Under the slogan “RE_IMAGINE TODAY. RE_SHAPE TOMORROW”, Innovation Days+ 2026 invited teams from the company to imagine and develop the solutions that will transform the future of mobility.

• Artificial intelligence, digitalisation, engineering excellence and new in-car experiences were the focus of the proposals presented at this year’s edition
• Innovation Days has now seen 300 projects submitted across eight editions, establishing itself as one of the main drivers of internal innovation at SEAT & CUPRA

SEAT & CUPRA has once again reinforced its commitment to innovation and in-house talent by hosting the eighth edition of Innovation Days, an initiative designed to boost creativity, foster cross-functional collaboration and raise the profile of the ideas that are helping to transform the company. Under the theme “RE_IMAGINE TODAY. RE_SHAPE TOMORROW”, this year’s meeting brought together 34 innovative projects centred on artificial intelligence, digitalisation, engineering excellence and new in-car experiences, establishing itself as a key platform for discovering solutions that will shape the future of the organisation and of mobility.

Since its launch, the initiative has become one of the company’s leading internal innovation platforms, offering employees a space to present ideas, share knowledge and explore new business opportunities.

Over the course of its eight editions, this initiative has seen 300 projects submitted by employees from SEAT & CUPRA and the Volkswagen Group, with 43 expert talks and more than 22,000 attendees.

Every edition of Innovation Days has not only enabled the identification of new opportunities for innovation, but has also driven initiatives with real-world applications, both within and outside the company – such as the 26 patents that accompanied the launch of the CUPRA Raval.

Another highlight was the CUPRA Drink, developed in collaboration with Vichy Catalan – a concept born during the 2023 edition that subsequently became a commercial reality. Following its successful launch in Spain and the UK, the CUPRA Drink is now available at the CUPRA City Garages in Munich and Berlin as part of a multi-sensory experience that captures the essence of the brand.

Another success story in the field of sustainability was the inclusion in the production of the SEAT Arona of two components made from Oryzite, a renewable and natural material derived from rice. Each car uses 60 grams of rice husks, which translates into the annual utilisation of 5 tonnes of this raw material that would otherwise be discarded.

Driven by People and Organisation in collaboration with various departments across the company, Innovation Days once again has placed people at the heart of innovation. Over the course of three days, the event combined hands-on experiences, collaborative activities and the showcasing of projects developed by multidisciplinary teams from SEAT & CUPRA and the Volkswagen Group.

This year’s edition was structured around three main pillars: RE_MAKE, focusing on experimentation and hands-on learning; RE_DISCOVER, dedicated to showcasing innovative projects; and RE_THINK, a space for inspiration and reflection on the trends that are redefining business and technology.

Our Innovation Days demonstrate that innovation arises when people have the opportunity to experiment, collaborate and turn their ideas into reality. Over the course of eight editions, we have seen how projects conceived at these events have helped to transform processes, products and experiences for our customers, thereby driving the future of SEAT & CUPRA.”

Laura Carnicero, Executive Vice-President for People and Organization of SEAT & CUPRA

The projects presented in this edition reflected some of the company’s key strategic challenges, at a time when, following eight years of transformation, SEAT & CUPRA is embarking on its next phase with a clear ambition for growth and the flexibility required to adapt to a rapidly evolving automotive industry. Consequently, all the projects presented have been categorised into three main strategic areas: AI & Digitalisation, Engineering Excellence and Future Vehicle Experience.

Among the most notable initiatives is CASSANDRA, an AI-based assistant developed in-house to support the resolution of electronic issues on the production line by identifying root causes and recommending corrective actions. Also of note is Talk2System, an AI-powered voice interface that enables operators to interact naturally with production and quality systems, streamlining processes and improving operational efficiency.

In the field of electric mobility, Battery Pass offers a digital passport for batteries that guarantees full traceability of information relating to their production and sustainability, anticipating future European regulatory requirements. Furthermore, projects such as Indoor Viewer, which creates digital replicas of production plants using 3D scanning technology, demonstrate how digitalisation is redefining the company’s industrial processes.

These initiatives demonstrate how innovation is helping to accelerate, enhance operational efficiency and prepare the company for the new challenges associated with electric and connected mobility.

Innovation Days+ have also served as a testing ground for exploring new solutions aimed at enhancing the driving experience and accelerating the development of tomorrow’s vehicles.

Notable proposals include Interior UX Sound, an experience that transforms the vehicle’s behaviour into a real-time soundtrack; CUPRA Re:Monomaterial, a fully recyclable door panel concept that contributes to the circular economy; and various research projects relating to new materials, advanced lighting technologies and high-performance solutions for electrified vehicles.

Many of the proposals presented explore technologies and materials that could form part of the company’s future mobility solutions, reinforcing the link between innovation, sustainability and the customer experience.

The programme was rounded off with inspiring sessions featuring external experts such as Helena Oller, Head of Strategy at Filmin, and Víctor Gil, founder of Science4Insights, who shared their insights on business transformation, innovation and the impact of artificial intelligence on organisations’ reputation and visibility.

In addition to the exhibition areas and conferences, attendees were able to experience first-hand some of the technologies that are shaping the mobility of tomorrow through a range of interactive demonstrations.

Among these, experiences relating to immersive in-car sound, advanced personalisation based on user profiles and new haptic interfaces for interaction between driver and vehicle have stood out.

With this eighth edition, Innovation Days has cemented its role as one of SEAT & CUPRA’s leading internal innovation platforms, fostering collaboration across departments, nurturing talent and accelerating the development of ideas capable of generating value for the company and for the mobility of the future.