1,900 kilometres away from Barcelona, CUPRA continues to inspire the world. In Győr, Hungary, the unconventional challenger brand unveiled the new CUPRA Terramar, its first electrified SUV, to 200 employees at the Audi Hungaria factory. Located in one of the country’s most important industrial zones, the plant will produce the new model alongside other Audi models. In an event with CUPRA CEO Wayne Griffiths, Markus Haupt, SEAT S.A. Executive Vice President for Production and Logistics, Alfons Dintner, CEO of Audi Hungaria, Zoltán Les, Board Member of Car Production of Audi Hungaria, and other representatives from Audi Hungaria, the employees got an up-close look at the vehicle, which they will be manufacturing themselves starting in 2024.
Welcome to the CUPRA Tribe. “We’re rebels with a great vision and an unconventional way of thinking, and together we’ll do great things” said Wayne Griffiths before unveiling the CUPRA Terramar. “This model combines emotion, coolness and sportiness with electrification, and pushes us towards the SUV market, one of the fastest growing segments in Europe.” After revealing the car and seeing the amazing reaction of the employees, the CUPRA CEO addressed them directly to welcome them to the Tribe: “Together with you, the Audi Hungaria CUPRA Tribe, we’re going to produce this unique hero, which perfectly reflects CUPRA’s DNA.”
An inspiring future. According to Audi Hungaria CEO Alfons Dintner, the CUPRA Terramar is “an inspiring model, a powerful piece of the future of our vehicle production”. In this respect, Dintner also dedicated a few words to CUPRA, acknowledging “its path to success and its great prospects”, and emphasised the thorough preparation of the plant to produce the CUPRA Terramar: “We’ll be taking it to the streets with the highest quality.”
Teamwork across 1,900 kilometres. The production of the CUPRA Terramar in Győr is “a way of extending the strong relationship between SEAT S.A. and Audi” said Griffiths, as a new example of synergies within the Volkswagen Group. Audi Hungaria already produces the engines for the Formentor VZ5, the five-cylinder version of CUPRA’s best-seller. The Formentor, with more than 80,000 units delivered this year, is manufactured at SEAT Martorell, where the Audi A1 model also comes from.
A new hero for a new era. With a sporty, emotional spirit, the CUPRA Terramar is the brand’s first electrified SUV, designed to stand out in a booming segment in Europe. At 4.5 metres long, it combines bold proportions and striking CUPRA DNA design elements, with a long bonnet and a shark nose that represents the determination to win. Scheduled for release in 2024, the new hero will be available with ICE versions as well as a new generation of plug-in hybrid powertrains offering around 100 kilometres of range in all-electric mode. Taking its name as a tribute to Terramar, Sitges (Spain), where the brand began its journey almost five years ago, this model is part of CUPRA’s electrification strategy for 2025, along with two other electrified vehicles – the UrbanRebel and the CUPRA Tavascan.
