2024 Cupra Tavascan makes public debut at Munich motor show

These design cues – which Cupra hopes will help the brand build on last year’s record 150,000 sales – will shape future models, such as the upcoming Terramar hybrid SUV (the brand’s final ICE car) and UrbanRebel city EV, Cupra confirmed.

“There are so many purely rational electric cars coming to the market. That’s not what Cupra is about,” said boss Wayne Griffiths, likely hinting at the designed-for-purpose Tesla Model Y, which, with more than 30,000 sales in the first three months of 2023 already, is dominating the premium European electric SUV segment in which the Tavascan will compete.

“In 2019, we had a vision to reinvent electrification: we wanted to show the world that electric cars could be fun and sexy, with a great design, while providing unique sportiness. Back then, maybe it was only a dream. Now with the Tavascan, our dream comes true.”

According to Volkswagen Group boss, Thomas Schäfer, investment in Cupra will ramp up – and the Tavascan is expected to play a vital role in the firm’s plans. 

This means we could soon say goodbye to Seat, with Schäfer explaining at the Munich motor show that Cupra had far more earning potential. 

Meanwhile, it’s Taviscan’s bold look that Cupra hopes will entice buyers away from the likes of the Audi Q4 E-tron, Genesis GV60 and Model Y – which, at between £40,000-55,000, it is expected to match on price – in the ever-growing and competitive premium EV segment.

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