Being a niche, sporty brand, it’s perhaps surprising Cupra has yet to offer a sports car.
That could change, with CEO Wayne Griffiths leaving the door open for such a model for the young Volkswagen Group brand.
“If we had to do new models on top of the range that we’ve got, those new models either have to allow us access into real global markets, such as the US or do something very, very special for our brand,” said Mr Griffiths.
“And so if we were to do different cars, it would be cars that are in line with our brand and our brand DNA. And therefore we’re talking if additional cars or new models I would bet on a sports car, for instance.
“So sorry, I can’t do a ute but there may be at some point in the future the chance of a nice sports car from Cupra.”
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Cupra Leon
If approved, this would give Cupra one of the few sports cars in the Volkswagen Group stable. The Volkswagen, SEAT and Skoda brands have none, for example, while Audi is ending production of its TT.
It would also give the sporty brand a halo model.
Given Cupra has already confirmed its last new combustion-powered vehicle launch will be that of the Terramar in 2024 and has committed to going EV-only by 2030, any sports car it launches would almost certainly be an electric vehicle.
If Cupra launches a sports car, it would also likely be pitched below the upcoming electric Porsche 718 successor within the Volkswagen Group, with Mr Griffiths making clear Cupra is not a premium or luxury brand.
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Tavascan, Terramar and UrbanRebel concepts
“We have plenty of brands in the Volkswagen Group that do luxury and premium cars. We’re not about luxury, or premium, or big,” said Mr Griffiths.
“And I mean, that’s getting us into a real trap and an overlap with other brands that we don’t need.”
Cupra has been busily expanding its model line-up since being spun off from the SEAT brand in 2018. The recently introduced Born electric hatch joined the combustion-powered Ateca, Formentor and Leon, while the next couple of years will bring the electric Tavascan and petrol and plug-in hybrid Terramar crossovers.
The brand will also introduce a production version of the UrbanRebel concept.
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Cupra Formentor, Ateca and Leon
It has also indicated there’s room above the Volkswagen Tiguan-sized Terramar for a larger SUV should it launch in the US market, something it has already been conducting market research for.
Cupra sold a record 152,900 vehicles globally in 2022, with 1111 of those sales in Australia. It’s targeting 500,000 annual sales globally by 2025, and 7000 sales in Australia by the same year.
It took Skoda more than a decade to sell 7000 cars in a year Down Under, but the ambitious Cupra brand wants to do it in three.
