Cupra stands for a bold vision. The Spanish automotive group has steadily expanded since becoming part of Seat SA within the Volkswagen Group, and the growth shows no signs of slowing. In 2023 Cupra delivered strong worldwide results, posting a 50.9 percent jump in sales for the brand and achieving a total of 230,700 units sold globally. At the same time, Seat SA reported a 24 percent increase with 288,400 vehicles moved. When combined, the brands reached an average growth of 34.6 percent for the year, registering a total of 519,200 cars. These numbers underpin plans for a confident 2024, with Wayne Griffiths at the helm steering both brands toward continued momentum.
Production at the Martorell plant rose by 27.1 percent to 534,257 cars, signaling a recovery in the supply chain despite lingering effects from regional tensions. Parts shortages influenced some Cupra models, yet overall output rose, supporting Seat during the same period. December deliveries reached 47,200 vehicles across both brands, marking the second-best December in Seat SA history.
Cupra’s move
The most dynamic face of Seat SA is preparing a strategic push for the year ahead. The brand will introduce a new model lineup that reinforces Cupra as a forward-looking performance lifestyle label. Among the planned launches is the Cupra Tavascan, a fully electric large SUV, joined by the Cupra Terramar, a plug-in hybrid SUV. Production of the first model is set to begin at facilities in China within the Volkswagen Group network, while the Terramar follows in Hungary. With these additions, alongside refreshed iterations of the Cupra Leon, the brand anticipates a stronger market presence. The anticipated Cupra Raval, also known as the Urban Rebel, is expected to roll out from the Martorell plant a year later and contribute to the brand’s broader electrification strategy.
Germany remains Cupra’s leading market by share, growing 22.6 percent to 105,300 units. Spain held its second position with 79,200 cars, a 26 percent rise from 2022, followed by the United Kingdom with 57,800, France with 33,100, and Italy with 31,600. In Italy the 25.1 percent year-on-year increase helped Cupra reach a 2 percent market share for the first time in its history. Outside Europe, the main customers were Mexico with 21,200 units and Türkiye with 20,800 vehicles.
The 50.9 percent growth for Cupra stems from the robust performance of best-selling models like the Formentor, which posted total sales of 120,100 units in 2023. The all-electric Born saw deliveries rise by 44.4 percent to 45,300 units. Germany emerged as the top market for Cupra with 59,700 units sold. In Spain, the home market, Cupra recorded 59,700 cars sold, a 21.2 percent year-over-year increase.
Wayne Griffiths, the company president, expressed satisfaction with the 2023 results while urging vigilance for the year ahead. He asserted that the combined growth of Cupra and Seat demonstrates a resilient strategy that has weathered recent challenges such as the Covid-19 pandemic and ongoing supply constraints. In a cautious but optimistic tone, Griffiths underscored the group’s belief in a positive trajectory despite a challenging macroeconomic environment. As president of the sector’s employers’ association, he emphasized the ongoing importance of stable industry conditions for continued progress.
Kai Vogler, Seat SA’s commercial vice president, reaffirmed the plan for a strong branded approach. He highlighted Cupra and Seat as a powerful combination that gives customers the best of both worlds during a time of significant transformation in the automotive sector. The plan is to keep offering a broad spectrum of options, from high efficiency to high performance, while accelerating the transition from traditional internal combustion engines to 100 percent electric drivetrains.