The high-growth brand promised new heroes for a new era at its Unstoppable Impulse event.

Since it was founded in 2018, CUPRA has skyrocketed within the automobile industry – known not just for its high sales and turnover (almost 2.2 billion euros in 2021), but for its innovative and forward-facing approach.

Last week, CUPRA returned to Terramar, Sitges – where its story started – to establish its vision for the future. As well as teasing new versions of its current lineup and setting a goal of half a million sales per year, CUPRA promised us three new electrified models by 2025: CUPRA Terramar, CUPRA Tavascan and CUPRA UrbanRebel.

“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.”

CUPRA also pledged to expand into new markets, a fitting expansion plan for a brand not only interested in the technical aspects of their cars, but in the people who will use them. Over the past four years they’ve established a global network and a global outlook, making connections with cultures worldwide and even becoming a key part of their local Primavera Sound festival this year. Event attendees reflected these cultural ties too, with the likes of CUPRA ambassador Ballon d’Or and footballer Alexia Putellas joining.

The UrbanRebel – an Urban Electric Car – will land in 2025, and will embody CUPRA’s commitment to overturning the traditional values of its industry and break new ground. Rebellion, emotion and innovation are key to the brand, and translate into unconventional, high-performance, more sustainable features – from 3D printed aspects to lightweight design and integrated bio-based materials.

“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 democratize sustainable urban mobility, for different brands within the Volkswagen Group”, said Werner Tietz, Vice-President for Research & Development at CUPRA.

“We know exactly where we want to go, and I promise you it will not be boring. Every single model we will bring to the market will be a step ahead on our journey,” adds Wayne Griffiths. “We will stay true to ourselves and be authentic, this is the spirit of the CUPRA Tribe. We’ll do this the CUPRA way, like we always have. The future is electric. The future is CUPRA.”


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