Manchester, 26 June 2025 — CUPRA has officially opened the doors to its first-ever UK City Garage, strategically located in Manchester’s St Ann’s Square — a historic and culturally rich hub in the city centre. As the brand continues its assertive global expansion, this latest opening marks a key milestone in CUPRA’s international journey, reflecting its growing footprint in one of its most important markets.
This new destination in the heart of Manchester blends contemporary design with deep-rooted local character, reinforcing CUPRA’s positioning not just as a car brand, but as a progressive cultural force. With over 10,000 registrations in the UK between January and March 2025 — a 44% increase year-on-year — the United Kingdom stands as CUPRA’s third-largest market globally. Now, with the launch of the Manchester City Garage, the brand offers a physical manifestation of its identity in a city that mirrors its own DNA: bold, creative and unafraid to push boundaries.
“Opening a CUPRA City Garage in Manchester marks a significant milestone in our globalisation strategy,” said Sven Schuwirth, Executive Vice-President of Sales, Marketing & Aftersales at CUPRA. “It signals the beginning of an exciting new chapter for CUPRA in one of our most strategically important markets.”
Where Culture and Performance Converge
Designed as far more than a traditional showroom, the Manchester City Garage offers two dynamic floors where automotive innovation meets cultural expression. It’s a curated space where visitors can explore CUPRA’s latest models, attend exclusive events, and immerse themselves in a community rooted in creativity and counterculture.
From after-hours gatherings and wellness sessions to art exhibitions and live performances, the venue will host a full calendar of “Counter Culture” programming — a concept that captures the essence of CUPRA’s unconventional ethos. This includes bespoke mural work by internationally recognised artist Chris Princic, whose vibrant style has already left its mark on CUPRA spaces in Sydney, Madrid, and Vienna.
“Known for its creativity and rebellious spirit, Manchester mirrors CUPRA’s own DNA,” said Marcus Gossen, Managing Director of CUPRA UK. “We want to offer the best of Manchester at this City Garage — its gastronomy, its music, its art and culture. There’s no doubt it will become the new hotspot where people can discover our brand and experience unique events.”
A Dialogue Between Barcelona and Manchester
The City Garage concept is CUPRA’s signature approach to creating brand immersion zones in some of the world’s most emblematic cities. With previous locations in Mexico City, Milan, Istanbul, and others, the Manchester addition brings the spirit of Barcelona — CUPRA’s home — into a vibrant exchange with one of the UK’s most progressive cities.
The grand opening featured a panel discussion moderated by local radio personality Victoria Jane, with CUPRA executives including Sven Schuwirth, Marcus Gossen, Cécilia Taïeb (Global Head of Communications), and Andy Windsor (CEO of Want Studios) discussing the creative synergies between CUPRA, Manchester and the power of design.
Momentum in Motion
As CUPRA prepares to race in the upcoming London Formula E event with the Kiro Formula E car, the brand’s momentum in the UK continues to accelerate. Globally, CUPRA delivered 78,000 vehicles in the first quarter of 2025 — its best Q1 performance to date.
The opening of the Manchester City Garage underscores CUPRA’s ambitious trajectory. It’s a bold declaration that the brand is not only here to stay, but to shape the future of automotive culture in the UK — from the streets of Manchester to circuits across the globe.
