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CUPRA has revealed the future of the brand – which was establsihed just four years’ ago – , with three new electrified models joining the line-up by 2025.


To date, 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. In 2022, CUPRA intends to double its sales, turnover and global network of 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 renewing its current product line-up.

“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, our aim is to deliver 500,000 cars per year and push forward with our international expansion into new markets as well as entering new segments. The CUPRA Tribe is committed to making all this happen, it’s the people that count. Because at 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 Terramar: the brand’s first electrified SUV
Plug-in hybrid technology has shown that electrification is part of CUPRA’s DNA, and 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 line-up of plug-in hybrid models will include even more options and will have greater range.

Joining the team is the CUPRA Terramar, a sports SUV that pays homage to Terramar, Sitges, combining bold proportions with striking design. This new electrified SUV will move the company 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 conventional gasoline powertrains as well as a new generation of plug-in hybrid powertrains that deliver around 62 miles (100 kilometres) in all-electric mode.

The e-HYBRID range focuses on performance and contemporary sportiness and are part of the bigger journey as CUPRA fulfils its electrification revolution.

“Terramar,our new sporty hybrid SUV, perfectly combines bold proportions with a long striking bonnet, while 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 4.5 metre long SUV, with CUPRA DNA ready to shake one of the most competitive segments”.

CUPRA Tavascan: the dream comes true
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. Some design elements were strongly hinted at in the 2021 CUPRA Tavascan Extreme E Concept. The CUPRA Tavascan doesn’t just capture the vision of contemporary electrification, but it also globalises the brand, taking CUPRA to new markets. It will be launched in 2024.

CUPRA UrbanRebel: challenging conventions and bringing emotions
In 2025, CUPRA will bring the UrbanRebel – its Urban Electric Car – to the market. A vehicle that will take CUPRA far beyond its traditional boundaries. The UrbanRebel is driven by emotion, designed, and developed for a more rebellious electric world.

The front-wheel drive Urban Electric Car uses the Volkswagen Group’s MEB Small platform to deliver an emotional, high-performance urban vehicle.

“The CUPRA UrbanRebel will be the biggest project for our company in the upcoming years, since it is key for our transformation as a fully electric brand. We are leading the cluster development, the family of vehicles that will democratise sustainable urban mobility, for different brands within the Volkswagen Group”, said Werner Tietz, Vice-President for Research & Development at CUPRA.

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