As part of this transformation, SEAT S.A. is basing its electrification strategy on 3 basic pillars:
- a cultural shift within its workforce,
- the preparation of the Martorell plant to produce the Volkswagen Group’s Electric Urban Car family,
- and the release of CUPRA’s comprehensive product range.
Electrification ambassadors
Cultural transformation is key to SEAT S.A.’s electrification strategy. Alongside providing over 170,000 hours of employee training in 2024, SEAT S.A. is promoting the use of electrified vehicles among its workforce to make them electrification ambassadors.
To lead the way, all the company’s management team, consisting of over 450 people, drives electrified vehicles. This initiative is projected to save more than 8,600 tons of CO2 annually, equivalent to the annual energy consumption of 1,100 households. Additionally, SEAT S.A. is exploring alternatives to facilitate the use of electrified vehicles among the rest of the workforce, enabling them to experience electrification first-hand and promote sustainable mobility.
To ensure the availability of its charging network, SEAT S.A. will strengthen its infrastructure in 2025 by installing 128 new charging points at its Martorell and El Prat facilities, doubling the current number. SEAT S.A. will end the first quarter of the year with over 250 chargers available, with plans to expand further in the coming months. With this expansion, the SEAT S.A. plant in Martorell will have almost five times more chargers per electrified vehicle compared to the national charging network.
All energy used for these charging points will be renewable, as the company has been using certified green electricity in all its facilities since 2012, and will be complemented in 2025 with the energy generated by the company’s solar power plant for self-consumption, which will continue to expand with the installation of new panels. Additionally, SEAT S.A. will triple the number of charging points in the parking lots around its Martorell factory over the next 12 months, bringing the total to 140, with plans for further expansion. These chargers will also be publicly accessible, to facilitate charging for all drivers of electric and electrified vehicles.
“At SEAT S.A., we lead by example. In 2025, we will continue advancing our electrification journey while striving to make Spain a hub for electromobility alongside the Volkswagen Group,” said Wayne Griffiths, CEO of SEAT and CUPRA. “We want SEAT S.A.’s people to be the first drivers of change. We are encouraging the use of electrified vehicles among employees and strengthening our charging network. We are firmly committed but we also need support from the administrations, with concrete measures to accelerate this transformation nationwide,” he added.
Martorell: the epicentre of the company’s transformation
SEAT S.A.’s Martorell plant is the cornerstone of the company’s transformation. In 2024, production of the SEAT Ibiza and SEAT Arona was moved to Line 3 to prepare Line 1 for the Electric Urban Car. By 2025, Line 1 will complete its transformation, including the manufacturing of the pre-series ahead of the full-scale production of the CUPRA Raval and Volkswagen ID.2 in 2026.
The plant continues advancing towards smarter, more connected production with more agile and optimised processes. Recent milestones include the installation of a more powerful and efficient press, the commissioning of the Volkswagen Group’s first fully electric paint-drying oven, the launch of the e-House to ensure smooth electronics integration for urban EVs, and progress on the construction of the battery assembly plant.
A wide range of electrified vehicles
SEAT S.A. offers an extensive portfolio of electrified vehicles tailored to meet diverse driver needs. CUPRA, the bold and unconventional brand, undertook in 2024 the largest product offensive in its history, unveiling the new CUPRA Leon and CUPRA Formentor, as well as introducing the CUPRA Tavascan, the brand’s first fully electric SUV coupe, and the CUPRA Terramar, the sporty SUV finalist for the 2025 European Car of the Year. CUPRA also launched a more powerful version of its first fully electric model, the CUPRA Born VZ. This robust range will expand in 2026 with the addition of the CUPRA Raval. The company’s new electric vehicle will be the first model in the Volkswagen Group’s Electric Urban Car family manufactured in Martorell.
Meanwhile, SEAT, the gateway brand for new Volkswagen Group customers, continues to offer mild and plug-in hybrid models such as the SEAT Leon. This cornerstone model has received technical and technological updates to remain a key player in the company’s electrification strategy.
SEAT S.A. faces a challenging yet pivotal year to solidify its role as a driver of electrification. In 2025, the company will celebrate its 75th anniversary, further strengthening its two brands: expanding CUPRA globally and boosting SEAT, which is consolidating its positive trajectory. At the same time, SEAT S.A. will continue working intensively on the electrification transformation and preparing for the production of the Volkswagen Group’sElectric Urban Car family.