CUPRA Born: The Renowned Electric “Hot Hatch” is Confirmed

CUPRA is celebrating these days, as the Spanish brand celebrates its three years of existence as an independent entity within SEAT, its parent company. The firm is currently trying to gain traction within the Volkswagen Group as a manufacturer of electrified high-performance vehicles: although it already has several plug-in hybrids (León, Formentor ) short term, it will launch the Born, its first 100% electric model.

This vehicle was presented in 2019 as SEAT el-Born, although the Spanish company decided last year, it would finally only be sold with the logos of its new sports brand and was renamed CUPRA el-Born. This terminology has been simplified, becoming CUPRA Born, a name that nevertheless continues to pay tribute to the Barcelona neighborhood of El Born.

“The CUPRA Born will change the rules of the game in the electricity market with its striking design and instant performance. This vehicle will help reduce global carbon dioxide emissions and meet European targets. With this car, we intend to contribute to Spain’s electrification and the world through its emotional sportsmanship, and we want the next generation of young people to be part of this transformation. That is why this vehicle will also be offered under subscription contracts, with a monthly fee that will include the use of the vehicle and other related services”, states Wayne Griffiths, SEAT’s chief executive officer.

The launch of Born will also bring with it the implementation of a new distribution strategy: from now on, CUPRA will follow an agency model, reinforcing the online presence of its dealer network and increasing its visibility by opening City Garage Stores in the center of cities like Munich.

The start of production of the CUPRA Born will take place at the Zwickau plant (Germany) and is scheduled for the second half of 2021. The company is already working on its second production electric car: the Tavascan. An SUV derived from the Volkswagen ID. 4 that will likely hit the streets in 2024.

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