Due to a complex global environment marked by a growing competitive frameworks and mix effects, SEAT S.A.’s sales revenue reached 10.5 billion euros, which represents a fall of 3% compared to the first nine months of the previous year (10.8 billion euros), while operating return on sales fell by 0.7 percentage points to 3.9%.
Simultaneously, deliveries at SEAT S.A. increased thanks to the strength of the CUPRA and SEAT brands. The company reached a total of 422,100 vehicle deliveries in the first nine months of the year, an increase of 7.7% compared to the same period of 2023 (Jan-Sep: 391,800).
“2024 has been a challenging year, in which we have made a significant investment in the CUPRA brand.” said Wayne Griffiths, CEO of SEAT and CUPRA. “With the addition of the new CUPRA Born VZ, CUPRA Leon, CUPRA Formentor, and our new heroes—the CUPRA Tavascan and CUPRA Terramar— we now have a fully-fledged brand, demonstrating our commitment to providing customers with a diverse range of high-quality of BEVs and PHEVs. We have done the necessary work and have what it takes to lead the way in electromobility.” Griffiths continued.
Addressing the challenges in the transition to electromobility, Griffiths remarked "our company is fully committed to electrification—there is no Plan B. We're undergoing the biggest transformation in our history, but we can’t do it alone. The future of our industry is at stake, and urgent action is needed to accelerate EV adoption and secure our competitive edge. Strong support from government and industry organisations is essential, as investments, jobs, and the future of our sector depend on it."
According to Patrik Mayer, Executive Vice President for Finance and IT at SEAT S.A, “The external environment combined with mix effects and competitive landscape in 2024 present challenges. However, with a clear focus on our strategic priorities and two strong, resilient brands, we are committed to sustaining robust operating profits and returns on sales, driving us toward a more sustainable and profitable future."
Delivery growth continues
In 2024, CUPRA continues breaking records and registered its best first nine months in history, with 179,100 cars delivered. This represents 5.3% more than the same period in 2023 (170,100 cars) helping the unconventional challenger brand to surpass the milestone of 750,000 vehicles sold since its creation in 2018.
The CUPRA Formentor remains SEAT S.A.’s best seller, with 85,800 units delivered so far in 2024, followed by the CUPRA Born, which registered 29,600 units delivered between January and September and consolidates the brand's commitment to electrification. CUPRA continues to grow in Europe with Germany as its undisputed best market with 59,200 cars delivered (+11.1%), followed by the UK with 22,900 (+22.5%) and Spain with 16,400 deliveries (+3.1%).
The steady growth of the SEAT brand has been an essential lever for the company. With 242,900 cars sold in the first nine months, the brand is on the verge of double-digit growth with 9.6% (Jan-Sep 2023: 221,700).
The SEAT Ibiza is celebrating its 40th Anniversary as the brand’s best-selling model, with 82,300 cars delivered, followed by the SEAT Arona with 72,600 deliveries. Germany also holds the position as the main market for SEAT with 51,400 cars sold in the first 9 months of 2024.
Future Outlook
The outlook for the next year is expected to present significant challenges, with import duties on the CUPRA Tavascan likely to negatively impact business performance. In spite of the challenging environment, SEAT S.A. anticipates continued growth for both brands through late 2024 and into 2025. The company is now leveraging its fully-fledged CUPRA lineup to increase deliveries and in parallel, SEAT is set to sustain its positive momentum as the brand approaches its 75th anniversary in 2025.