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CUPRA Debuts Sporty Terramar SUV With EHybrid Tech At America’s Cup
The new sporty SUV, CUPRA Terramar, marks a significant step for the brand, targeting new customers and expanding into growing segments while maintaining its rebellious spirit. The vehicle features a bold design and will offer various powertrains, including a plug-in hybrid with 272PS (200kW) and over 70 miles of electric range.
Wayne Griffiths, CEO of CUPRA, stated, "With the CUPRA Terramar, we will not only grow our portfolio of products but at the same time help our brand to ‘grow-up’ by bringing CUPRA upmarket, to new customers and new growing segments, without, however, losing our rebellious and challenger spirit."
CUPRA has partnered with America’s Cup under the motto ‘There is no second’ and introduced the limited edition "Terramar America’s Cup." This collaboration also includes the launch of the 100% electric boat E23 Terramar with De Antonio Yachts and a new capsule collection representing the sailing spirit of the Louis Vuitton 37th America’s Cup.
The presentation of the CUPRA Terramar took place during the Louis Vuitton 37th America’s Cup in Barcelona. The event was held at the America's Cup Experience in the historic IMAX building. This venue offers visitors an immersive experience into the world’s oldest sports competition.
The CUPRA Terramar showcases a bold design language with sporty proportions. The front features a performance-oriented lower grille, while sweeping lines enhance its dynamic look. The rear design includes wide proportions with an illuminated logo between rear lights. Nine exterior colours are available, including Century Bronze Matt and Enceladus Grey Matt.
Inside, the vehicle offers a driver-focused cockpit with sustainable materials like SEAQUAL® YARN and Dinamica. Digitalisation is central to its design, featuring a newly designed HMI in the digital cockpit and a 12.9" infotainment system. A high-fidelity 12-speaker sound system by Sennheiser is also integrated.
Performance Specifications
The CUPRA Terramar combines combustion and electrification with five powertrains: TSI (petrol), eTSI (mild hybrid), and e-HYBRID engines delivering from 150PS to 272PS. It includes standard sport suspension, progressive steering, adaptive chassis control, and Akebono brakes for enhanced driving dynamics.
Designed in Barcelona and produced at Audi’s Györ plant in Hungary, deliveries will begin in late 2024. The strategic alliance between CUPRA and America’s Cup was highlighted by Grant Dalton, CEO of America’s Cup, who joined Wayne Griffiths at the event to emphasise their shared values of innovation and performance.
Global Campaign Launch
The global campaign for CUPRA Terramar was created in collaboration with film director J.A. Bayona. He explained his creative process focused on competitive spirit and self-improvement. Bayona highlighted shared values with CUPRA: defying expectations and creating emotions through challenging stories.
CUPRA continues to challenge norms with collaborations like the E23 Terramar yacht inspired by its design elements. Additionally, a new Capsule Collection reflecting the sailing spirit of America’s Cup is available during the competition at race villages and IMAX events.
Brand Growth
Since its launch in 2018, CUPRA has delivered around 700,000 cars globally. In 2023 alone, it delivered over 230,000 vehicles. Each model launch has defined its character further: from the unique CUPRA Ateca to its first fully electric vehicle, CUPRA Born.
CUPRA is also involved in various sponsorships including FC Barcelona's automotive partner and World Padel Tour's premium sponsor. Its ambassadors include notable figures like film director J.A. Bayona and footballer Alexia Putellas.
The unveiling of CUPRA Terramar signifies a new era for the brand as it moves upmarket while retaining its core identity of rebellion and authenticity.
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