Cupra CEO Wayne Griffiths hints at a lineup of unconventional vehicles, including a possible electric off-road buggy, aimed at further differentiating the brand from its VW Group counterparts.
CEO Wayne Griffiths would love the Dark Rebel concept to spawn a production model but it's not a priority. Cupra has sold more than 750,000 vehicles globally since its formation six years ago. The striking styling makes the brand's existing models stand out from other VW Group products. Cupra has revealed it’s working on a series of mold-breaking next-generation vehicles that’ll be quite a bit different than what it currently produces.
If current plans fall into place, the first of these new models will be shown to the world next year. According to Seat and Cupra chief executive Wayne Griffiths, current market demands explain Cupra’s current focus on SUVs and crossovers. Thanks to their aggressive shapes and sharp lines, the Spanish brand’s models already stand out from most of the competition and Griffiths is determined to continue making vehicles that are “emotional” and “differentiated” from the VW products it shares its platforms with. “We've deliberately gone SUV and crossover, because that's where the market is and that's what customers are looking for,” he told Autocar in an interview. “If you want to make Cupra cool and make it iconic, then you need to start making iconic cars that perhaps don't fit in any segment. We are working on other cars that break the classic segments between saloons, estate cars and SUVs. Things will emerge and we'll see different opportunities. We are working on some very provocative bodystyles as well. Hopefully, we can show you one next year.” One exciting project that Griffiths has is a “kind of off-road-style buggy car.” According to Cupra’s boss, this model would be all-electric and could work both as an off-roader and in the city. “I think it would be a real game-changer, very emotional,” he added. Unfortunately, Griffiths didn’t confirm if this model will indeed reach the production lin
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