The new Cupra Formentor has now been officially launched in Ireland at a starting price of €37,135, writes Brian Byrne. The car is available in two grades, with petrol, diesel and plug-in hybrid powertrains.

In a virtual press conference with the Irish motoring media, Cupra Ireland Brand Director Niall Phillips said Cupra has now successfully distinguished itself from its sister brand SEAT, where the name was previously used to denote high-performance variants.

“The Formentor will be a ‘door-opener’ to new customers who seek exclusivity and innovation,” he said, adding that Cupra is now ‘on a road to electrification’.

The event also provided details of the new Cupra PHEV version, the 245hp car which has a starting price of €41,210. It is available in both hatchback and sportstourer variants.

Four dedicated Cupra dealerships have been set up in Ireland, two in Dublin and one each in Cork and Limerick. Phillips said it is intended to expand that network before the end of the year.

The brand’s first all-electric car, the Born, will arrive in Ireland early in 2020, with a range of 350-550km depending on battery. A fully electric SUV is also on the way, the Tavascan.