SEAT is going to invest €5 billion from 2020 to 2025. The investment will go towards new research & development (R&D) projects for vehicle development at SEAT’s Technical Centre. In particular it will be invested in electrifying the car maker’s model range, and on equipment and facilities at the Martorell, Barcelona and Componentes plants.
With this investment, SEAT is preparing to develop new models and take on the production of new projects to ensure employment and boost the company’s future.
SEAT’s president, Carsten Isensee underscored that, “this investment plan is our way of dealing with the future with determination and optimism, so that we will have a stronger, more innovative and more sustainable company. Our willingness is that Martorell will manufacture electric vehicles from 2025 onward, when the electric vehicle market will have grown.”
He also noted that, “our goal is to drive the transformation of the automotive sector in Spain. To ensure the future of the car industry in Spain we need the collaboration of the central, regional and local Administrations. We cannot do it alone. The plan presented by the Spanish Government is a move in the right direction to continue developing the automotive sector.”
One company, two brands
At a press conference held in the recently opened CASA SEAT to present the company’s future strategy, SEAT vice-president for sales and marketing and CUPRA CEO, Wayne Griffiths pointed out that,“SEAT and CUPRA are essential for the development of the company. Each one has its clear role, its own personality and attributes and addresses different customer profiles.
They therefore fully complement and cannot substitute each other. SEAT is the entry gate to the Volkswagen Group: we have the youngest customers –on average 10 years younger – and many first-time buyers. CUPRA on the other hand, targets a new market segment that lies between the mass market and the traditional premium market. We are sure that there is great potential for growth among customers who are looking for the uniqueness of CUPRA.”
According to Isensee, “SEAT is, and will be even more so in the future, a company with two well-defined brands within its structure: SEAT and CUPRA. SEAT and CUPRA are two sides of the same coin. SEAT gives CUPRA the volume basis for growth in terms of production, R&D and human resources, and CUPRA allows SEAT to move its centre of gravity towards more emotional cars with a higher positioning”. Isensee added that “unions and company management share a common vision and we are working hand in hand on the future of the company and its brands.”
The investment capacity for both brands lies within SEAT‘s structure, as well as assets such as more than 15,000 employees and three production sites: SEAT Martorell, SEAT Barcelona and SEAT Componentes. The company’s headquarters and the creative and technological potential brought together in the Technical Centre and the Design Centre are also located in Martorell under the SEAT company structure. And nearby, in Barcelona, are CASA SEAT and SEAT:CODE, SEAT’s software development centre.
Today the company has also announced that SEAT:CODE will have a new office in the heart of Barcelona’s Rambla, with a team of more than 150 software developers dedicated to driving the company’s digital transformation and that creates digital products and solutions for boosting SEAT and CUPRA, and as well defining digital solutions for the Volkswagen Group. SEAT has already added 20 new professionals to SEAT:CODE and from now and over the next few months will hire 100 more.