The rise of CUPRA: Meet the Spanish brand challenging the norm

Once a sporty SEAT, now a brand in their own right.

There was a time where CUPRA were simply known as sporty SEAT models.

But now? They’re a beloved brand known for their eye-catching and sporty design.

From hybrids to fully-electric variants, they’ve got something for everyone and have exploded in popularity in the past few years.

Who are CUPRA?

CUPRA were previously the performance-based subsidiary for SEAT. Former SEAT models like the CUPRA Ibiza or the CUPRA Leon were fan favourites.

Back in 2018, they became an independent brand.

Despite the change in direction, the passion for performance remains the same. In fact, that 'passion for performance' is the very tagline that defines them.

As a brand, CUPRA aim to develop a lifestyle that builds on their sporty underpinnings. By innovating their design, they aim to offer an alternative route for those looking to stand out from the crowd.

Just look at their name – a fusion of ‘Cup’ and ‘Racing’. This explains all you really need to know about them as a company.

What cars are CUPRA producing? 

CUPRA don’t have the largest line-up, with four of their own models:

• CUPRA Tavascan
• CUPRA Terramar
• CUPRA Born
• CUPRA Formentor

Both the Born and Tavascan are fully electric models, with the Terramar and Formentor coming as electric-hybrid models.

They still offer their SEAT performance models with the:

• CUPRA Leon
• CUPRA Ateca

The Leon comes as a 5dr or Estate and is an electric-hybrid, whereas the Ateca is a SUV which comes as a petrol model.

However, their latest models like the Formentor, Born, Tavascan, and Terramar are perhaps the most sought-after.

First launched in late 2020, the Formentor signified a landmark moment for CUPRA, as their first ever standalone car following the move away from SEAT.

Through both its name and design, it pays homage to their Catalonian heritage. It was inspired by the idyllic Cape Formentor on the island of Mallorca. It was here where CUPRA filmed the Formentor’s TV advert that featured Game of Thrones star Nathalie Emmanuel.

Elsewhere, the CUPRA Born is the company’s first fully dedicated electric vehicle, based on the Volkswagen ID.3.

CUPRA hope to attract a new wave of younger drivers and thanks to its sports styling, the Born promises to be your new favourite hot hatch.

With a claimed WLTP Comb range of up to 335 miles, this is a devilishly good-looking car that looks like it belongs as much on the track as it does on the road with 228hp.

In its profile, you can see the resemblance to the ID.3, but the Born looks incredibly sporty and aggressive. Copper detailing across the front grille and wheel inserts bring out the best of the Born’s sleek and bold design.

What’s to come from CUPRA? 

CUPRA have wasted no time in making a name for themselves following their move away from SEAT.

Living up to the sports performance beliefs that define them, CUPRA are also heavily involved in Extreme E. They’re currently the main partner of the ABT Sportsline team, who have brand ambassador Mattias Ekstrom driving for them.

Meanwhile, they’re also working with big names like FC Barcelona and Valentino Rossi, among many others.

With big plans for the future and a desire to offer a lifestyle that goes beyond driving, it’ll be exciting to see how the CUPRA lineup develops in the years to come. Especially with the 2030 petrol and diesel ban looming ahead of us.