CUPRA Australia
The Power of Obsession
At CUPRA, we are driven by a relentless obsession—a deep-rooted passion that fuels every decision, every design, and every moment on the road. Our journey began with a vision to defy convention, an ambition to create something truly unique in the automotive world. CUPRA is where performance meets sophisticated Spanish design, and where cutting-edge technology blends seamlessly with pure driving emotion.
Born from Motorsport Excellence
CUPRA’s origins are deeply entwined with motorsport, a legacy that continues to define our identity today. Initially, CUPRA was a type designation reserved for the most powerful and sporty SEAT models. The first car to bear the CUPRA name was the SEAT Ibiza GTi CUPRA Sport 16V, unveiled in 1996 to celebrate SEAT Sport’s victory in the World Rally Championship. This car embodied the essence of CUPRA—Cup Racing—a perfect blend of competition and performance that remains at the heart of our brand.
Over the years, the CUPRA name became synonymous with rallying success and the pinnacle of performance within SEAT’s lineup. Models like the CUPRA Leon and CUPRA Ateca carried forward this racing DNA, cementing CUPRA’s reputation for delivering exhilarating driving experiences.
A Brand For A New Generation
In 2018, CUPRA evolved from a type designation into an independent brand with its own identity, logo, and designs. This transformation marked the beginning of a new chapter, where our racing heritage and innovative spirit converged to create vehicles that challenge the status quo. The first fully independent model, the CUPRA Formentor, was launched in 2021. Named after the stunning Formentor peninsula on the Spanish island of Mallorca, this dynamic, sculptural SUV coupé continues to redefine what a high-performance vehicle can be.
CUPRA’s commitment to innovation is not just about performance—it’s about creating a new category in the automotive world. Positioned within the Volkswagen Group, CUPRA’s models are sophisticated, with sharp styling inspired by motorsport and exhilarating performance. Explore our current range to discover our unique offerings.
CUPRA’s Arrival in Australia: A New Frontier
2022 marked a significant milestone for the brand with the brand officially launching in Australia. This expansion brought CUPRA’s unique blend of performance and design to a new audience, eager for something different in the automotive landscape. The Australian market has embraced CUPRA’s models, with the Formentor, Born, Leon, Ateca and Tavascan leading the charge. Read more about the launch here.
A Legacy of Innovation and Racing Dominance
When you say CUPRA, you say racing. Our roots in motorsport are more than just history—they are the foundation of our brand’s DNA. From our earliest victories in the World Rally Championship to our dominance in the World Touring Car Championship (WTCC) with the SEAT Leon CUPRA Tdi, our commitment to excellence on the track is unwavering.
Today, CUPRA remains a force in motorsport, competing in pioneering electric racing series.
Electrification
CUPRA Born
CUPRA’s commitment to innovation is evident in every model we create, but the CUPRA Born takes this to a whole new level. Launched in Australia in 2023, the Born is our first fully electric vehicle, and it’s anything but typical. Named after the lively El Born neighbourhood in Barcelona, the CUPRA Born is as surprising and dynamic as the district that inspired it.
What sets the CUPRA Born apart is how it defies expectations of what an electric vehicle can be. From the moment you get behind the wheel, the Born delivers an engaging driving experience that’s both thrilling and unexpected. It’s not just an electric car—it’s a revelation in how electric driving should feel. The responsive acceleration, the finely tuned handling, and the sheer pleasure of driving make the Born a standout in its class. It proves that sustainability doesn’t have to come at the cost of excitement, offering a ride that’s both eco-conscious and utterly captivating.
The CUPRA Born challenges the conventions of electric vehicles, making every drive an adventure. It’s a bold statement that electrification can be as exhilarating as it is responsible, embodying CUPRA’s spirit of innovation and passion for performance.
CUPRA Tavascan
In 2024, we are proud to reveal the CUPRA Tavascan, our first fully electric SUV, named after the picturesque village of Tavascan nestled in the Pyrenees. This remote and stunning location, known for its breathtaking natural beauty and rugged landscapes, serves as the perfect inspiration for a vehicle that blends adventure with cutting-edge innovation. Just as the village of Tavascan stands as a gateway to exploration, the CUPRA Tavascan symbolises a new frontier in our electric journey.
The Tavascan is more than just a vehicle; it represents the next chapter in CUPRA’s commitment to sustainability and performance. This model brings together advanced electric technology, bold design, and a deep respect for the environment, offering a driving experience that is both exhilarating and responsible. The name “Tavascan” encapsulates the spirit of exploration and connection to nature, reflecting the SUV’s ability to navigate both urban streets and untamed landscapes with equal prowess. As CUPRA’s Head of Design, Jorge Diez, states, “The Tavascan is a vehicle that mixes sporty proportions with a high level of refinement and sophistication.”
Arriving in Australia by the end of 2024, the CUPRA Tavascan is poised to make a significant impact on the market. Its combination of innovative technology, sustainable design, and powerful performance is set to redefine the electric SUV segment. This vehicle is more than just a means of transport; it’s a revolutionary step forward in automotive design and engineering. Read more about the Tavascan Design process and register your interest here.
Obsession as Our Driving Force
At the heart of CUPRA lies a singular obsession—to create an electrifying driving experience.
This obsession is our guiding principle, influencing every aspect of our brand, from design and engineering to the way we engage with our tribe. It’s the reason why every CUPRA vehicle combines the latest in automotive technology with a timeless design ethos.
Explore the Australia CUPRA range that carries forward this racing DNA, where you’ll find vehicles designed for those who demand a unique blend of power, design, and sustainability.
Looking to the Future
As we look to the future, our commitment to innovation and our obsession with driving perfection remain unwavering.
In the coming years, CUPRA is set to expand its lineup with exciting new models that continue to push the boundaries of automotive design and technology. Following the launch of the CUPRA Tavascan, our first fully electric SUV, we are gearing up to introduce two groundbreaking vehicles that embody our forward-thinking vision: the CUPRA Terramar.
Stay updated on our future models and discover how CUPRA is leading the charge in electric and hybrid performance, offering adrenaline-boosting experiences for the modern driver, Join the CUPRA Tribe here.
CUPRA Terramar
The CUPRA Terramar, whose name translates to “land and sea” in Spanish, is more than just a model; it’s a tribute to the brand’s origins. Named after the Terramar district in Sitges, Spain—a place deeply connected to CUPRA’s heritage—this area is where CUPRA first began its journey of blending performance and innovation. The Terramar district, known for its historical racetrack and its picturesque coastal landscape, embodies the perfect blend of adventure and sophistication, much like the SUV that bears its name.
As CUPRA’s first full-size Medium SUV, the Terramar symbolizes the brand’s commitment to bridging the gap between tradition and the future. This model is designed to conquer both urban environments and natural landscapes, delivering a driving experience that is both exhilarating and versatile. The name “Terramar" reflects this duality, capturing the essence of exploration, whether on land or along the coast, and emphasizing CUPRA’s dedication to crafting vehicles that are as capable as they are stylish.
Expected in Australia in 2025 with Petrol and Plug-in Hybrid variants.
±Overseas model shown. Local specifications may vary.
CUPRA Raval
The CUPRA Raval, previously known as the UrbanRebel, represents CUPRA’s bold venture into the realm of fully electric city cars. This model draws its name from the vibrant and eclectic Raval neighborhood in Barcelona, a district renowned for its rich cultural diversity, artistic flair, and dynamic energy. Just as the Raval neighborhood is a melting pot of creativity and innovation, the CUPRA Raval embodies these qualities, capturing the essence of urban mobility with a modern twist.
The Raval is more than just a car; it’s a statement of CUPRA’s commitment to redefining urban transportation. This model brings CUPRA’s signature blend of performance, style, and sustainability to the heart of the city, offering an electrifying driving experience that is both exhilarating and responsible. The name “Raval” reflects the car’s urban roots and its mission to revolutionize city driving, making it a perfect match for the energetic pace and diverse landscape of urban life. With the CUPRA Raval, the future of city cars is not just about getting from point A to point B—it’s about doing so with flair, innovation, and a deep respect for the environment.
CUPRA Formentor, Leon, Sportstourer, and CUPRA Born VZ
Looking beyond these upcoming models, CUPRA continues to refine and enhance our existing lineup with new iterations of the current range and special editions. The latest updates to the CUPRA Formentor and Leon are expected to arrive in Australia in 2025 and will introduce advanced technology, sharper design elements, and performance enhancements that reinforce CUPRA’s reputation for delivering thrilling driving experiences.
The CUPRA Born VZ is also expected to arrive in 2025, as a high-performance variant of our first fully electric model, showcasing our commitment to combining electrification with the adrenaline-pumping performance CUPRA is known for.
CUPRA DarkRebel: A Glimpse into the Future
Further showcasing our dedication to innovation and creativity is the CUPRA DarkRebel, a concept car that pushes the boundaries of design and technology. This avant-garde model represents the ultimate expression of CUPRA’s rebellious spirit, blending cutting-edge aesthetics with futuristic performance capabilities. The DarkRebel is more than just a concept; it’s a statement of where CUPRA is headed as we continue to challenge the conventions of the automotive industry.
As we continue to evolve and innovate, CUPRA remains deeply rooted in our design heritage and our Spanish origins. Every vehicle we create is a reflection of our relentless obsession with craftsmanship, individuality, and performance. Our dedication to these principles ensures that CUPRA vehicles are not just modes of transport but bold expressions of identity, infused with the spirit of Barcelona—a city that inspires us to push boundaries and challenge conventions.
