- CEO Wayne Griffiths would love the Dark Rebel concept to spawn a production model but it’s not a priority.
- Cupra has sold more than 750,000 vehicles globally since its formation six years ago.
- The striking styling makes the brand’s existing models stand out from other VW Group products.
Cupra has revealed it’s working on a series of mold-breaking next-generation vehicles that’ll be quite a bit different than what it currently produces. If current plans fall into place, the first of these new models will be shown to the world next year.
According to Seat and Cupra chief executive Wayne Griffiths, current market demands explain Cupra’s current focus on SUVs and crossovers. Thanks to their aggressive shapes and sharp lines, the Spanish brand’s models already stand out from most of the competition and Griffiths is determined to continue making vehicles that are “emotional” and “differentiated” from the VW products it shares its platforms with.
Read: VW Group’s Cupra Talking To Penske About 2030 US Launch With ICE, EVs
“We’ve deliberately gone SUV and crossover, because that’s where the market is and that’s what customers are looking for,” he told Autocar in a recent interview. “If you want to make Cupra cool and make it iconic, then you need to start making iconic cars that perhaps don’t fit in any segment. We are working on other cars that break the classic segments between saloons, estate cars and SUVs. Things will emerge and we’ll see different opportunities. We are working on some very provocative bodystyles as well. Hopefully, we can show you one next year.”
One exciting project that Griffiths has is a “kind of off-road-style buggy car.” According to Cupra’s boss, this model would be all-electric and could work both as an off-roader and in the city. “I think it would be a real game-changer, very emotional,” he added. Unfortunately, Griffiths didn’t confirm if this model will indeed reach the production line.
A road-going version of the striking Dark Rebel concept is also not a priority for the brand. According to Griffiths, Cupra has to “take real care that every investment we make has a payoff, because without the payoff, we can’t do it.”
Cupra’s growth
While it’s only been six years since Seat launched Cupra as a standalone brand, it has enjoyed plenty of success. Through the first nine months of this year, it delivered 179,100 vehicles globally, a 5.3% increase compared to January-September 2023. It’s now delivered more than 750,000 vehicles since its inception.
Cupra is also gearing up to launch in the United States. While this won’t happen until the end of the decade, it will likely arrive locally with at least two electric crossovers, although Griffiths noted the brand is still evaluating the best models to sell there. According to him, Cupra can’t just take European cars and try to sell them in the US. Instead, “you need to make sure that the cars are also going to be accepted in the US.”
