The Cupra brand now accounts for 1.4% of the market share (in France) and is becoming increasingly independent from Seat, from which it originated. Launched just eight years ago, Cupra is already unveiling its eighth model: the Raval. This all-electric city car is the first to use the Volkswagen Group’s dedicated platform for small electric vehicles. Expected to rival the Alpine A290, the Raval – both dynamic and versatile – is set to account for half of the manufacturer’s annual sales in France. With the ambition of turning a new page in the history of the young Spanish manufacturer.
The Raval is flexing its muscles
Following the Formentor SUV and the compact Born – Cupra’s best-selling flagship models – here comes the feisty little Raval (named after a multicultural neighbourhood in Barcelona). A 4.05-metre electric city car with muscular lines, featuring a backlit logo at the front and on the highly distinctive rear bumper. Its styling is designed to be modern, as evidenced by its Matrix LED headlights (a rare feature in this category), flush door handles and original 17- or 19-inch alloy wheels with copper-coloured inserts. “The Raval is more than just a car for Cupra; it’s a project we’re leading for the entire Volkswagen Group, as it marks the launch of the new MEB+ platform on which the future VW ID Polo, ID Cross and Skoda Epiq electric city cars will also be produced. And we’re very proud to be spearheading this very important project,” explains Cecilia Taïeb, Cupra’s Global Communications Director.
The Cupra Raval, the VW Group’s flagship electric city car
To support this electrification programme launched in 2022, the VW Group has invested €10 billion in Spain, focusing in particular on its long-established plant in Martorell, near Barcelona. The production lines are now fully flexible and can assemble electric vehicles, plug-in hybrids (PHEVs) and vehicles with internal combustion engines. Next door, a dedicated battery production plant churns out a battery every 45 seconds. Boasting its status as the third most electrified brand sold in France, Cupra is therefore poised to ramp up its efforts in its quest to achieve a 3% market share.
The genes of an athlete
From the outset, Cupra’s DNA (a portmanteau of ‘Cup’ and ‘Racing’) has been distinctly sporty. These characteristics are evident in the interior design (including highly original dynamic lighting in the door panels and an infotainment system that is now ‘Android-compatible’ with Google and YouTube apps) and the wraparound bucket seats. In terms of technical specifications, the Raval comes with two battery capacities: 37 or 52 kWh (offering a range of 300 to 450 km) and motors ranging from 116 to 226 hp. “The first people to test it came back delighted by its dynamism and handling, and that’s just as well because Raval needs to convince the sceptics to switch to electric and deliver an emotional experience,” emphasises Pedro Fondevilla, Managing Director of Cupra France. “It has a chassis that’s 15 mm lower than its ID Polo cousin, for example. And this low-slung stance is reminiscent of driving a go-kart; the driving experience must be different to emphasise its sportiness and set it apart from other models in the VW Group.”
It will also need to be compared with its main rival, the Alpine A290 (220 hp), to appreciate the dynamic qualities of this front-wheel-drive model and decide which of these two electric hot hatches comes out on top.
It is worth noting that a spacious area beneath the boot floor could well eventually accommodate a second engine, transforming the Raval into an even more powerful and high-performance four-wheel-drive vehicle: an idea that Cupra’s management has not ruled out…
A place to be had in the market
Given the current trend of soaring electric car sales, the timing of the Raval’s launch seems ideal. “The electric city car segment is still relatively uncompetitive,” notes Pedro Fondevilla. “So for Cupra, it’s now or never to establish itself in this market. “We have what it takes to win people over: interior space, boot capacity (430 litres), styling, features and an attractive price, especially if incentives and subsidies remain at appealing levels. We hope the Raval will account for 50% of our sales by 2027.”
The entry-level version of the Raval (with a small 37 kW battery and a small 115 hp engine) will be available from €25,995.
Cupra: the brand of the new generation?
Beyond its unmistakable sportiness, Cupra has paid close attention to the perceived quality and status of this city car, particularly with a view to corporate fleets, another key target audience for the brand. Not to mention young drivers, who quickly took to Cupra from the moment it was launched. “Our sales targets aren’t necessarily about achieving high volumes, but with Raval, we want to continue to be a brand that inspires young people,” says Cecilia Taïeb. “We want today’s Gen Z to remember us when they’re old enough to buy a new car.” ” The average age of a Cupra customer is 44 in Europe and 47 in France. That is 10 years younger than the average for most car manufacturers.
