The SEAT | CUPRA PartnerDialog is an annual B2B event hosted by SEAT and CUPRA Germany, inviting their retail partners. The goal is to combine information, motivation, and recognition. With this year’s PartnerDialog at the Showpalast in Munich, SEAT and CUPRA, in collaboration with the creative agency OVAL, which specialises in brand experiences, set a clear example of the power of connection, brand loyalty, appreciation, and future readiness.
“This connection is based on trust, enthusiasm, and shared goals. It’s important to us to create an event with OVAL that not only inspires and motivates, but also makes the future direction of our brands tangible,” said Alexander Buk, Managing Director of SEAT Deutschland GmbH.
OVAL prevailed in the pitch for the SEAT | CUPRA PartnerDialog 2025 against several agencies, including the long-time incumbent. The agency developed a comprehensive event concept – from the narrative central idea to location scouting, architectural and technical setup, staging of all program content, content support for the talks, participant management, and complete on-site production. The focus was on creating a corporate experience that made both SEAT and CUPRA tangible and conveyed the spirit of their brand worlds in a sustainable and business-relevant way.
“With PartnerDialog 2025, together with SEAT and CUPRA and all involved partners in true team spirit, we succeeded in creating far more than a typical dealer event: a powerful signal for unity, brand pride, and a shared future in the automotive trade,” added Adone Kheirallah, Managing Partner at OVAL.
Around 400 guests, including dealers, VIPs, employees of SEAT and CUPRA Germany, and representatives from the international headquarters, came together in Munich to connect, discover new vehicle models, and celebrate the 2025 Top Dealer Awards. Under the motto The Impulse, the event addressed key future topics while also serving as an emotional catalyst for the retail network.
A highlight was the showcase of future vehicle models, some still under wraps. The event was hosted by TV presenter Amiaz Habtu. The Top Dealer Awards ceremony, recognising the year’s best dealers, was co-hosted for the first time by an AI avatar.
The show location itself made a bold visual statement: the Showpalast Munich features Europe’s largest permanently installed LED wall – an impressive setting for an equally impressive brand experience from SEAT and CUPRA, which was highly rated by attendees in a post-event survey.
