Porsche Hungaria Forecasts Strong Sales Growth for SEAT and CUPRA

By the end of the year, CUPRA is expected to achieve a market share of around 1 percent in Hungary, while SEAT’s share is forecast to reach approximately 0.7 percent, said Ádám Rozgonyi, brand director for both marques at Porsche Hungaria.

The market’s growth is being driven primarily by a recovery in private consumer demand. Between January and September 2026, a total of 44,652 private buyers across Hungary purchased new cars, representing an increase of 38.3 percent compared with the same period last year.

This trend was reflected particularly strongly in CUPRA’s performance. The number of private customers buying vehicles from the performance-oriented brand rose by 40 percent in the first three quarters of the year. This growth is also evident in the new registration figures for the first nine months:

• CUPRA: Up 47 percent, from 623 to 916 new registrations.
• SEAT: Up 16 percent, from 549 to 637 vehicles.

Ádám Rozgonyi attributes the strength of the private customer segment to a combination of economic and political factors. Since April, the Hungarian forint has appreciated noticeably, allowing importers to offer more competitive prices. While large companies have partly postponed investments due to the political climate, private customers have remained willing to buy. Chinese manufacturers are currently making an ambitious push into the Hungarian market, primarily targeting individual consumers—a development that has further stimulated the private sector as a whole.

Despite sharing the same corporate roots, the two brands cater to different customer groups.

With its distinctive design, CUPRA is less frequently chosen for traditional large-fleet purchases, and its corporate customers come almost exclusively from the small and medium-sized business sector. SEAT, by contrast, continues to hold an established position in the fleet market. Corporate customers account for 90 percent of all new SEAT registrations.

Although the manufacturer is strategically focused on expanding CUPRA and accelerating electrification, demand for internal combustion engines remains significant. In Hungary, fully electric vehicles currently account for 10 percent of the new car market, a figure that lags behind Western European markets due to the still-incomplete charging infrastructure. While the share of electric cars has stagnated so far this year, twice as many battery-electric vehicles are now being newly registered in Hungary as diesel-powered cars.

The two Spanish brands also play a key role in Hungary’s industrial sector.

According to Audi Hungaria, SEAT and CUPRA models account for 9.12 percent of all powertrains manufactured at its engine plant in Győr. Last year, the plant produced 71,810 CUPRA Terramar powertrains. The recently launched CUPRA Raval, manufactured in Martorell, also uses powertrain units supplied by Győr.

CUPRA currently offers eight model lines in Hungary, three of which are fully electric.

A fourth all-electric model is expected to join the lineup next year.

To support its projected growth, Porsche Hungaria is also steadily expanding its retail network. In addition to the ten existing CUPRA and SEAT dealerships, two more showrooms are currently under development.

Via MTI, Featured image: MTI/Krizsán Csaba

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