CEO of CUPRA car brand leaning on the hood of an electric CUPRA in iridescent purple.

CUPRA Endeavours to Become a Fully Electric Brand by 2030

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CUPRA landed at the IAA International Motor Show in Munich to present the brand’s future electric vision. Its newest concept car, the CUPRA UrbanRebel Concept, also made its first public appearance at the pre-opening of the new CUPRA City Garage in Munich.

At the event, CUPRA CEO Wayne Griffiths referred to the brand’s electric offensive: “We have the ambition to become a fully electric brand by 2030. We are launching the CUPRA Born this year and the CUPRA Tavascan will arrive in 2024. The CUPRA UrbanRebel challenges the conventions, bringing emotions to the new electric era with a radical interpretation of the company’s urban electric car, due to arrive to the market in 2025. We will be launching it first as a CUPRA, and we will monitor closely the acceptance of electric cars by the customers’ and the roll-out of infrastructure in Europe”. This concept will influence the road version of the city electric car, and it will be the new lighthouse for the company in terms of electrification and technology.

The urban electric car is a strategic pillar for the company, Griffiths said. SEAT S.A. together with the Volkswagen Group plays a key role in developing the urban electric project. SEAT S.A. is developing the cars of the urban electric family, while Volkswagen is developing the platform and CARIAD the software. The ambition is to produce more than 500,000 vehicles per year in Spain for different Group brands from 2025 onwards.

Based on this project, the company has an ambitious plan in Spain, called Future: Fast Forward. The main driver of this plan is the production of the urban electric vehicle in Spain, which could become the engine for the transformation of the Spanish automotive industry, the second largest car producer in Europe.

Born to be the impulse of a new generation

CUPRA has started producing the first units of its first fully electric car, the CUPRA Born, at the Zwickau factory in Germany. This car with CUPRA’s DNA was born to be the impulse of a new generation and aims to prove that performance and electrification are a perfect match.

The CUPRA Born adds new emotions to electric cars and driving. Its design is inspired by the vibrance of Barcelona’s El Born neighborhood: “The CUPRA Born will also be the impulse of the company’s transformation and the start of CUPRA’s electric product offensive. With this car, we aim to increase the CUPRA mix to 20% of SEAT S.A. overall sales. The CUPRA Born will be in the market from November and its launch will kick off a new distribution strategy for a different customer relationship,” Griffiths said.

The CUPRA Born will help the company meet European targets and will contribute to reducing global CO² emissions. At the same time, it will open doors to new international markets and increase the brand’s presence in the most electrified countries. Moreover, the CUPRA Born will make the brand’s customer base more gender balanced and it will also be offered under subscription-based contracts with a monthly fee.

Unleashing the rebel for the electric era

The company presented in Munich the CUPRA UrbanRebel Concept, the most radical interpretation of the urban electric car, scheduled for its launch in 2025. The CUPRA UrbanRebel Concept is based on the design foundations of the 100% electric urban vehicle. The road version will mix striking design and astonishing dynamics and will be based on the Volkswagen Group’s MEB short platform.

If you’re interested in a CUPRA, get in touch with our team at CUPRA today.

Please note that – while care is taken to ensure all details on this page are correct – specifications, pricing, and offers often change and information here may no longer be accurate. Images may also include overseas specification and/or optional accessories not included in the price. Our Sales Specialists are able to check and confirm up-to-date information on request. If you notice information that may be inaccurate, please don’t hesitate to let us know. Thank you.

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