Following a hint from July by Wayne Griffiths, chair of Seat SA, Cupra, the Spanish carmaker’s new brand, is nearing a point where it outsells the Seat brand itself. In 2022 Cupra delivered strong results, moving 152,900 vehicles, a rise of 92.7% from 2021. This momentum strengthens Cupra’s position as the main brand within the group, with Seat SA reporting 385,600 cars sold, which means Cupra accounts for nearly half of the company’s overall sales. (Source: Cupra communications)
Cupra’s commercial line-up features the star model Formentor, a focal point for sustaining healthy sales margins. Each Cupra model carries a higher margin than Seat, helping to bolster revenue quality. Even so, Seat’s broader brand performance remains positive in a year that did not feature major launches, and where supply chain constraints, notably semiconductor shortages and other component delays, slowed deliveries. (Source: Cupra communications)
Formentor represented almost a quarter of Seat SA’s sales, with 97,600 units and 63.8% of Cupra deliveries. In market terms, Germany emerged as the top market for the Spanish company, with 105,300 vehicles sold, up 1.2% from 2021 (104,100). Of this total, 58,900 were Cupra models and the remainder Seat. Spain followed second, posting 62,900 vehicles – a 23.1% drop from 2021 – with 13,600 of those being Cupra units. (Source: Market data)
Seat declines 40.5%
Analyzing Seat by itself reveals a challenging 2022, with an overall drop of 40.5% versus 2021, translating to 232,700 cars sold. Among the lineup, Arona remained the best-seller at 71,000 units, down 33.5% from 2021, followed by Ibiza at 51,300 (down 46.4%) and Leon at 41,500 (down 47.3%). Country performance shows Seat’s sales clustered in Spain, Germany, and the United Kingdom, with declines spread across regions due to disrupted production and delayed handovers caused by material shortages. (Source: Market data)
Wayne Griffiths commented: 2022 proved unpredictable, yet Cupra continued to exceed expectations and cemented its status as Europe’s fastest-growing auto brand, with delivery figures signaling sustained demand for the brand and its electric vehicles. (Source: Company remarks)
Griffiths also reiterated the margin strategy: given ongoing semiconductor scarcities and component constraints, Cupra models were prioritized for their higher margins, a move that impacted Seat deliveries but aimed to ensure long-term stability for the wider group. (Source: Company remarks)
Less production
Overall production, including Audi A1 output, remained close to 2021 levels at 478,954 cars produced, a 1.1% decrease from 484,046 the prior year. Martorell plant output dropped 4.8% to 366,764 vehicles due to the ongoing component shortfall. (Source: Production report)
Reflecting on the year, Seat and Cupra leadership acknowledged heightened market volatility. The stance remains clear: although nothing is certain, the focus is on expanding Cupra and accelerating Seat SA electrification to meet future challenges and convert them into opportunities for growth. (Source: Leadership statements)