It is a brand in great shape in a very gloomy automotive environment. Cupra, a Volkswagen Group brand launched just six years ago, continues to make progress in sales and its financial results follow this good commercial form.
A successful debut for the former Seat sports brand, which became its own brand in 2018 with an original positioning that can be described as a dusted-off premium, seeking in particular to attract a younger clientele through a very modern communication strategy.
To continue this good momentum, Cupra has just presented a new model, the Terramar. It is the third launch in just a few months, after its first 100% electric SUV, the Tavascan, and a redesigned version of the Formentor crossover. Exclusive models for this brand that began with versions of popular Seat cars such as the compact Leon sedan.
A more familiar and hybrid model
This Terramar, which takes the MQB Evo platform from the Volkswagen Tiguan, will be produced at Audi’s factory in Gryor, Hungary. A site that currently assembles the different variants of the Q3 from the brand with the rings.
A small surprise: there is no 100% electric version, but rather a hybrid-oriented offer in France. An engine that currently represents more than 40% of new car registrations.
“It is a transition model to support customers who do not yet want to be 100% electric,” summarises Cécilia Taiëb, Cupra’s communications director.
In fact, the Terramar fills an important gap in the current range. The Cupra Ateca, a simple adaptation of the Seat model, did not offer hybrid engines until now.
The range includes a mild hybrid with a 1.5-litre 150-horsepower petrol engine supported by a 48-volt electrical system, with a starting price announced at 47,500 euros in France. Or a new-generation plug-in hybrid engine offering an electric range of at least 100 kilometres and up to 272 horsepower, at just under 60,000 euros.
Another less powerful plug-in hybrid version, with 202 horsepower, will be offered from November at a lower but still unknown price.
Beyond its engines, this model also aims to be more family-friendly. A way of growing with “the Cupra tribe”, the nickname given to the brand’s customers.
“We want to maintain this entrepreneurial spirit, but offering an SUV like the Terramar also means responding to another public: for example, a couple, with children, but who still wants to maintain a rebellious side,” explains Cécilia Taiëb, insisting on the desire to “break with the status quo and change the world a little.”
Growth relay for the Volkswagen Group
An interesting fact highlighted on the occasion of the presentation of this new model at the Cupra complex in Barcelona is that 50% of its customers come from brands other than those of the Volkswagen group, such as VW, Seat or Skoda.
“We are the only brand that was created from scratch by the Volkswagen Group, so we are not here to compete with our own group, but to be a weapon against other brands that are emerging,” stresses the communications director of Cupra.
Indeed, the offensive by Tesla or the Chinese brands represents a threat to traditional players that are still well established. Cupra is thus seeking to breathe new life into both its product plan and the way of selling cars in our time, relying on the industrial tools of the Volkswagen Group.
Enough to give it the means to achieve its ambitions, especially at a time when the German group is showing signs of weakness by mentioning for the first time possible factory closures in its home country.
Cupra’s next step is a new 100% electric model that aims to break the codes of city cars with the Raval, inspired by the concept with the predestined name of UrbanRebel. Its presentation is planned for next year.
Despite this occasional detour into hybrid, Cupra maintains its vision of a 100% electric future, with a totally zero-emissions range before the end of the decade in Europe. This Terramar is officially presented as its last model with a thermal offering.
Except, probably, for its other major future objective, the launch on the American market. A new frontier for the young brand, which is currently working on this long-awaited offensive that should allow it to reach its target of 500,000 sales per year.
Source: BFM TV
