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CUPRA Launches New Formentor And Leon Models As Martorell Factory Undergoes Electrification
CUPRA has launched the production of its new models, the CUPRA Formentor and CUPRA Leon, showcasing the brand's design focus. These vehicles mark a significant step for SEAT S.A., which is investing over 3 billion euros in electrifying its Martorell plant. The first units will be available by the third quarter of this year.
Wayne Griffiths, CEO of CUPRA, stated, "The new CUPRA Formentor and CUPRA Leon are key models for the future of our Martorell plant and will spearhead the expansion of the brand into global markets." He added that these models would benefit from substantial investments aimed at securing the company's future.
The Martorell factory is undergoing a major transformation to integrate advanced technologies and digital tools. This shift aims to make production more agile, sustainable, and profitable. Markus Haupt, Executive Vice-President for Production and Logistics at CUPRA, highlighted that Martorell is one of Volkswagen Group's largest factories in Europe by production volume.
"We are working to transform and enhance our factory, integrating the most advanced technologies in its manufacturing and structural processes," Haupt said. The factory's transformation includes implementing smart technology and artificial intelligence to boost efficiency.
The start of production for these models affects over 4,000 jobs at Martorell, which employs around 12,000 people. The factory has been pivotal since its inauguration in 1993, producing more than 12 million vehicles across 45 different models exported to over 70 countries.
In 2023, Martorell celebrated its 30th anniversary with a notable production increase of 21%, reaching 443,443 vehicles. The installation of Volkswagen Group’s first fully electric paint drying oven was also completed recently.
Future Prospects
SEAT S.A.'s goal is to turn Spain into a hub for electric mobility in Europe. By late 2025, the fully electric CUPRA Raval will be produced at Martorell. Additionally, the Volkswagen ID 2.all will also roll off the production line soon after.
This summer will see the relocation of SEAT Ibiza and SEAT Arona production to another assembly line within Martorell to prepare for new electric vehicle lines. This move is part of a broader strategy to enhance industrial capabilities while maintaining cultural integrity within the company.
CUPRA’s Global Expansion
Since its launch in 2018, CUPRA has grown rapidly across Europe with a network of specialised sales points. The brand combines emotion with electrification and performance. In 2023 alone, it delivered over 230,000 vehicles globally.
CUPRA’s model lineup includes unique offerings like the CUPRA Ateca and their first fully electric vehicle, the CUPRA Born. Each model launch has helped define CUPRA’s distinct character through innovative design.
Collaborations and Sponsorships
CUPRA partners with FC Barcelona as their official automotive and mobility partner. They also sponsor the World Padel Tour and eSports Club Finetwork KOI. Additionally, they participate in Formula E racing competitions.
The brand's ambassadors include notable figures such as film director J.A. Bayona, Formula E driver Lucas Di Grassi, street artist TvBoy, Olympic gold medalists Adam Peaty and Saul Craviotto, goalkeeper Marc ter Stegen, and footballer Alexia Putellas.
The ongoing transformation at SEAT S.A.’s Martorell plant underscores their commitment to innovation while preparing for an electrified future. This strategic shift not only enhances their industrial capabilities but also aligns with their vision of making Spain a central hub for electric mobility in Europe.
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