2025: the year Cupra overtakes Seat

BarcelonaJust seven years after being born as an independent brand, Cupra has made the overtaking in its parent brand, Seat, which has a 75-year history. The Cupra brand sold 328,800 cars in 2025, 32.5% more than the previous year's 248,100 units. Seat, meanwhile, sold 257,400 units, 17% less than the previous year. However, the combined sales of the two Seat group brands reached a record high: 586,300 cars sold, 5.1% more than in 2024, when sales were 558,200, surpassing the previous record of 574,000 units set in the second year of the COVID-19 pandemic.

The record comes despite the decline of the Seat brand, at a time of market difficulties, according to the company, and in a year in which the Martorell plant, where the Ibiza, León, and Arona models are manufactured, was not operating at full capacity due to its transformation to begin producing electric cars. Sales of electrified models increased strongly in 2025. Plug-in hybrid sales rose by 69.2% to 84,400 units, and pure electric vehicle sales grew by 65.9%. In fact, there are only two 100% electric models, the Cupra Born and the Cupra Tavascan, and neither of them is manufactured in Martorell. In 2026, the Baix Llobregat plant will begin manufacturing 100% electric cars: the Cupra Raval and the Volkswagen ID. Polo. Seat CEO, Markus HauptHe described 2025 as a "historic year" and highlighted the "exceptional performance" of the Cupra brand. In fact, Seat's strategy has long involved strengthening this brand, as its more aspirational nature generates a higher profit margin per car sold. "Cupra has achieved its best sales figures, demonstrating that we are connecting with a new generation of drivers who value performance and design," Haupt asserted. However, the company's top executive defended the historic brand. "Although Seat sales have declined, the brand remains a fundamental pillar of our company, as demonstrated by our recent investments." In fact, the Seat brand has just unveiled the updated versions of the Ibiza and Arona models. Germany, the leading market

By market, Germany remains the top market for Seat and Cupra, with 156,200 cars sold, an 8.2% increase over the previous year. Spain is the second largest market, with 92,700 cars sold, a 6.8% increase compared to 2014, and the United Kingdom is third, with 64,300 units, a 4.3% decrease. Sales also fell in France (-3.7%), reaching 38,900 units, but rose in Italy, up 4.9% to 28,800 units. Outside of Europe, the most notable increase was in Turkey, with 21,500 cars sold, a 6.8% increase over the previous year.

Cupra Last year it reached one million cars sold Since its inception as a brand, Cupra has consistently achieved significant growth. In 2025, the Formentor was the brand's best-selling model, with 104,400 units sold, while the Terramar reached 66,000 units in its first year. Nearly one in four Cupra cars (24.2%) were fully electric, with 43,700 units of the Born model and 36,000 units of the Tavascan. This latter model is the company's biggest financial headache, as it is manufactured in China and subject to tariffs. While the company negotiates with the European Commission for a reduction in these tariffs, arguing that it is a car designed in Europe and manufactured in the Asian giant without subsidies, each unit sold... This has a negative impact on the company.which has not wanted to raise the price to compensate for these tariffs.

Cupra's growth is demonstrated by its market share: 2.2% across Europe, and close to 3% in Germany, where sales grew by 27.7%, to 103,100 units. Cupra's growth in the United Kingdom was 35.7%, to 41,200 units, and in Spain it was 18.8%, with 26,600 units. The brand also grew in France (28.2%) and Italy (29.1%).

The historic brand Seat registered 17% fewer sales in 2025. The Ibiza model remains the best-selling, with 94,800 units, followed by the Arona, with 72,400. Spain maintains its position as Seat's largest market, with 66,100 vehicles delivered, 2.6% more than the previous year (64,500). In second place, Germany registered 53,000 sales (-16.6%), followed by the United Kingdom with 23,000 (-37.4%).