CUPRA celebrated its one millionth car sold and achieved its highest-ever deliveries at 328,800 (+32.5% I 2024: 248,100), while SEAT marked its 75th anniversary with 257,400 units (-17.0% vs. 2024), reflecting industry-wide headwinds. The company achieved significant growth in electrified vehicle sales, delivering 84,400 plug-in hybrids (+69.2%) and 79,700 fully electric vehicles (+65.9%). These results underscore its accelerating commitment to electrification.
“2025 has been a landmark year, delivering record-breaking results that underscore the strength of our strategy and, in particular, CUPRA’s exceptional performance,” said Markus Haupt, CEO of SEAT & CUPRA. “CUPRA’s best-ever sales demonstrate how we are successfully connecting with a new generation of drivers who value performance and design. While SEAT sales declined, it remains a cornerstone of our company, as reflected in our recent investments in the brand. We anticipate continued industry challenges in 2026, but we are prepared and firmly committed to our long-term vision. At the same time, this year marks the culmination of our electrification journey, with the start of production of the Electric Urban Car family in Martorell - a decisive step toward shaping the future of mobility.”
Germany consolidated its position as SEAT & CUPRA’s largest market with 156,200 cars delivered, an increase of 8.2% from 2024 (144,400). Spain maintained second position with 92,700 sales, up 6.8% compared to 2024 (86,900); followed by the United Kingdom, with 64,300 cars delivered, a decrease of 4.3% (2024: 67,200). France (38,900; - 3.7% I 2024: 40,400) and Italy (30,200; +4.9% I 2024: 28,800) rounded out the Top 5 markets. Global markets remain crucial for the company, with Türkiye leading the positive results with 23,000 deliveries, 6.8% more than the previous year (2024: 21,500).
CUPRA: record after record
CUPRA continued its momentum, reaching its highest sales figures to date in 2025 with 328,800 vehicles delivered, including its one millionth car sold globally. The CUPRA Formentor remained the best-seller with 104,400 units, while the CUPRA Terramar achieved 66,000 deliveries in its first full year on the market. BEVs now represent almost a quarter (24.2%) of CUPRA’s sales, led by the CUPRA Born (43,700 units) and CUPRA Tavascan (36,000 units).
Strengthening its position as one of Europe’s fastest growing automotive brands, CUPRA set new records across the continent and achieved a 2.22% market share - bringing it closer to its 3% target. Germany led with a 27.7% sales increase, setting a new record with 103,100 deliveries (2024: 80,700). This was followed by the United Kingdom (41,200; +35.7% I 2024: 30,400), Spain (26,600; +18.8% I 2024: 22,400), France (22,600; +28.2% I 2024: 17,600) and Italy (22,100; +29.1% I 2024: 17,100).
After launching seven cars in seven years, CUPRA capped a landmark 2025 with major accolades: voted Auto Motor und Sport’s Trendiest Brand, winning the Golden Steering Wheel for the CUPRA Terramar, and achieving 5-Star Euro NCAP ratings for the CUPRA Leon, Formentor, Terramar, and Born. The brand also expanded its footprint with new CUPRA City Garages in Vienna and Manchester, bringing the global total to 12, unveiled the CUPRA Tindaya Showcar at the IAA in Munich, and advanced its globalization strategy with plans for Middle East market entry.
A new chapter for SEAT
In its 75th anniversary year, the SEAT brand delivered 257,400 vehicles, -17.0% compared with 2024 (310,000). The SEAT Ibiza remained the top seller with 94,800 units, followed by the Arona with 72,400. Despite lower sales, 2025 was a milestone year for SEAT, marked by the World Premiere of the new Ibiza and Arona and the presentation of a clear future roadmap, ushering in a new chapter that celebrates the brand’s heritage while reinforcing its commitment to accessible mobility.
Spain maintained its position as SEAT’s biggest market with 66,100 vehicles delivered, 2.6% more than the previous year (64,500). In second position, Germany registered 53,000 sales (-16.6% | 2024: 63,600), followed by the United Kingdom with 23,000 (-37.4% | 2024: 36,800).
“We’re proud of what we achieved in 2025, especially given how challenging the market has been,” said Sven Schuwirth, Executive Vice-President for Sales, Marketing & Aftersales at SEAT & CUPRA. “This result is thanks to the dedication of our sales teams and our global network of more than 1,200 dealers. Together, we reached record delivery numbers, showing the strong confidence customers have in our brands. We’re also excited about what’s coming next. CUPRA’s range is growing with the all-electric CUPRA Raval, the new version of the Born, plus major upgrades to the Tavascan. At the same time, the new SEAT Ibiza and Arona are on the way. These new models will give customers more choice and even more ways to experience SEAT and CUPRA.”
Martorell, epicentre of future mobility
In 2025, despite the temporary closure of Martorell’s Line 1 for electrification, SEAT & CUPRA increased global production to 584,693 vehicles (2024: 583,218). Of these, 470,347 were manufactured at the Martorell facilities, including the Audi A1 (2024: 481,020). The company also opened its new battery system assembly plant - a pivotal milestone in its electrification strategy. Looking ahead to 2026, Martorell will further consolidate its role as the epicenter of future mobility as production of the Volkswagen Group’s Electric Urban Car family, including the CUPRA Raval, begins, positioning Spain as a leading hub for electromobility in Europe.
2025 Full Year Deliveries*
2025 | 2024 | ||
SEAT & CUPRA | 586,300 | 558,200 | +5.1% |
SEAT | 257,400 | 310,000 | -17.0% |
CUPRA | 328,800 | 248,100 | +32.5% |
*rounded figures
