volkswagen's commitment to electric cars, the carmaker continues to ask the European Commission for clear long-term legislation.

But there is also a demand for the Spanish government. If Spain is to manufacture electric cars, access to these models must be facilitated. According to Haupt, this will be achieved through direct aid to buyers, unlike the current MOVES plan, which takes time to reach consumers' pockets.