Volkswagen's CUPRA Brand Expands Production Footprint with Terramar SUV

Volkswagen Group's CUPRA brand has taken a significant step forward in its growth strategy by commencing production of the CUPRA Terramar model at the Audi factory in Györ, Hungary. This move not only expands CUPRA's product portfolio but also aligns with the brand's ambition to reach new customer segments within the rapidly expanding SUV market in Europe.

Driving CUPRA's Upmarket Ambitions

Leveraging Synergies Across the Volkswagen Group

The collaboration between the German and Spanish automotive giants, Volkswagen and SEAT, dates back to 2011 with the start of Audi Q3 production at the SEAT factory in Martorell. This partnership has resulted in the manufacture of nearly 800,000 Audi Q3 units and close to 400,000 Audi A1 models since 2018. The decision to produce the CUPRA Terramar at the Audi factory in Györ marks a significant milestone, as it will be the first time a Volkswagen Group sister brand will be manufactured at an Audi facility.

Optimizing Production Processes

Györ, the largest engine plant in the world, employs over 12,000 people and has an annual production volume of more than 170,000 vehicles and 1,600,000 engines. By leveraging the combined expertise of CUPRA and Audi, the companies have successfully integrated and optimized their production processes. This collaboration has enabled CUPRA to enhance its competitiveness and pave the way for future joint ventures that will facilitate the brand's continued growth.

Honoring CUPRA's Roots

The CUPRA Terramar pays homage to the place where the brand was first introduced to the world in 2018: the CUPRA Terramar race circuit in Sitges, Spain. This symbolic connection underscores CUPRA's commitment to its heritage and its desire to maintain its rebellious and challenger spirit as it expands into new market segments.

Diversifying the Product Lineup

The CUPRA Terramar, which was premiered at the America's Cup in Barcelona earlier this year, is available in petrol, mild hybrid, and plug-in hybrid versions. This diverse powertrain lineup reflects CUPRA's efforts to cater to the evolving preferences of its customers, offering a range of options to meet their varying needs and environmental concerns.

Driving CUPRA's Growth Ambitions

CUPRA's CEO, Wayne Griffiths, emphasized the significance of this milestone, stating that the CUPRA Terramar represents an important step forward in the brand's journey. By bringing the CUPRA mindset to new customers and growing segments, the company aims to not only expand its product portfolio but also help the brand "grow-up" without losing its distinctive rebellious and challenger spirit.The production of the CUPRA Terramar at the Audi factory in Györ is a testament to the Volkswagen Group's commitment to leveraging its collective expertise and resources to drive the growth and development of its brands. This strategic move positions CUPRA for continued success as it seeks to capture a larger share of the rapidly expanding SUV market in Europe and beyond.