CUPRA opens doors of its new headquarters with the debut of the first CUPRA Leon

Feb 21, 2020   OEM

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.


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, “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 €1 billion ($1.08 billion)  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.


CUPRA used the occasion of the official opening of its headquarters to present the new family of the CUPRA Leon, the brand’s best-selling model whose latest generation had posted 44,000 units sold in four years. In order to boost the company, CUPRA presented the hatchback and Sportstourer versions with a wide range of high-performance engines, from the petrol engine to the plug-in hybrid with three options of 245, 300 and 310 hp.


The CUPRA Leon, set for market launch in the last quarter of the year, is considered the ‘King of Leons’. The first CUPRA Leon with the brand’s logo features design, comfort and the latest technology for car enthusiasts who are open to electrification and looking for driving fun and performance.


CUPRA also unveiled the new version of the CUPRA e-Racer, the world’s first all-electric touring racecar. Brand CEO Wayne Griffiths confirmed CUPRA’s participation in the PURE ETCR electric touring car championship, which is getting underway this year, with Mattias Ekström and Jordi Gené on the starting grid.


The engineers of the brand born from the world of racing have developed a new petrol touring car racer, the CUPRA Leon Competición. Ekström and Gené were tasked with unveiling the vehicle and highlighted its improvements in aerodynamic efficiency and the use of lightweight components developed using 3D printing to improve weight distribution.

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