Cupra

What started as a badge for SEAT's racing division in 1996 has grown into a distinct global identity under the Volkswagen Group. The brand officially separated from its parent company to stand alone in January 2018, shifting focus from modifying existing models to creating vehicles with their own DNA. Engineers at the Martorell plant near Barcelona work to balance daily usability with the aggressive styling and handling characteristics that fans expect.

The turning point for the marque arrived in September 2020 when they released the Formentor, the first car designed exclusively from the ground up for Cupra rather than adapted from a SEAT model. This success paved the way for full electrification with the 2021 launch of the Cupra Born, proving the team could deliver sporty dynamics without an internal combustion engine. Recent years have seen the lineup expand further with high-performance variants like the Formentor VZ5 and the upcoming Tavascan SUV, while production of the new Cupra Raval began at the Martorell facility in 2026 alongside the Volkswagen ID Polo.

Despite a strong presence in Europe, the path to North America has been complex. While initial plans targeted electric vehicle sales by the end of the decade, delays pushed those dates back, though the company confirmed in 2026 that hybrid SUVs are still in development for the US market. Financial reports suggest the brand is investing heavily in this expansion and new model development, resulting in significant cash burn that management expects to stabilize with the arrival of updated models later in 2026. [edit]