Who we are:

CUPRA is the unconventional challenger brand that brings together emotion, electrification, and performance to inspire the world from Barcelona. Launched in 2018, CUPRA has its corporate headquarters and CUPRA Racing division in Martorell (Barcelona), in addition to a global network of specialised points of sale, including flagship CUPRA Garages.

What's our mission?

As the latest and youngest brand in Volkswagen Group, our strategy is based on doing things ‘Another Way’ – so we focus on the attitude that sits behind the brand: delivering a differentiating proposition for those that want to go against the crowd - challenging conventions, agile and entrepreneurial by nature, straightforward and focused on building a sustainable and profitable UK business.

CUPRA proves that electrification and sportiness are a perfect match. Each successive launch of a model has marked a new milestone in defining the brand’s character, with a challenging and original design: the CUPRA Ateca, a unique model in its segment; the CUPRA Leon, our first electrified model with a plug-in hybrid engine; the CUPRA Formentor, the first model to be developed exclusively by the brand and our best-selling vehicle to date; and the CUPRA Born, our first 100% battery electric vehicle.

Our focus on electrification of our range continues with the upcoming launches of the CUPRA Tavascan SUV, followed by the CUPRA Raval small car and CUPRA Terramar PHEV SUV. Our mission is to continue to build the CUPRA brand in the UK, and to truly be the ‘impulse for the next generation’.