The Casa Seat incorporates Cupra into the name: it starts to be called Casa Seat Cupra

BarcelonaThe popular Barcelona building Casa Seat is definitively being renamed Casa Seat Cupra. After being rebranded as Casa Cupra Raval in recent months in a marketing move to promote the Catalan firm's new vehicle, both brands from Martorell will finally be represented in the naming of the central building, located at the intersection of Passeig de Gràcia and Avinguda Diagonal.

As company sources explain to ARA, the move will now be permanent, although no major announcement is expected. The same sources explain that they consider it the "logical" step, although they assure that "nothing changes". The name change, in fact, is already effective as of this very week.

It is worth remembering that the new alias comes just a few weeks after the property recovered its original name. "After the success of the launch, the iconic space returns to its usual name: Casa Seat," the company stated at the time. Three weeks later, however, it has been decided to reincorporate the presence of Cupra, which is the Catalan company's big bet. In Madrid, the company's urban space is named Cupra Garage Madrid. While the logos of both Seat and Cupra were already on the building's façade, now the younger sibling of the Catalan brands also manages to make a space for itself in the center's name.

The bet on Cupra

The incorporation of Cupra into the building's name comes amidst a complicated context for the future of Seat cars. As explained by the CEO of Seat and Cupra, Markus Haupt, there are currently no plans to electrify the traditional brand's cars. Thus, the commitment to electrifying models will focus on the Cupra range, and the Seat Ibiza, Arona, and León will gradually be phased out as emissions regulations advance.

Aside from what the regulations on carbon dioxide (CO₂) dictate, it will also be necessary to see what the evolution of Seat models in the market will be, where electric vehicles are gradually taking hold: “Even if there is a second period of flexibilization [of emissions regulations], we have to see if customers in the main markets will continue to buy combustion vehicles,” Haupt said recently in a meeting with journalists in Paris.

Furthermore, the future of Seat will also be conditioned by the restructuring plans of the parent company of both brands, the German group Volkswagen, which has announced the elimination of models in many of its subsidiaries and the layoff of 50,000 workers around the world.