CUPRA opens the doors of its new headquarters with the debut of the first CUPRA Leon

CUPRA opens the doors of its new headquarters with the debut of the first CUPRA Leon

The brand invests 5.3 million euros in its new facilities

  • The brand announces a product offensive and plans to reach one billion euros of SEAT’s total turnover when its full range is available
  • CUPRA Racing presents two racecars and confirms its participation in the PURE ETCR
  • The series version of the CUPRA Formentor will be presented at the next Geneva Motor Show
  • The inauguration of the CUPRA Garage gathers the CUPRA Tribe, including the new ambassador Marc ter Stegen, Mattias Ekström and Fernando Belasteguín

Coinciding with its second anniversary, CUPRA has inaugurated the brand’s new headquarters, the CUPRA Garage, located next door to SEAT’s own corporate headquarters. During the inauguration event, for the first time and on a global scale, the car brand presented the range of the first CUPRA Leon, including new racing cars, and is beginning its journey towards electrification with its first hybrid model.

After closing 2019 with a 71.8% growth over the previous year and nearly 24,700 units sold, CUPRA kicked off 2020 with a full schedule of novelties. In addition to opening the doors of its new home, a 2,400 square metre eco-efficient building whose design evokes a racing paddock, the brand is remodelling its racing car workshop, the CUPRA Racing Factory. CUPRA has invested 5.3 million euros in its new facilities, which feature enough room for a staff of 200 employees.

“The decision to establish CUPRA as an independent brand two years ago could not have worked out better, because in this short time it has become our most profitable business unit. CUPRA gives SEAT the opportunity to produce more profitable models and reach new customers, and the two brands together give us the resources and operational base to continue growing. We have now decided to strengthen the brand by building its own corporate headquarters”, said Carsten Isensee, SEAT Acting President and Executive Vice-president of Finance and IT, at the press conference to launch the CUPRA Leon.

 

#2020: a key year

This year, CUPRA is intent on demonstrating its capabilities in the automotive market by broadening its range and expanding internationally. In addition to the success of the CUPRA Ateca, the brand is going to strengthen its product portfolio with the first CUPRA Leon, in its hatchback and break versions, and with the CUPRA Formentor, the first model designed specifically for the brand.

CUPRA CEO and SEAT Executive Vice-president for Sales and Marketing Wayne Griffiths highlighted that “the results achieved in these past two years, with close to 40,000 cars sold, prove the great potential of this brand. CUPRA is growing more than we had expected, and therefore we had to build a home for the CUPRA Tribe and doubled our staff to 200 employees. We are now entering a new phase where we will demonstrate that sportiness can be electrified with the launch of three hybrid cars and we plan to reach one billion euros of SEAT’s total turnover when we will have the full range available”

Griffiths also announced that the production model of the CUPRA Formentor will make its first public appearance at this year’s Geneva Motor Show, and is expected to reach the market in the second half of the year.

 

The first member of the family

CUPRA used the occasion of the official opening of its headquarters to present the new family of the CUPRA Leon, the brand’s best-selling model whose latest generation had posted 44,000 units sold in four years. In order to boost the company, CUPRA presented the hatchback and break versions with a wide range of high-performance engines, from the petrol engine to the plug-in hybrid with three options of 245, 300 and 310 hp.

The CUPRA Leon, set for market launch in the last quarter of the year, is considered the ‘King of Leons’. The first CUPRA Leon with the brand’s logo features design, comfort and the latest technology for car enthusiasts who are open to electrification and looking for driving fun and performance.

 

The origins point the way

CUPRA also unveiled the new version of the CUPRA e-Racer, the world’s first all-electric touring racecar. Brand CEO Wayne Griffiths confirmed CUPRA’s participation in the PURE ETCR electric touring car championship, which is getting underway this year, with Mattias Ekström and Jordi Gené on the starting grid.

The engineers of the brand born from the world of racing have developed a new petrol touring car racer, the CUPRA Leon Competición. Ekström and Gené were tasked with unveiling the vehicle and highlighted its improvements in aerodynamic efficiency and the use of lightweight components developed using 3D printing to improve weight distribution.

In addition, CUPRA also presented the new pilot racing suit and the teamwear collection in cobranding with Sabelt, the global leader of racing cars equipment.

 

The new home of the CUPRA Tribe

The inauguration event of the CUPRA Garage assembled the CUPRA Tribe, which since last week has a new member, F.C. Barcelona goalkeeper Marc ter Stegen. The German international arrived at the wheel of one of the 1,999 units of the CUPRA Ateca Limited Edition and was officially introduced to the guests and the media.

At the opening event, CUPRA lined up an elite team of champions such as the four ambassadors in the world of padel, including Argentina’s Fernando Belasteguín, Pablo Lima, Alejandra Salazar y Ariana Sánchez; the Olympic medallist Saúl Craviotto and touring car racer Mikel Azcona.

 

The CUPRA World expands

In line with its mission to create exclusive, limited product collections that represent the brand’s lifestyle, CUPRA presented a number of prototypes of its new collaborations. The Barcelona-based lighting company Marset developed CHISPA, a portable, rechargeable and cordless lamp designed by Marset for CUPRA. Furthermore, the footwear brand Mikakus presented two prototypes of urban sneakers designed and created for the automotive brand. Moreover, CUPRA showcased an electric, ultralight and foldable bike that was engineered and handcrafted by UNNO, a Barcelona bicycle boutique from Barcelona.

In addition, CUPRA has expanded its line of bags and sunglasses with the Italian workshops TRAKATAN and L.G.R., respectively. The brand aims to cooperate with people and businesses that speak the same design language and share their way of creating experiences.

Contactez-nous
Dirk Steyvers PR & Content Manager SEAT & CUPRA, s.a. D'Ieteren n.v.
Dirk Steyvers PR & Content Manager SEAT & CUPRA, s.a. D'Ieteren n.v.
A propos de SEAT

Press room SEAT Import (Belgique) réservée à l'usage des journalistes.

Copyright: textes et photos libres de droits pour utilisation rédactionnelle - Toute autre utilisation des textes et des photos n'est pas autorisée

SEAT

SEAT est la seule entreprise qui conçoit, met au point, construit et commercialise des voitures en Espagne. Membre du Groupe Volkswagen, la multinationale a son siège social à Martorell (Barcelone), exporte 80 % de ses véhicules et est présente dans 80 pays sur les 5 continents. En 2019, SEAT a vendu 574 100 véhicules, soit le chiffre le plus élevé en 69 ans d’existence.

Le Groupe SEAT emploie plus de 15 000 professionnels et compte trois sites de production (Barcelone, El Prat de Llobregat et Martorell), où elle construit les très populaires Ibiza, Arona et Leon. En outre, l’entreprise fabrique l’Ateca en République tchèque, le Tarraco en Allemagne, l’Alhambra au Portugal et la Mii electric, le premier véhicule 100 % électrique de la marque, en Slovaquie.

La multinationale dispose d’un centre technique, qui fonctionne comme un centre de connaissances. Il regroupe 1 000 ingénieurs, qui sont en charge de l’innovation pour le plus grand investisseur industriel en R&D d’Espagne. SEAT propose déjà la technologie de connectivité la plus récente dans sa gamme de voitures et s’est engagée à poursuivre un processus de numérisation global afin de promouvoir la mobilité du futur.


D'Ieteren s.a. 

Fondé en 1805, le groupe D’Ieteren vise, à travers plusieurs générations familiales, la croissance et la création de valeur en poursuivant une stratégie à long terme pour ses activités et en soutenant leur développement en tant que leader de leur secteur ou dans leurs géographies. Le groupe possède actuellement les activités suivantes :

  • D'Ieteren Auto distribue en Belgique les véhicules de marques Volkswagen, Audi, SEAT, Škoda, Bentley, Lamborghini, Bugatti, Porsche et Yamaha. La société a une part de marché d’environ 22 % et 1,2 million de véhicules en circulation. Le modèle économique de D'Ieteren Auto est en train d'évoluer pour offrir des solutions de mobilité plus fluides, plus accessibles et plus durables afin d'améliorer la vie des citoyens au quotidien. Le chiffre d’affaires et le résultat opérationnel ont atteint respectivement 3,6 milliards d’euros et 119,0 millions d’euros en 2019.
  • Belron (54,85% des droits de vote) a un objectif clair : « faire la différence en s’impliquant avec un soin réel dans la résolution des problèmes des clients ». Leader mondial dans le domaine de la réparation et du remplacement de vitrage de véhicules, Belron opère dans 39 pays par l'intermédiaire d'entreprises détenues à 100 % et de franchises, avec des marques numéro un sur le marché – notamment Carglass®, Safelite® et Autoglass®. De plus, l'entreprise gère les demandes d’indemnisation concernant les vitres de véhicules et autres pour le compte des assureurs. Le chiffre d’affaires et le résultat opérationnel ajusté ont atteint respectivement 4,2 milliards d’euros et 400,5 millions d’euros en 2019.
  • Moleskine (détenu à 100%) est une marque aspirationnelle invitant à l’exploration et l’expression d’un style de vie, qui regroupe toute une famille d'objets iconiques tels que le légendaire carnet Moleskine et des accessoires d’écriture, de voyage et de lecture, à travers une stratégie de distribution multicanal dans plus de 100 pays. Le chiffre d’affaires et le résultat opérationnel ajusté ont atteint respectivement 163,9 millions d’euros et 18,6 millions d’euros en 2019.
  • D’Ieteren Immo gère les intérêts immobiliers du groupe D’Ieteren en Belgique. Elle possède et gère quelque 30 biens immobiliers qui ont généré des revenus locatifs nets de 19,7 millions d’euros en 2019. Elle est également chargée de projets d'investissement et d'étudier la possibilité de rénover certains sites. 

Information relative aux données personnelles et à leurs traitements:  www.dieteren.be/fr/privacypolicy