Volkswagen is reportedly targeting the discontinuation of the Seat brand by 2029

The SEAT brand could be gradually phased out by the end of 2029, according to an internal Volkswagen Group document cited by German publication WirtschaftsWoche. The information has not been officially confirmed, but the plan would involve transferring production and sales operations to Cupra, the Spanish brand with stronger commercial performance.

The decision would be linked to declining SEAT sales and the lack of entirely new models. While Cupra and SEAT sold a combined 586,300 cars last year, Cupra deliveries increased by 33%, whereas SEAT deliveries fell by 17% compared with 2024. The brand has not launched an entirely new model since 2020, updating only the Ibiza, Arona, Leon and Ateca ranges in the meantime.

SEAT’s possible disappearance is part of the Future Plan 2030 restructuring plan approved by Volkswagen. The Group aims to reduce its model portfolio by approximately 50%, cut excess capacity in Europe and adjust its workforce by around 50,000 positions, in addition to more than 50,000 jobs already targeted. The plan includes investments worth hundreds of billions of euros and an operating margin of 9% by 2030.2029-seat-discontinued-volkswagen-document