• The brand announces a product offensive and plans to reach one billion euros of SEAT’s total turnover when its full range is available
  • CUPRA Racing presents two racecars and confirms its participation in the PURE ETCR
  • The series version of the CUPRA Formentor will be presented at the next Geneva Motor Show
  • The inauguration of the CUPRA Garage gathers the CUPRA Tribe, including the new ambassador Marc ter Stegen, Mattias Ekström and Fernando Belasteguín

Coinciding with its second anniversary, CUPRA has inaugurated the brand’s new headquarters, the CUPRA Garage, located next door to SEAT’s own corporate headquarters. During the inauguration event, for the first time and on a global scale, the car brand presented the range of the first CUPRA Leon, including new racing cars, and is beginning its journey towards electrification with its first hybrid model.

After closing 2019 with a 71.8% growth over the previous year and nearly 24,700 units sold, CUPRA kicked off 2020 with a full schedule of novelties. In addition to opening the doors of its new home, a 2,400 square metre eco-efficient building whose design evokes a racing paddock, the brand is remodelling its racing car workshop, the CUPRA Racing Factory. CUPRA has invested 5.3 million euros in its new facilities, which feature enough room for a staff of 200 employees.

“The decision to establish CUPRA as an independent brand two years ago could not have worked out better, because in this short time it has become our most profitable business unit. CUPRA gives SEAT the opportunity to produce more profitable models and reach new customers, and the two brands together give us the resources and operational base to continue growing. We have now decided to strengthen the brand by building its own corporate headquarters”, said Carsten Isensee, SEAT Acting President and Executive Vice-president of Finance and IT, at the press conference to launch the CUPRA Leon.

#2020: a key year

This year, CUPRA is intent on demonstrating its capabilities in the automotive market by broadening its range and expanding internationally. In addition to the success of the CUPRA Ateca, the brand is going to strengthen its product portfolio with the first CUPRA Leon, in its hatchback and Sportstourer versions, and with the CUPRA Formentor, the first model designed specifically for the brand.

CUPRA CEO and SEAT Executive Vice-president for Sales and Marketing Wayne Griffiths highlighted that “the results achieved in these past two years, with close to 40,000 cars sold, prove the great potential of this brand. CUPRA is growing more than we had expected, and therefore we had to build a home for the CUPRA Tribe and doubled our staff to 200 employees. We are now entering a new phase where we will demonstrate that sportiness can be electrified with the launch of three hybrid cars and we plan to reach one billion euros of SEAT’s total turnover when we will have the full range available”

Griffiths also announced that the production model of the CUPRA Formentor will make its first public appearance at this year’s Geneva Motor Show, and is expected to reach the market in the second half of the year.