CUPRA starts electric adventure with ABT, opens garage in Hamburg

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  • CUPRA is the high-performance motorsport division of the Spanish automobile manufacturer SEAT

CUPRA inaugurated its all new garage in Hamburg, Germany and while taking the advantage of the situation announced its participation in Extreme E-Racing in collaboration with ABT Sportsline Team as the main partner.

CUPRA becomes the first automotive brand to join Extreme E-Racing Competition 2021 which will be held at world’s harshest environments and terrains which will truly test the SUVs thoroughly, CUPRA CEO Wayne Griffiths and SEAT Executive Vice-president for R&D Dr Werner Tietz unveiled the teams show car, accompanied by Alejandro Agag, founder and CEO of Extreme E, and Hans-Jürgen, managing partner of ABT Sportsline. CUPRA e-ambassador, Rally Cross and DTM Champion Mattias Ekström will be one of the team drivers for the first season of Extreme E-Racing.

CUPRA also celebrated opening of its new garage in Hamburg, Germany.

Germany is the largest market for CUPRA as they sold around 10,000 cars last year and were again back to double digit growth, this has also pushed CUPRA ahead into being a global brand, as explained by Wayne Griffiths.

The CUPRA Garage in Hamburg is also the second exclusive brand representation worldwide, located on the outskirts of the city it is a 340 square meter facility which is divided into a showroom which can exhibit 5 cars, And an after sales workshop. The New-Garage is staffed by team of two CUPRA masters and a sales manager and are equipped with latest digital tech like a Virtual Reality area where customers can experience new CUPRA models, The store also has a racing area with its own selection of racing products and lifestyle accessories and also has setup a direct access to the adjacent street to facilitate Test-Drives and Deliveries of new cars.

Also during the event for the launch of new garage and the new E-Racing venture, Dr Werner Tietz praised this agreement and said:”CUPRA Challenger attitude in the racing world and its ambition to explore new motorsport experiences. For this reason, the decision to become the first automotive manufacturer to participate in the competition and reinforce our cooperation with ABT is shared vision of reinventing the world of high- performance cars through electrification”.

There has also been a quite some time to ABT Sportsline and CUPRA’s cooperation now it started off in 2018 and has been quite a harmonious relation till and that trust would be the reason of going into this E-Racing venture together time will only tell how profitable this partnership was.

This New Venture has produced the Odyssey 21 E-SUV.

“We love innovation, competition, e-mobility and the feeling of being a pioneer in something completely new. With CUPRA we now have a partner at our side who, like us, firmly believes in the revolutionary concept of Extreme E, both in terms of sport and in terms of off track marketing”, said ABT managing partner Hans-Jürgen Abt.

Inaugural Season of Extreme E-Racing is all set to start in 2021 and it will be staged at 5 different terrains: Arctic, Desert, Rainforest, Glacier and Ocean which have been damaged due to climate change, The main motive for this race is to promote electrification of cars, Sustainability and Equality.

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