CUPRA opens a new City Garage in Berlin. That makes seven!

In a move that reflects its continued growth and commitment to innovation, CUPRA has opened its latest CUPRA City Garage in the heart of the Am Tacheles district of Berlin. This space, spread over two floors and 500 square metres, is much more than a simple car dealership: it is a place where culture, art and a passion for motoring come together.

Berlin and Barcelona: a meeting of cultures

The choice of Berlin for this new City Garage is no coincidence. Germany is a key market for CUPRA, and Berlin, with its rich cultural and artistic history, provides the perfect setting for the brand. At the opening, the link between these two iconic cities, which share a deep affinity for architecture, art, culture and design, was highlighted.

Wayne Griffiths, CEO of CUPRA, explained: “Germany is our main market, so Berlin is a natural choice to open our latest CUPRA City Garage. We want to inspire the world from Barcelona, and our journey has taken us to destinations around the world such as Mexico, Australia and various European cities. Now, the time has come to bring this experience to Berlin.”

Since its launch five years ago, CUPRA has stood out for its unconventional approach to the automotive industry. CUPRA City Garages are an essential part of its strategy, as they seek to connect with cities and their culture, foster local events and exhibitions, and support the development of new talent.

Art, Music and Design in a unique space

The new CUPRA City Garage in Berlin was designed by the prestigious architecture firm Herzog & de Meuron. This 500 square metre space combines elements of urban art with Berlin’s rich music scene.

“Berlin has an incredibly diverse and vibrant club culture, as well as a great art scene. We want to bring the spirit of the city to our CUPRA City Garage and, together with the spirit of Barcelona, set new impulses,” added Bernhard Bauer, CUPRA Germany managing director.

The brand has already started collaborations with its new neighbour Fotografiska, the Swedish Museum of Modern Photography. In the future, more collaborations will be established so that the space becomes a place where the distinctive styles of Barcelona and Berlin mix, creating a dynamic combination of music, art and events.

CUPRA: A brand that keeps growing

The increase in the number of CUPRA City Garages reflects the brand’s global expansion. Following its presence in cities such as Mexico City, Munich, Milan, Lisbon, Rotterdam and Sydney, bringing the total to seven spaces, CUPRA is preparing to open a CUPRA City Garage in Paris, along with others in 2024.

Since its launch in Australia in 2022, CUPRA has experienced steady growth, expanding its operations to countries such as Morocco, Egypt and Tunisia in the first half of the year. The brand is also working on its entry into the North American market as part of its expansion strategy.

In 2023, CUPRA is achieving new records with the sale of 150,000 vehicles in the first half, a 60% increase compared with the same period in 2022. Since its creation in 2018, CUPRA has delivered more than 400,000 vehicles, and its ambition is to sell 500,000 vehicles a year in the medium term. With its latest CUPRA City Garage in Berlin, the brand is on track to achieve this ambitious goal while continuing to inspire the world from the intersection of passion, art and motoring.