Motion & Emotion

CUPRA Showcases Its Vision and Ambition Until 2025

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CUPRA is revealing its exciting plans for the future, with new heroes for a new era and returning to where it all began four years ago, in Terramar, Sitges, to host the beginning of the next chapter.

The brand has delivered close to 200,000 units while its turnover has grown from 430 million euros in 2018 to almost 2.2 billion euros in 2021, far beyond all expectations. And this year, CUPRA intends to double its sales, turnover, and global network of CUPRA Masters and CUPRA City Garages.

By 2025 CUPRA will have entered a new era with three new electrified models – CUPRA Terramar*, CUPRA Tavascan* and CUPRA UrbanRebel* – as well as its current line-up renewed.

“Tonight, we show the entire range of CUPRA’s next generation of heroes to be launched by 2025,” said Wayne Griffiths, CEO of CUPRA.” In the midterm, we aim to deliver 500,000 cars per year and push forward with our international expansion into new markets and entering new segments. The CUPRA Tribe is committed to making all this happen. It’s the people that count. Because in the end, It’s the people who make the brand.”

The Unstoppable Impulse event took place in Terramar (Sitges), where international media, institutions, partners, and CUPRA ambassadors such as Ballon d’Or and Best FIFA Award-winning footballer Alexia Putellas joined the event. Representatives from the Volkswagen Group and members of the shareholders’ families Piëch and Porsche also joined the event.

CUPRA’s Incredible Journey

CUPRA was launched in 2018 with the ambition to reinvent contemporary sportiness, driven by a few believers who wanted to challenge the status quo.

The first vehicle to embody the ambition and character of the challenger brand was the CUPRA Ateca. A unique model in its segment.

The brand launched the King of Leons, CUPRA Leon, two years later. It was the brand’s first model with an extensive range of powerful engines and the first electrified CUPRA model, thanks to its high-performance plug-in hybrid engine.

This was followed by the first standalone model, CUPRA Formentor. The Crossover SUV has been a massive success, with almost 100,000 units delivered globally, and it is now the company’s best-selling model.

And then came the CUPRA Born. The first 100% electric car and the perfect match between electrification and performance. But the vehicles are only part of the story.

“The CUPRA Tribe crafts day after day the essence of our brand: Disruptive Attitude, Rebellious Spirit and Unconventional Mindset”, said Antonino Labate, Director of Strategy, Business Development and Operations at CUPRA. “Today, we bring out the newest member of the Tribe: TV Boy. Someone with a rebellious spirit that breaks boundaries to inspire the next generation through his art.”

UPRA Terramar

Plug-in hybrid technology has shown that electrification is part of CUPRA’s DNA. The range of vehicles that benefit from the technology has grown to encapsulate a large part of the brand’s range. But CUPRA is taking it further.

By 2024 the range of plug-in hybrid models will include even more options and a more excellent range.

Joining the team is the CUPRA Terramar, a sports SUV that pays homage to Terramar, Sitges, combining bold proportions with striking design. This emotional, sporty, and electrified SUV will move the company upmarket to the hot spot of the SUV segment, the fastest-growing segment in Europe. It will be produced in Hungary at Audi’s Györ plant.

The CUPRA Terramar will be available with ICE versions and a new generation of plug-in hybrid powertrains that deliver around 100km in all-electric mode.

The e-HYBRID range focuses on performance and contemporary sportiness and is part of the more extensive journey as CUPRA fulfils the electrification revolution.

“Terramar is where everything started for CUPRA. Our new sporty hybrid SUV perfectly combines bold proportions with a long striking bonnet. At the same time, the shark nose means breakthrough resistance and the determination to win”, said Jorge Diez, Design Director at CUPRA. “Thinking of how the driver will feel, we provide a unique experience with the latest technology, thanks to the driver-oriented interior concept. All in all, a 4,5m long SUV, with CUPRA DNA ready to shake one of the most competitive segments”.

CUPRA Tavascan

The next stage of the journey is the CUPRA Tavascan. The car encapsulates CUPRA’s electrified vision and will remain faithful to the 2019 concept car. The 2021 CUPRA Tavascan Extreme E Concept strongly hints at some design elements. The CUPRA Tavascan doesn’t just capture the vision of contemporary electrification but also globalises the brand, taking CUPRA to new markets. It will be launched in 2024.

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