Markus Haupt (CEO of Seat): "With current costs, it's impossible for us to have an electric car."

Seat and Cupra remain closely linked, and this Monday, the latter unveiled its new model at the Munich Motor Show. For now, it's a concept car that previews the new Cupra design, but "it will ultimately be a production car," said Markus Haupt , interim CEO of both brands. "Although realistically, it would be early next decade."

In this sense, he justified the arrival of this new model by recalling the success of this sports brand, created just seven years ago and about to reach one million cars sold. Although the most important movement will occur next year, when the small electric Cupra Raval hits the market, which will be produced in Martorell alongside the VW ID. Polo, to be joined by the VW ID. Cross and the Skoda Epiq, which will be assembled in Pamplona . Four small models that for the German group represent a "new beginning" in its electrification business and should lead them to achieve a 20% share in that segment within the European market.

In the case of the two that will be assembled in Barcelona , ​​"the electrification of the factory has entailed an investment of 3 billion euros, and our goal is to reach a production capacity of 300,000 units per year," the executive noted. The remainder will be filled with the other models they already make, with the goal of totaling 2,500 units per day. This second wave includes combustion or hybrid models from Cupra itself or from Seat, which will launch the refreshed Ibiza and Arona in October.

The horizon for the historic Spanish brand, "whose models are an excellent complement," will be extended if the ban on selling combustion-engine vehicles is relaxed in 2035. Although there is no 100% new car in sight, nor a purely electric one. "With Seat's current costs and margin, it's impossible to have a profitable electric car, " stated Haupt. Because that price would have to be, due to positioning, lower than the €20,000 without subsidies, which is what the VW ID.1 will cost, which will be assembled in Portugal starting in 2027.

Haupt also ruled out the possibility of a fight for a second platform for zero-emission models, larger than the one used with the Raval, for example. "Although it's true that a second base gives you flexibility and protects you from any trade or geopolitical crisis." This is the case, for example, with the tariffs imposed by the US on European cars, which have put the project for Cupra to enter that market on hold due to uncertainty. In return, and as Cupra needs to continue expanding into new markets, Haupt pointed to the interest it is generating in the Middle East . The project for Seat to have a part of its business dedicated to micromobility has also been forgotten.

The immediate goal is to correct the results from the first half of the year in the second half, in which Seat and Cupra only achieved an operating profit of €38 million, a 92% increase . "To do this, we have to reduce our cost structure," said its CEO, who also pointed out that one of the reasons for this poor performance was the tariffs imposed on the Cupra Tavascan electric SUV manufactured in China .

The issue could be resolved very soon. "Our company is negotiating with the EU on this matter and we are very optimistic about a solution. I would like to see it resolved before the end of the year," Haupt stated. Will he be president of Seat and Cupra at that time? We asked him, as he has held the position on an interim basis since the end of March. "I don't think that's relevant," he replied, "because we have a steering committee that continues to do its work."

Yesterday, Volkswagen Group CEO Oliver Blume assured the public in the halls of the Munich Motor Show that the outcome would be known in the coming weeks. This was also said after Wayne Griffiths ' abrupt departure.