What SEAT:CODE does

SEAT:CODE (legal entity: SEAT METROPOLIS LAB BARCELONA, S.A.) is the in-house digital product studio and Center of Digital Excellence for SEAT S.A. and CUPRA, operating as a wholly-owned subsidiary within the Volkswagen Group. Founded in 2017 as Metropolis:Lab and rebranded to SEAT:CODE in 2019, the company is headquartered in Barcelona with approximately 300 professionals delivering cross-functional teams combining Product, Design, and Technology. SEAT:CODE designs, builds, and scales digital products across three pillars: (1) connected-car mobile applications (MyCUPRA App and MySEAT App) providing vehicle data access, remote features, and maintenance management; (2) the Giravolta integrated mobility platform enabling Corporate Carsharing, on-demand transportation, and Vehicle Subscription, featuring Smart Fleet Management, Bluetooth/Cloud-based Digital Key technology, and a Subscription Engine, live across 8 European countries with 500,000+ registered users and 10M+ trips delivered; and (3) website platforms for SEAT and CUPRA spanning 30+ countries, incorporating car configurators, online reservations, financing calculators (integrated with Volkswagen Financial Services), and stock locators, all unified through a Multi-Brand Design System compatible with Adobe Experience Manager and React.

Name

SEAT:CODE

Legal name

SEAT METROPOLIS LAB BARCELONA, S.A.

Website

https://code.seat

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

SEAT:CODE is the in-house digital product studio for SEAT and CUPRA brands within the Volkswagen Group, designing connected-car mobile apps, the Giravolta mobility platform, and multi-country website ecosystems from Barcelona.

Ownership category

akta.pro rank

Product category

Automotive Digital Solutions

NAICS

Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321), Taxi and Ridesharing Services (48531)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Car Rental & Car-Sharing Booking Platforms (BPAMAIAF)

Keywords

• Connected car applications
• Mobility platform software
• Automotive digital solutions
• In-house digital product studio
• Vehicle subscription platform

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Internal Digital Product Development: SEAT CODE operates as the internal digital hub of SEAT and CUPRA, funded through the Volkswagen Group parent company structure. Revenue is generated through internal allocation and corporate funding rather than external client billing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SEAT CODE is the in-house digital product studio of SEAT S.A. and CUPRA that designs, builds, and scales digital products end-to-end — from ideation through delivery. Its portfolio covers connected-car mobile applications (MyCUPRA App and MySEAT App), the Giravolta shared-mobility platform (Corporate Carsharing, on-demand transport, Vehicle Subscription), and the SEAT and CUPRA multi-country website ecosystems. All products are developed for internal use by the SEAT and CUPRA brands within the Volkswagen Group.

Product overview

SEAT CODE is the Center of Digital Excellence for CUPRA and SEAT, operating as a digital hub that designs, builds, and scales digital products. The portfolio centers on three major areas: (1) Connected Car Applications including MyCUPRA App and MySEAT App, which serve as the main digital touchpoints between users and vehicles, providing remote features, vehicle data, and maintenance management; (2) The Giravolta Mobility Platform, an integrated digital platform for Corporate Carsharing, on-demand transportation, and Vehicle Subscription featuring Smart Fleet Management, Digital Key technology, and a Subscription Engine, live across 8 European countries; and (3) Website Platforms for CUPRA and SEAT spanning 30+ countries, encompassing Car Configurators, Online Reservation/Vehicle Sales, Financing Calculators, Stock Locators, and Dynamic Forms. All digital products share a Multi-Brand Design System built for Adobe Experience Manager (AEM) and React to ensure consistency and scalability. The organization operates from Barcelona with approximately 300 professionals delivering products to millions of users across Europe's automotive digital ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Giravolta: An integrated digital mobility platform that enables new business models such as Corporate Carsharing, on-demand transportation, and Vehicle Subscription. Live in 8 European countries with over 500,000 registered users.

Products and services

• MyCUPRA App Connected-car mobile application for CUPRA owners providing instant vehicle data (mileage, range, fuel status), remote features (lock/unlock doors, remote honk and flash), charging management, and maintenance booking. Scaled across multiple markets and operating systems for the CUPRA brand.
• MySEAT App Connected-car mobile application for SEAT owners delivering vehicle data access, remote features, and maintenance management, scaled across markets and operating systems for the SEAT brand.
• Giravolta Mobility Platform Integrated digital mobility platform that enables Corporate Carsharing, on-demand transportation, and Vehicle Subscription business models, featuring Smart Fleet Management with real-time monitoring, Bluetooth and cloud-based Digital Key for keyless access, and a flexible Subscription Engine for usage-based payment. Live in 8 European countries with 500,000+ registered users, 10,000+ connected vehicles, and 10M+ trips delivered, serving B2B customers seeking employee mobility solutions.
• CUPRA Website Platform Sustainable digital website ecosystem for the CUPRA brand spanning 30+ countries, featuring car configurators, online reservation and vehicle sales, financing calculators, stock locators, and dynamic lead capture forms. Built on a reusable Multi-Brand Design System compatible with Adobe Experience Manager (AEM) and React to enable rapid go-to-market while scaling global experience.
• SEAT Website Platform Digital website ecosystem for the SEAT brand across multiple markets, featuring car configurators, online reservation and vehicle sales, stock locators, and dynamic forms. Optimised for revenue impact, margin optimisation, and user experience aligned with SEAT brand values, leveraging the shared Multi-Brand Design System.

Quantifiable outcome

• Record traffic in CUPRA and SEAT websites with stronger conversion rates
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Mobile World CapitalminorGTM or Marketing PartnerPartnership to speed up access to digital talent and offer SEAT CODErs inspiring content and events to promote knowledge transfer and collaboration among local entities.
• Tech BarcelonacoreStrategic or Co-development PartnerNetwork of more than 1,300 members and audience of 35,000+ tech profiles. SEAT CODE is GLOBAL Partner and co-founder. Aims to support product commercialisation, establish closer collaboration with Startups and participate/organize tech events for the community.
• La Salle - Universitat Ramon LlullminorStrategic or Co-development PartnerCorporate Board Council partnership to promote development of entrepreneurship and new emerging talents.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Free2Move: Free2Move is Stellantis's mobility super-app offering carsharing, vehicle subscription, parking, and charging across Europe and North America. Like Giravolta, it bundles multiple mobility services on a single platform integrated with a major automaker's vehicle portfolio, making it a direct comparable for SEAT CODE's mobility offering.
• Share Now: Share Now (formerly car2go, jointly owned by BMW and Mercedes-Benz) is a leading free-floating carsharing platform in Europe with hundreds of thousands of vehicles across multiple cities. It is the most direct competitive peer to Giravolta's carsharing functionality and operates at significantly larger scale.

Emerging players

• Getaround: Getaround operates a connected car-sharing platform with instant booking and keyless access technology. Its Digital Key and fleet management approach to carsharing is technologically comparable to Giravolta, though its geographic footprint is more limited.
• Turo: Turo is a peer-to-peer carsharing marketplace operating across multiple countries. While it operates a different model (consumer-to-consumer rather than corporate fleet), it competes for the same underlying customer demand for access-based vehicle use that Giravolta addresses.
• Volvo Cars digital / Volvo Cars Software: Volvo Cars has developed its own connected car platform, mobile apps, and digital services, and has built significant in-house software capabilities. As an automotive OEM with strong digital ambitions, it is comparable to SEAT CODE's function of building production connected car experiences for a major brand.

Broad incumbents

• Sixt: Sixt is a major European mobility provider offering car rental, carsharing, and vehicle subscription services across 100+ countries. It is a comparable to Giravolta's mobility services and is a key competitor in the European vehicle subscription market.
• CARIID: CARIAD is the VW Group's centralized automotive software company, developing connected car, ADAS, and digital experience software across all VW brands. It is the closest internal peer to SEAT CODE within the same parent group, though at much larger scale and broader mandate, and is the most likely entity to absorb SEAT CODE's functions in any VW Group consolidation.
• Stellantis digital operations: Stellantis operates multiple in-house digital and software development functions across its brand portfolio (Peugeot, Citroën, Fiat, Opel, etc.), including connected car platforms and brand websites. As a multi-brand automotive group, Stellantis's digital structure parallels the role SEAT CODE plays for SEAT and CUPRA within VW Group.
• Mercedes-Benz Tech Innovation: Mercedes-Benz Tech Innovation is the German automaker's in-house technology subsidiary developing software, digital products, and IT solutions for Mercedes-Benz vehicles. It is structurally analogous to SEAT CODE as a captive digital product studio within a major OEM, though serving a premium brand portfolio.
• BMW Group Digital / BMW IT Hub: BMW's in-house digital and IT divisions develop connected car services, mobile apps, and website platforms for the BMW, MINI, and Rolls-Royce brands. As a captive digital hub serving a premium automotive portfolio, it parallels SEAT CODE's role within the SEAT/CUPRA ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInes.linkedin.com/company/seatcode
• Xx.com/seat_code

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SEAT:CODE