Cupra sales almost doubled in 2022, but SEAT was down overall

SEAT launched the Cupra Performance sub-brand in 2018 and ended 2022 with an all-time sales high. Cupra was able to almost double its sales last year with more than 150,000 vehicles delivered. While that’s excellent news for Cupra, it wasn’t enough to offset SEAT’s overall sales decline, which ended 2022 on a downturn compared to 2021.

the Cupra Formentor, the brand’s first standalone model, accounted for the majority of Cupra sales at 63.8 percent or 97,600 vehicles. The Cupra Born had its first full year of sales in 2022 and reached 31,400 deliveries. Since its inception, Cupra has sold almost 300,000 vehicles, of which 152,900 have found homes in the past year, up 92.7 percent from 79,300.

The SEAT brand wasn’t so lucky, as the automaker prioritized building higher-margin Cupra models over its mainstream products due to supply chain bottlenecks, impacting sales. The brand saw a 40.5 percent decline to 232,700 vehicles, with total SEAT SA sales falling 18.1 percent for the year. The automaker sold 385,600 cars between the two brands in 2022, compared to 470,500 in 2021.

The SEAT Arona maintained its position as the brand’s best-selling model, although sales fell by 33.5 percent to 71,000 units. The brand sold 51,300 Ibizas, down 46.4 percent, and 41,500 Leons, down 47.3 percent.

“2022 was an unpredictable year but we certainly made the best of it,” said Wayne Griffiths, CEO of SEAT and Cupra, adding: “Cupra has continued to exceed expectations and solidified its position as Europe’s fastest-growing automotive brand. â€‌

Cupra’s biggest market last year was Germany, with 58,400 vehicles sold in the country, up 89.9 percent. Spain led SEAT’s sales with 49,200 cars sold, down 30.4 percent.

While SEAT’s sales were down, the company’s global production rate remained almost flat. The automaker built 478,954 vehicles in 2022, including the Audi A1. That’s 1.1 percent fewer than the 484,046 cars made in 2021.

This year, Cupra will launch its first all-electric SUV, the Tavascan, but it’s only a fraction of the updates coming for the brand. The sub-brand will also expand its global network in Berlin, Madrid and Paris.

“Demand for SEAT and Cupra remains very high, with a record order backlog for both,” said Kai Vogler, Executive Vice President of Sales and Marketing at SEAT SA.


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