BREAKING: Cupra reveals ‘rebellious’ Terramar SUV in Barcelona
The Spanish brand has thrown a lavish event to celebrate the launch of its new model, a performance SUV that it says is an example of “design following emotion”
Cupra took to the IMAX theatre in Barcelona today to reveal its new SUV, the Terramar. Hosted during the historic Americas Cup boat race, there was plenty of narrative building, emphasising Cupra’s connection with racing and never being second. Indeed, CEO Wayne Griffiths even commissioned a short film called “there’s no second” as part of the car’s promotion.
So, what of the car? Revealed in a limited edition launch trim, it carries the distinctive grey matte paint with copper accents and dark wheels – suitably moody and a look we have come to expect from Cupra. It is described as a sporty SUV and is a refreshingly accurate description with an upright, imposing front end, high fenders and a fast roofline that slopes slightly to the rear.
“The front end is determined and bold,” says head of design Jorge Diez, “while the sharp side treatment of the bumper is almost evil. It has a sporty side profile with muscular surfacing, high wheel arches and what we call a “rocker wave” that gives unique personality.” Toward the rear of the car, a floating C-pillar was inspired by the look of racing boats seen in the Americas Cup.
Triangular motifs are central to the design, most obvious in the head and tail lights but also carried through into the interior. The seats, instrument panel and dials all have a triangle of some degree, while the asymmetric centre console has been designed to envelop the driver. We are told it features a ”faster, new and improved” infotainment system, coupled with a 10.25-inch digital cockpit for “simple, clear information.”
Diez was suitably enthusiastic about the project, saying that the team had fought for this to be pushed through into production. But by all accounts, we imagine they were pushing at an open door – the motto of the brand is to be rebellious, after all. Although this is a striking looking thing and arguably one of the more handsome SUVs of late, it is difficult to argue that launching a hybrid SUV – one of the best selling powertrains in the best selling segment – is a rebellious move.
Indeed, this is not an electric car and will even be offered with dedicated ICE powertrains “for the petrolheads within our tribe,” noted Griffiths. Power options will range from 275hp with the latest PHEV powertrain (offering around 100km of all-electric range) and 265 with the standard ICE.
It also illustrates how the Cupra brand is making the most of its link to the Volkswagen Group. “Our coleagues from Audi have played a very important role in the terrarmar project,” noted Griffiths. More specifically, the Terramar will be built by Audi at its Gyor factory in Hungary; the attendance of Audi’s CEO and other board members in Barcelona seemed to underline the positive relationship between the two sibling companies.
Orders for the Terramar are open now at a retail price of €43,000 in Germany, with deliveries starting in November. The Americas Cup limited edition at launch will be limited to 1337 units. We are reporting live so expect further interviews and coverage to come.