On a day when Volkswagen Group announced major restructuring plans, Steve Fowler sat down with Markus Haupt, the CEO of Cupra and Seat, to discuss the future of these Spanish brands. Haupt emphasized that Cupra is designed to occupy a unique space in the market, positioned between the mass-market and premium segments. This strategy aims to attract customers who are looking for something different from traditional models, offering both style and performance. The Raval, a new Cupra model, was highlighted as a key product in this effort. Built alongside the Volkswagen ID. Polo at the Martorell factory in Spain, the Raval features distinctive design elements such as matte green paint with copper accents and advanced lighting technology. It offers a sporty driving experience and is priced over £38,000, making it a premium offering within the Volkswagen Group. Haupt explained that Cupra plays a crucial role in Volkswagen's broader strategy to remain competitive in an evolving automotive industry. The company is focusing on design and performance to stand out in a market increasingly influenced by electric vehicles and new competitors. The discussion also touched on the challenges posed by Chinese automakers, which have been growing rapidly in both the electric vehicle and traditional vehicle sectors. These challenges have led to restructuring efforts across the Volkswagen Group, including job losses in some areas. While the future of Seat, another Spanish brand under Volkswagen, remains uncertain, Haupt stated that it will remain relevant for the next few years. Cupra, on the other hand, is leveraging its Spanish roots to showcase cultural and technological innovation. The brand is developing a clear identity that sets it apart from other Volkswagen Group brands like Volkswagen, Audi, and Porsche. This identity is reflected in its design language, performance characteristics, and marketing strategy. Haupt emphasized that Cupra is not just a brand but a symbol of Spanish creativity and engineering, aiming to capture the attention of consumers who value both aesthetics and driving dynamics. As Volkswagen Group navigates through a period of transformation, both Cupra and Seat are being positioned to play specific roles in the company's future. While Seat's long-term prospects remain unclear, Cupra is already making its mark with a distinct brand strategy and innovative product lineup. The Raval, in particular, represents a bold step forward for Cupra, combining Spanish design with cutting-edge technology to appeal to a new generation of drivers.