SEAT launched the performance sub-brand Cupra in 2018, and ended 2022 with an all-time high in sales. Cupra almost saw its sales double last year, with more than 150,000 vehicles delivered. While that was good news for Cupra, it wasn’t enough to offset the decline in SEAT’s overall sales, which ended 2022 down compared to 2021.
The Cupra Formentor, the brand’s first standalone model, accounts for the majority of Cupra sales – 63.8 percent, or 97,600 vehicles. Cupra Born had its first full year of sales in 2022 and reached 31,400 shipments. Since its founding, Cupra has sold nearly 300,000 vehicles, with 152,900 finding homes last year, up 92.7 percent from 79,300.
The SEAT brand has not been so fortunate, with the automaker prioritizing building higher-margin Cupra models than its flagship products due to supply chain shortages, which are impacting sales. The brand saw them fall 40.5 percent to 232,700 vehicles, with overall SEAT SA sales down 18.1 percent for the year. The automaker sold 385,600 cars in 2022 between the two brands compared to 470,500 in 2021.
The SEAT Arona maintained its position as the brand’s best-selling model, even though sales fell 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 most of it,” said Wayne Griffiths, CEO of SEAT and Cupra, adding, “Cupra continues to exceed expectations and cement its position as the fastest growing automotive brand in Europe.”
Cupra’s biggest market last year was Germany, selling 58,400 vehicles in the country, up 89.9 percent. Spain led SEAT sales, with 49,200 cars sold, down 30.4 percent.
While SEAT’s sales fell, the company’s global production levels barely changed. The automaker will build 478,954 vehicles in 2022, including the Audi A1. That’s down 1.1 percent from the 484,046 cars it builds in 2021.
This year Cupra will be launching its first all-electric SUV, the Tavascan, but that’s only a small part of the updates coming to the brand. This sub-brand will also increase its global network in Berlin, Madrid and Paris.
“Demand for SEAT and Cupra remains very high, with record orders for both,” said Kai Vogler, executive vice president of sales and marketing for SEAT SA.