Cupra left us wanting days before the Munich Motor Show . It released the first images of what was to be its protagonist in the first massive motor event since the appearance of covid-19. That simple photo aroused the interest of the sector, who had to wait to see the Cupra UrbanRebel Concept live and direct. The reason was justified, the firm pointed to its first appearance at the time of pre-opening of the new City Garage in the German city . At the same meeting we were able to see CUPRA CEO Wayne Griffiths, who introduced the prototype as the roadmap for the future of the brand. “We have the ambition to become a fully electric brand in 2030. We are launching the CUPRA Born this year and the CUPRA Tavascan will arrive in 2024, ” certified Griffiths.
The Cupra UrbanRebel is, clearly, a prototype focused on awakening positive feelings towards that path called electrification. As the director himself explains: “The CUPRA UrbanRebel defies convention, adding emotions to the new electric era with a radical interpretation of the company’s urban electric car, which will arrive in 2025.” In this way, they will leave Seat as the firm in charge of leading the hybridization between combustion and electric engines, being the protagonists of this zero emissions transition.
It may seem like a risky strategy, given that Seat has more packaging and years of history. The data, however, support the audacity. Since its launch as an independent brand three years ago, Cupra has experienced a constant sales boom , exploited by the launch of the Formentor, which represents two out of every three registered cars of the firm. They have far exceeded the goal of billing one billion euros in 2021, largely due to the impact in European countries such as Germany, Italy, France, the United Kingdom and, of course, Spain. In addition to the presence in Mexico, Israel and Turkey. But let’s focus the shot on what really mattered in Munich: the launch of the UrbanRebel and the introduction of a new center, called the City Garage in the city. A space in which, as with Casa Seat, architectural style, culture, urban mobility and cars come together .
