08:36 23-10-2025

VW Group’s dual-brand plan: Cupra goes electric, Seat focuses on ICE and hybrids

VW Group’s Markus Haupt sets a dual-brand path: Cupra advances electrification with the Raval EV, while Seat stays ICE-first with hybrids due in 2027–2028.

Markus Haupt, the newly appointed head of Seat and Cupra and previously profiled by 32CARS, has reaffirmed Volkswagen Group’s dual-brand strategy. Cupra will stay the course on electrification and global expansion, while Seat will focus on building cars with internal-combustion engines.

Launched in 2018 as Seat’s performance offshoot, Cupra has become a key driver of the company’s growth. At the IAA Mobility show in Munich, the brand unveiled the Cupra Raval electric hatchback, which will join Volkswagen’s family of urban EVs and is slated to reach the market in 2026. It’s a clear sign that Cupra intends to anchor itself in the compact EV space.

The roadmap includes a broader model range and entry into new regions, including the Middle East, while plans for the United States are on hold due to potential tariffs. Hitting pause there looks pragmatic amid policy uncertainty.

Seat, by contrast, will continue producing ICE models, complemented by mild and full hybrids. Hybrid versions of the Ibiza and Arona are expected in 2027, with the Leon to follow in 2028. That cadence should help the brand hold its ground in the mainstream segment and remain competitive in the new-car market.