CAR magazine UK drives the Cupra DarkRebel concept and interviews Cupra CEO Wayne Griffiths on the brand's future direction
There’s no mistaking this for some kind of rebadged Golf or ID. 3. The DarkRebel concept is an extraordinary-looking car – low, wide and mean. Crouch down to peer inside and the cabin looks futuristic enough to qualify as a work station for Darth Vader’s great grandson.
What could possibly go wrong? So many things. But here goes. And it’s sensational, on several fronts: the thrill of that silent tap on the back, the raw acceleration rasp, the chafing brakes and the wow! effect this stingray has on bystanders – including Seat employees, who you might think would have got used to it.
It’s conceivable that the DarkRebel could be paired with one or more of the other sporty EV projects circulating within the group, not least the TT replacement that was our March cover star, and the Porsche Boxster and Cayman successors now expected in 2025. After all, MG has managed to put the Cyberster into production, and look at the positive vibes around that.
Last year was the best so far for the combined Cupra and Seat. Deliveries increased by 50 per cent, every other car sold was a Cupra, and about two-thirds of the combined profit of more than €650m was netted by the challenger brand. On its way to becoming Europe’s fastest growing car manufacturer, its conquest rate is 75 per cent.
On the executive floor, the majority of managers look like they’re under 30. The open-plan office is dotted at random with desks, cosy seating arrangements, areas to read or relax in and two closed doors. One leads to the chairman’s office, the other to a large, generously glazed boardroom. What about the planned foray into micromobility as depicted by the Renault Twizy-style Seat Minimo design exercise? ‘It’s hard to make money on a minimalist vehicle like this,’ acknowledges Griffiths. ‘Perhaps Seat’s entry-level vehicle for young buyers needs to be a small no-frills electric car with a small cheap battery, because range is not of the essence here.’
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