The next Cupras will be different from all the others

CEO Wayne Griffiths reveals the brand's future plans, from the arrival of 'provocative bodies' to details of the plan for the US

Photo by: Cupra

By: Alberto Carmone

Dec 17, 2024 at 4:30am ET

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In less than six years since its creation, Cupra has become one of the most recognisable brands on the European market. A winning image strategy from the brand in the orbit of the Volkswagen Group, which now has five models in its range, including the Formentor, one of the best-selling crossovers in Europe.

In the near future, the Spanish manufacturer aims to consolidate its position on the market by continuing to focus on distinctiveness. This is stated directly by CEO Wayne Griffiths, who in an interview with Autocar anticipated some of the elements that will characterise the next models.

First indications

The Spanish brand's number one admitted that the company has decided to offer mainly SUVs and crossovers so far 'because that is what customers are looking for'. At the same time, Griffiths emphasises that 'if you want to make Cupra really cool and unique, then you need to produce models that don't fit into any segment'.

The CEO goes on to say that we will see 'provocative' bodies and that we will probably get our first glimpse during 2025. These cars will be based on the Volkswagen Group's new SSP platform, which can accommodate various types of models, from city cars to sports cars.

Cupra DarkRebel Concept

The focus will, however, remain on cars capable of conquering the market. Bold as they may be in design, therefore, the next Cupras will have technical features and a driving experience that will appeal to all enthusiasts. However, Griffiths makes no secret of his ambition to come up with 'crazy ideas', such as a production version of the DarkRebel concept or some sort of off-road buggy, although these cars are not a priority at the moment.

From 'super' Terramar to landing in the US

Meanwhile, Cupra's CEO has confirmed that a high-performance variant of the Terramar with over 300 PS is on the way. It could use the 333 PS 2.0-litre TSI from the Formentor and Leon, although Autocar doesn't rule out the adoption of a plug-in hybrid powertrain based on the Audi-sourced 2.5-litre five-cylinder, should this engine be upgraded to meet Euro 7 regulations.

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Speaking of plug-in hybrids, Griffiths points out that the next generation will also be available with all-wheel drive.

Cupra Terramar: a top-of-the-range sports version is on the way

Photos by: Cupra

In the meantime, the company continues to work on its landing in the US market, where Cupra will debut with a range of electric and plug-in hybrid models. There is no exact date for the start of sales yet, but it is likely that American motorists will also be able to buy cars like the Formentor and Terramar, as well as a large SUV designed specifically for the US.