SEAT Metropolis Lab

What SEAT Metropolis Lab does

SEAT CODE (legal name SEAT Metropolis Lab Barcelona S.A.) is the in-house digital product development hub of SEAT S.A. and CUPRA within the Volkswagen Group. Founded in 2017 as Metropolis:Lab and rebranded in 2019, the entity operates as a wholly-owned subsidiary delivering digital products exclusively for its parent brands under a Center of Digital Excellence mandate. The company runs end-to-end cross-functional squads covering product strategy, design, and engineering, operating from its Barcelona headquarters at Carrer Badajoz 97 (Poblenou innovation district) with a registered office in Martorell and 300+ professionals as of end-2025 under CEO Isaac Partal Calvo.

Its product portfolio spans three primary surfaces: Giravolta, a mobility platform enabling Corporate Carsharing, on-demand transportation, and Vehicle Subscription, live across 8 European countries with 500,000+ registered users, 10,000+ connected vehicles, and 10 million+ trips delivered; the MyCUPRA and MySEAT connected car applications (redesigned May 2025) providing remote vehicle management, charging control, and maintenance booking; and the SEAT and CUPRA website platforms operating across 30+ countries with car configurators, online reservation, stock locators, and financing calculators integrated with Volkswagen Financial Services. Technical infrastructure rests on a multi-brand Design System compatible with Adobe Experience Manager and React, Bluetooth/Cloud digital key technology, and real-time smart fleet management algorithms delivered through end-to-end ownership squads.

SEAT CODE generates revenue through internal cost-plus or transfer-pricing arrangements with SEAT S.A. and CUPRA, effectively functioning as an internal professional services unit within the Volkswagen Group. It does not publicly disclose revenue or pricing, and its go-to-market is internally sales-led and aligned with parent-brand digital business strategy rather than external customer acquisition. Strategic partnerships with Mobile World Capital, Tech Barcelona (GLOBAL Partner and co-founder), and La Salle - Universitat Ramon Llull support talent pipelines and ecosystem positioning within the Barcelona tech community.

Name

SEAT Metropolis Lab

Legal name

SEAT METROPOLIS LAB BARCELONA S.A.

Website

https://code.seat

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

SEAT CODE (legal name SEAT Metropolis Lab Barcelona S.A.) is the Volkswagen Group's in-house digital product hub for SEAT and CUPRA brands. It builds connected car apps, mobility platforms, and brand websites across 30+ countries from Barcelona with 300+ professionals.

Ownership category

akta.pro rank

Product category

Connected Vehicle Software

NAICS

Taxi and Ridesharing Services (485310), Passenger Car Rental and Leasing (53211), Passenger Car Leasing (532112)

SIC

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

akta.pro primary industry

Car Rental & Mobility Booking Platforms (Carshare/Rideshare/Micromobility) (THALAFAE)

akta.pro secondary industries

Corporate Car Sharing (Round-Trip/Station-Based) (TLABALAA), Round-Trip Carsharing (Station-Based) (TLAFAMAA), Car Rental & Car-Sharing Booking Platforms (BPAMAIAF)

Keywords

• Connected car applications
• Mobility platform solutions
• Automotive digital products
• Vehicle subscription software
• Carsharing platform

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Internal Digital Product Development: SEAT CODE operates as the internal digital hub for SEAT and CUPRA, providing digital product development services including connected car apps, website platforms, mobility services, and after-sales solutions. Revenue is generated through internal Volkswagen Group allocation and budget allocation for digital transformation initiatives.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SEAT CODE (legal entity SEAT METROPOLIS LAB BARCELONA S.A.) is the internal Center of Digital Excellence for SEAT and CUPRA brands within the Volkswagen Group. It designs, builds and scales digital products including the MyCUPRA App and MySEAT App (connected car mobile applications), the SEAT and CUPRA website platforms (car configurators, online reservations, financing calculators, stock locators across 30+ countries), and the Giravolta integrated mobility platform enabling corporate carsharing, on-demand transportation and vehicle subscription business models with over 500,000 registered users, 10,000 connected vehicles and 10 million+ trips delivered.

Product overview

SEAT CODE operates as the Center of Digital Excellence for SEAT and CUPRA, offering a portfolio of connected digital products. The core offerings include Giravolta (a modular mobility platform for carsharing and vehicle subscription), MyCUPRA App and MySEAT App (connected car mobile applications with remote vehicle management features), and CUPRA/SEAT Website Platforms (digital commerce and configurator websites across 30+ countries). These products share an end-to-end ownership model, modular architecture, and multi-brand Design System compatible with Adobe Experience Manager (AEM) and React. The company focuses on automotive digital business enablement including sales, after-sales, marketing, and in-car vehicle experience.

Differentiator

Problem solved

Functional benefit

Brands

• Giravolta: An integrated digital mobility platform enabling new business models such as Corporate Carsharing, on-demand transportation, and Vehicle Subscription. Live in 8 European countries with over 500,000 registered users, 10,000 connected vehicles and more than 10 million trips delivered.

Products and services

• Giravolta Integrated digital mobility platform enabling new business models including Corporate Carsharing, on-demand transportation, and Vehicle Subscription. Transforms complex hardware into scalable digital services through clean code and agile engineering.
• MyCUPRA App Connected car mobile application providing instant access to vehicle data including mileage, range, fuel status, and advanced remote features for door lock/unlock, vehicle location, and charging management.
• MySEAT App Connected car mobile application for SEAT vehicles offering the same digital touchpoint capabilities as MyCUPRA App, including vehicle data access and remote management features.
• CUPRA Website Platform Sustainable digital website ecosystem for the CUPRA brand operating across 30+ countries. Includes Car Configurators, Online reservation and vehicle sales, Financing calculators, Stock Locators, and Dynamic forms for lead generation.
• SEAT Website Platform Digital website platform for the SEAT brand with functionality similar to the CUPRA platform, operating globally and integrated with Volkswagen Financial Services for financing.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mobile World CapitalcoreStrategic or Co-development PartnerStrategic partnership 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, supporting product commercialisation, establishing closer collaboration with startups, and participating in tech events for the community.
• La Salle - Universitat Ramon LlullminorStrategic or Co-development PartnerCollaboration to promote development of entrepreneurship and new emerging talents within the framework of the Corporate Board Council.
• Volkswagen Financial ServicescoreTechnology or IntegrationFinancing calculators on SEAT and CUPRA websites seamlessly connected with Volkswagen Financial Services for customer financing options.
• Volkswagen GroupcoreStrategic or Co-development PartnerGiravolta mobility platform operates within and beyond Volkswagen Group for development, testing, and scaling of new mobility services.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Free2Move: Stellantis-owned mobility platform offering carsharing, vehicle subscription, and on-demand transport across Europe. Closely comparable to Giravolta as an automaker-branded multi-country carsharing and subscription platform.
• Share Now: BMW and Mercedes-backed free-floating carsharing service operating across major European cities. Directly comparable to Giravolta as a multi-country carsharing platform with connected-vehicle fleet operations.
• Turo: Peer-to-peer carsharing marketplace with reservation, keyless access, and insurance infrastructure. Comparable to Giravolta in carsharing booking/reservation, digital key, and subscription/usage-based commercial models.
• Zipcar: Established carsharing platform (owned by Avis Budget Group) operating corporate and consumer carsharing programs. Comparable to Giravolta's corporate carsharing and reservation-based vehicle access model.

Regional players

• MOIA: Volkswagen Group's ride-pooling and mobility services subsidiary. Comparable as a VW Group peer operating platform-based on-demand shared mobility services in Europe.
• WeShare: Volkswagen Group's electric carsharing service operating in select European cities. Comparable as a sibling VW-Group carsharing platform and potential internal alternative to Giravolta.

Broad incumbents

• MyBMW Group Digital: BMW Group's in-house digital and connected car capabilities including MyBMW app and digital services. Comparable as a competitor OEM-owned digital hub serving parent automotive brands.
• CARIAD: Volkswagen Group's dedicated automotive software company, building a unified software platform across VW, Audi, Porsche, and other group brands. Directly comparable as a sibling in-house software/digital unit inside the same parent group, with broader mandate.
• Mercedes-Benz Mobility: Mercedes-Benz Group's mobility and digital services arm covering financing, subscription, carsharing (Share Now), and connected car apps. Comparable as an OEM-backed integrated digital and mobility services portfolio.

Others

• Accenture Interactive: Large-scale digital product and experience agency serving global automotive clients with connected car, commerce, and platform engineering capabilities. Comparable as a potential external alternative or talent competitor for SEAT CODE's services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/seatcode

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Metropolis Lab