Skip advert
Advertisement
Opinion

You have to fear for SEAT’s future with no new models on the way

Editor Paul Barker wonders what the future holds for SEAT following the exit of former CEO Wayne Griffiths

Opinion - SEAT

I feel sad for SEAT. While the other Volkswagen Group bands have exciting new small cars to look forward to – such as the VW ID.1, ID.2 and ID.2 X, Cupra’s Raval, the Skoda Epiq and Audi’s Q2 e-tron – the Spanish stalwart is sat on the outside looking in.

Advertisement - Article continues below

And now it’s leaderless, too, with Brit-born CEO Wayne Griffiths’ abrupt departure being announced late last month, only a couple of weeks after saying that he was there for the long haul, and that SEAT and Cupra were in 
his heart. No word yet on what prompted the decision, but Volvo and Nissan also changed leaders within days of the Griffiths news, so there’s clearly something in the air.

Whoever comes in to take over from a man who had been at the helm for almost five years will have plenty on their plate with SEAT, a brand that many people love, and is still selling in decent numbers in the UK at least, but is starved of product investment.

While Cupra is growing nicely thanks to a range of attractive and impressive new models, SEAT has been left to tick along with its ageing line-up. Ageing but decent, with the Ibiza, Arona, Ateca and Leon all highly recommended used buys.

Skip advert
Advertisement
Skip advert
Advertisement - Article continues below

At one point, the talk was of SEAT transforming into a mobility brand, but being positioned as VW’s e-scooter specialist and coming up with a Citroen Ami rival is a direction that has been quietly dropped.

Similarly, the plan to include SEAT in a group project that would give it a small electric hatch around the £20,000 mark has also gone, as VW goes it alone with the ID.1. There’s not even a Skoda version of that car planned, just the VW to take on the Citroen e-C3, new Renault Twingo, Nissan Micra and others.

It does seem odd that the numbers add up when VW goes solo, but including SEAT and Skoda – as was the plan talked about as recently as last year – doesn’t make it more economically viable. And that has left a void for SEAT in particular.

So if a small car isn’t viable, and its core models are being revised rather than replaced, where does that leave the brand? You have to fear for the future of a car company that appears to have no new models on the way, nor any plan to pivot to a new purpose. Whoever ends up running SEAT (and Cupra) has a pretty big decision to make.

Would you like to see SEAT saved? Let us know your thoughts in the comments section...

Used - available now

Ibiza

2024 SEAT

Ibiza

11,333 milesAutomaticPetrol1.0L

Cash £17,099
View Ibiza
Ibiza

2023 SEAT

Ibiza

14,267 milesManualPetrol1.0L

Cash £14,999
View Ibiza
Ibiza

2021 SEAT

Ibiza

45,065 milesManualPetrol1.0L

Cash £11,697
View Ibiza
Ibiza

2024 SEAT

Ibiza

22,630 milesAutomaticPetrol1.0L

Cash £14,900
View Ibiza
Ibiza

2024 SEAT

Ibiza

15,574 milesAutomaticPetrol1.0L

Cash £17,300
View Ibiza
Ibiza

2021 SEAT

Ibiza

45,406 milesManualPetrol1.0L

Cash £12,635
View Ibiza
Ibiza

2021 SEAT

Ibiza

23,000 milesManualPetrol1.0L

Cash £11,197
View Ibiza
Ibiza

2021 SEAT

Ibiza

31,020 milesManualPetrol1.0L

Cash £13,599
View Ibiza
Ibiza

2024 SEAT

Ibiza

14,344 milesManualPetrol1.0L

Cash £15,200
View Ibiza
Skip advert
Advertisement

As Editor, Paul’s job is to steer the talented group of people that work across Auto Express, Carbuyer and Driving Electric, and steer the titles to even bigger and better things by bringing the latest important stories to our readers. Paul has been writing about cars and the car industry since 2000, working for consumer and business magazines as well as freelancing for national newspapers, industry titles and a host of major publications.

Find a car with the experts

Skip advert
Advertisement

Recommended

SEAT’s future unclear as brand held in limbo
SEAT Ibiza - front cornering

SEAT’s future unclear as brand held in limbo

Delayed model launches and unprofitable electric plans leave SEAT’s next steps uncertain
News
3 Apr 2025
SEAT Ibiza, Arona, Leon and Ateca get sporty upgrades thanks to new Black Editions
SEAT Black Editions

SEAT Ibiza, Arona, Leon and Ateca get sporty upgrades thanks to new Black Editions

This could be the final change ahead of updates to Ibiza and Arona later this year
News
1 Apr 2025
Touchscreens here to stay, but some buttons will return, says Cupra tech boss
Cupra Born - rear badge

Touchscreens here to stay, but some buttons will return, says Cupra tech boss

The Volkswagen Group is listening to customer feedback and introducing more user-friendly buttons into car cabins
News
19 Mar 2025
SEAT Ibiza and Arona will battle on to 2030 after small EV decision is delayed
SEAT Ibiza Anniversary Edition - rear badge

SEAT Ibiza and Arona will battle on to 2030 after small EV decision is delayed

Updates to the SEAT Arona and Ibiza are on the way this year, giving the Spanish brand a chance to delay its decision on electrification
News
13 Mar 2025

Most Popular

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k
Kia PV5 Passenger - show front

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k

New entry into the electric people carrier market undercuts the VW ID. Buzz by a significant margin
News
29 Apr 2025
Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price
BMW X7 - front

Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price

German firm’s flagship SUV could never be called cheap but it is exceptional value at £735 a month – making it our Deal of the Day for Sunday 27 April
News
27 Apr 2025
New 2025 Kia PV5 van starts from a tempting £22,645
Kia PV5 Cargo on display at Commercial Vehicle Show - front 3/4

New 2025 Kia PV5 van starts from a tempting £22,645

All-new entry into the van market promises competitive pricing and comes with a range of up to 247 miles
News
30 Apr 2025