SEAT CUPRA Martorell

Over the past five years, the Martorell plant has undergone one of the most significant transformations in its history. Its products, facilities, processes and skills have been realigned to focus on electric mobility. However, the site’s particular achievement does not lie solely in the technical changes. It is crucial that SEAT has viewed this transformation as a joint endeavour involving the entire workforce.

Management communicated at an early stage why the change was necessary and what prospects it would bring for the site. Staff were actively involved, are taking on responsibility and are contributing their experience to the plant’s further development. This has fostered a shared understanding that extends far beyond individual projects.

A key foundation is the thorough preparation of the entire organisation for the transformation. The entire company has been realigned to meet the requirements of electromobility. The programme integrates the technical aspects of electrification with digitalisation, automation, and a fresh approach to collaboration and change. Practical training, digital formats and on-the-job learning enable employees to work flexibly across the three production lines.

One particularly visible result of the transformation is the new battery production facility. Just 33 months were available from the initial project decision in June 2023 until the start of series production. Product development, assembly line planning, construction of the production hall, and production preparation had to be carried out largely in parallel. Martorell has thus industrialised a completely new field of technology in a very short amount of time.

This was made possible through close cross-functional collaboration, knowledge-sharing with other battery plants within the Volkswagen Group, and the systematic development of expertise. The battery production facility therefore exemplifies the cultural transformation of the entire site.

This preparation is also evident in the rollout of the new electric models. Despite the project's size and complexity, the ramp-up proceeded comparatively smoothly and under control. All quality and maturity checks were carried out rigorously. Even a delay in software delivery was mitigated through close cross-functional coordination within the Urban EV project. This demonstrates how well the site was prepared to identify and resolve unexpected events at an early stage.

This transformation is supported by a production system that links strategy with day-to-day operations. Martorell has deliberately kept this system lean, using just 18 building blocks which the plant presents in a clear and accessible way. This makes lean knowledge accessible not only to specialists, but to the entire organisation.

This approach is evident throughout the plant. Rather than responding reflexively to challenges with heavy investment, Martorell begins by understanding and simplifying the process. Only then is a decision made as to whether technical support is required, and if so, what form it should take. The range of solutions extends from simple mechanical aids and ergonomic solutions to cost-effective digital applications, automated quality checks and the targeted use of artificial intelligence.

Existing technology is intelligently combined, applications are standardised, and solutions are designed to be modular and close to the workplace. Automation is primarily used where the weight of components, cycle times, quality or health and safety requirements necessitate it.

It is the sum of these improvements that constitutes the site’s particular strength. Between 2025 and the first seven months of 2026, more than 360 workstations were ergonomically improved, resulting in total savings of just under €1 million. Digital tools create transparency and a shared database. Virtual validation also enables the manufacturability, ergonomics and workflows to be checked well before series production begins and the necessary knowledge to be incorporated into the organisation at an early stage.

The site’s down-to-earth approach is particularly noteworthy. Despite its successes, the Martorell plant is not resting on its laurels. Progress does not come about through individual flagship projects, but through a company that continuously learns, shares knowledge, and collaborates to improve processes.

In recognition of this exceptional combination of cultural change, a consistent lean approach, flexible production and pragmatic technology use, the SEAT Martorell plant has been awarded the Automotive Lean Production Award 2026 in the ‘OEM’ category.

SEAT S.A. is a Spanish car manufacturer based in Martorell, which is part of the Volkswagen Group. It develops, manufactures and markets vehicles under the SEAT and CUPRA brands. With production sites in Martorell, Barcelona, and El Prat de Llobregat, SEAT S.A. plays a pivotal role in the Spanish automotive industry. Combining the long-standing experience of the SEAT brand with the dynamic growth of CUPRA, the company plays a central role in the Volkswagen Group's transition to electric mobility.

Situated around 30 kilometres north-west of Barcelona, the Martorell plant is SEAT S.A.’s main production facility. The site manufactures various brands and models of vehicle on three production lines. Martorell is currently ramping up production of the Volkswagen Group’s new Urban EV family. This includes the CUPRA Raval and the Volkswagen ID. Polo.

Martorell is taking on the role of Cluster Lead for the industrialisation of a new vehicle family for the first time within the Volkswagen Group. This transformation involves new vehicle concepts and extensive changes to the press shop, body shop, paint shop and assembly. It also involves establishing its own production facility for high-voltage batteries. Meanwhile, ongoing production must be maintained reliably and adapted flexibly to customer demand.

Address
SEAT S.A.
Autovia A-2, Km 585
08760 Martorell
Spain

Products
Seat Ibiza, Arona, Leon und Leon ST; Cupra Formentor, Leon, Leon ST and Raval; VW ID Polo

Employees
around 9,900

Revenue
€15,115 Mio.