Cupra Formentor and Leon Begin Production As Key Future Models Benefit From 3 Billion Euro Investment

Alex Harrington | Jun 27, 2024

Cupra

Seat has initiated the production of its new models, the Cupra Formentor and Cupra Leon, at the Martorell plant in Spain. This launch marks a significant stride in automotive design and represents a major part of the brand’s focus on innovative, design-driven products. With an investment exceeding 3 billion euros aimed primarily at electrifying this facility, these models stand at the forefront of the company’s future plans, embodying advanced technological integration and sustainability.

Martorell is undergoing a historical transformation to become a leading hub for intelligent and connected manufacturing in the automotive industry. This evolution into a smarter factory is not just enhancing operational efficiencies but also boosting the plant's overall sustainability and profitability. With the integration of state-of-the-art technologies and digitalization, Martorell is set to redefine the standards of vehicle manufacturing.

The production of the Cupra Formentor and Leon is pivotal, with the first deliveries expected by the third quarter of the year. Both models showcase the marque's distinctive bold design language and are available in two versions: plug-in hybrids offering more than 100km of electric range and high-performance petrol engines. The Formentor, known as the brand’s best-selling model, has already seen over 347,000 units produced. The Leon plays a crucial role in enhancing CUPRA’s global reach, contributing significantly to the brand’s overall delivery of more than 600,000 units since its inception in 2018.

Wayne Griffiths, CEO of Cupra, emphasized the importance of these models for the plant’s future and CUPRA's global market expansion in a press release:

“The new CUPRA Formentor and CUPRA Leon are key models for the future of our Martorell plant and will spearhead the expansion of the brand into global markets. We are investing more than 3 billion euros in the electrification of Martorell, and the new CUPRA Formentor and CUPRA Leon will be among the first models to benefit from this unprecedented investment in the future of our company.”

Markus Haupt, Executive Vice-President for Production and Logistics at Cupra, highlighted the significant enhancements made to the Martorell factory:

“We are working to transform and enhance our factory, integrating the most advanced technologies in its manufacturing and structural processes. Martorell is the third largest factory in terms of production volume of the Volkswagen Group in Europe, and we will keep growing with new models, but also through the implementation of smart technology and artificial intelligence.”

Additionally, the Martorell plant, celebrating its 30th anniversary this year, has seen a substantial increase in production volume by 21%. Innovations, including the implementation of Volkswagen Group’s first 100% electric paint drying oven, have been pivotal in advancing both quality and environmental standards.

Jose Arreche, Director of the Martorell plant, shared his perspective on the transformative efforts underway:

“This is a key moment for our Martorell plant. Together we are driving the transformation of the factory to ensure the launch of the first 100% electric models while continuing to produce combustion and electrified vehicles.”

The broader implication of these developments is profound, positioning Martorell and Seat at the heart of Spain’s ambition to become a leading European center for electric mobility. With plans to introduce fully electric models like the Raval and the Volkswagen ID 2. all by the end of 2025, and substantial shifts like the relocation of Seat Ibiza and Seat Arona productions to make room for electric vehicle assembly lines, the strategic overhaul at Martorell is steering the brand towards a greener, more innovative future.