SEAT and CUPRA will be represented by SIVA in 2021

As of January 2021, brands SEAT and CUPRA will become part of the SIVA universe. With the integration of SEAT Portugal in the importer, SIVA strengthens its position in the Portuguese market by representing eight brands of the Volkswagen Group in our market.

The two Spanish brands are thus joined by Audi, Volkswagen, Volkswagen Commercials, Škoda, Bentley and Lamborghini.

In a statement, SIVA informs that the objective of this integration is to obtain more synergies between the brands of the same Group in terms of structures, sales, after-sales and shared services; in addition to strengthening its presence in the national market, SIVA is thus repeating the strategy that the VW Group brands have adopted in the various European markets.

However, the integration will not fail to guarantee SEAT and CUPRA the specific identity of each of the brands, at a time when both are going through a “decisive moment of growth and implementation” in Portugal, as reinforced by David Gendry, general director of SEAT and CUPRA:

"This reorganization takes place at the right time, in which we are betting on the creation and strengthening of the CUPRA brand, maintaining all the success achieved so far, with SEAT, whose market share is a reference in Europe".

David Gendry, Director General of SEAT and CUPRA

SEAT will continue to invest in its strategy of a young and dynamic brand, while CUPRA will continue to invest in a demanding and sophisticated customer, “for whom the car is an object of worship”.

Subscribe to our newsletter

Also SIVA, in the hands of Porsche Holding Salzburg since 2019, sees in this integration a strengthening of its position in the national market, as Rodolfo Florit Schmid, SIVA's administrator, says: “this decision gives us the possibility of not only strengthening the presence of the different Brands, reinforcing the organization and structure of the Volkswagen Group in Portugal, represented by Porsche Holding Salzburg”.

Finally, the integration of SEAT and CUPRA into SIVA will also allow the current dealer network of both brands to remain as it is.