The young Spanish brand of the Volkswagen group has just presented its new model, the Terramar. A first electrified SUV for Cupra, but not 100% electric, which should embody a new stage in its development.
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 see its sales grow, with financial results that follow this good commercial form.
A successful debut for the former sports brand of Seat, which became a brand in its own right in 2018 with an original positioning that can be described as a refreshed premium, seeking in particular to attract a younger clientele through a very modern communication strategy.
To continue this good momentum, Cupra has just unveiled a new model, the Terramar. The third launch in a few months, after its first 100% electric SUV, the Tavascan, and a restyled version of the Formentor crossover. Exclusive models for this brand that started with variations of popular Seat cars such as the Leon compact sedan.
A more family-friendly and hybrid model
This Terramar, which uses the MQB Evo platform of the Volkswagen Tiguan, will be produced at the Audi plant in Gryor, Hungary. A site that currently assembles the different variants of the Q3 of the brand with the rings.
Small surprise: no 100% electric version, but an offer focused on hybrid in France. An engine that currently represents more than 40% of new car registrations.
“It’s a transitional model to support customers who don’t yet want to go 100% electric,” sums up Cécilia Taiëb, communications director at Cupra.
The Terramar fills a significant gap in the current range. The Cupra Ateca, a simple adaptation of the Seat model, did not until now offer hybrid engines.
On the program, a light hybridization with a 1.5-liter 150 horsepower gasoline 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 kilometers and up to 272 horsepower, 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 keep this start-up spirit, but offering an SUV like the Terramar also means responding to another audience: for example a couple, with children, but who still want to keep a rebellious side”, explains Cécilia Taiëb, emphasizing the desire to “break with the status quo and change the world of cars a little”.
Growth relay for the Volkswagen Group
An interesting figure highlighted during the presentation of this new model in Cupra’s homeland, 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 rather to be a weapon against other brands that are emerging,” emphasizes the communications director of Cupra.
The offensive of Tesla or Chinese brands indeed represents a threat to traditional players who are still well established. Cupra is thus seeking to breathe new life into its product plan as well as the way of selling cars in our time, while relying on the industrial tool 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.
Next step for Cupra, a new 100% electric model that wants to break the codes of city cars with the Raval, inspired by the concept with the predestined name of UrbanRebel. Its presentation is scheduled for next year.
Despite this one-off detour towards hybrid, Cupra is indeed maintaining its vision of a 100% electric future, with a completely zero-emission range before the end of the decade in Europe. This Terramar is thus officially presented as its last model with a thermal offer.
Except, perhaps, for its other major upcoming goal: launching on the American market. A new frontier for the young brand, which is currently working on this highly anticipated offensive, which should enable it to reach its goal of 500,000 sales per year.
Julien Bonnet, in Barcelona
