Cupra, the rough diamond of the Volkswagen group

2023-09-05 05:00:00

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The brand, created by Luca de Meo at Seat, shows strong profitability. It might establish itself in the United States. Meeting with its CEO, Wayne Griffiths.

By Olivier Ubertalli, in Munich (Germany)

> Urban Rebel, a premium sports sedan project, was presented on Sunday September 3, 2023 at the IAA Mobility show in Munich. ” title=”The< concept car >> Urban Rebel, a premium sports sedan project, was presented on Sunday September 3, 2023 at the IAA Mobility show in Munich. “/>

The Urban Rebel “concept car”, a premium sports sedan project, was presented on Sunday September 3, 2023 at the IAA Mobility show in Munich.
© Seat/VW

Published on 05/09/2023 at 07:00

CIt has been more than three years since Luca de Meo swapped the Seat steering wheel for that of Renault. And yet, the strategy he had put in place at the Spanish manufacturer with Wayne Griffiths, current president, continues to bear fruit. The marketing ace had given the group a facelift and launched the sports brand Cupra with Griffiths. “Luca de Meo’s greatest legacy is to have chosen me for Cupra and then to have given me his place at the head of Seat! laughs Wayne Griffiths when we meet him at the IAA Mobility show in Munich, which has just opened its doors. Luca de Meo’s successor at the head of the Spanish group has, he believes more seriously, “sown the seeds of Cupra, the best gift he might have given” to the Volkswagen group.

The Cupra brand, launched…

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