An automotive “garage” with an unusual concept has opened its doors in the capital

Lithuania becomes the third Baltic state to open a new CUPRA showroom. Following the opening of another showroom in Tallinn a year ago, a dedicated showroom opened in Riga in December 2022.

“CUPRA cars are known for their dynamic, sporty design, allowing drivers to express their creativity and sporting spirit in a unique way. This philosophy extends beyond automobiles; the Spanish company is now renowned globally for its diverse lifestyle and sporting products. With the expansion of the CUPRA Garage network, the company reaffirms its commitment to providing drivers around the world with a unique car-buying experience and immersing them in the brand’s world,” said Jukka Kiuru, Vice President of K-Auto, CUPRA’s importer in the Baltic and Finnish regions.

The new salon concept focuses on future retail trends. Their distinctive feature is an unconventional, yet welcoming environment, which allows you to build sustainable, consistent and successful relationships with consumers. This concept was created to showcase the type of dealerships modern buyers need and at the same time combine them with attractive working conditions for employees.

This will not be the only “CUPRA Garage” in Lithuania. “We plan to open the renovated CUPRA garage in Kaunas in one month, at the end of October, and start building completely new CUPRA garages in Klaipėda and Kaunas in spring 2025,” says Rasa Sinkevičienė, general director of Autojuta, CUPRA representative in Lithuania.

It offers a different experience

The CUPRA company, which separated from the parent company SEAT, owned by the Volkswagen Group, at the beginning of 2018 continued for some time to sell its models together with its “brothers” and “sisters”. However, due to its rapidly growing popularity, a need arose to create separate outlets that would better reflect the brand’s identity. In 2018, one in three Leon models sold at SEAT dealerships was produced by CUPRA and since then the company has already sold more than 650,000 units. of new cars and became one of the fastest growing manufacturers in Europe.

Thus was born CUPRA Garage, an exclusive space for the presentation, sale and maintenance of dynamic cars. In them car enthusiasts experience unique emotions because they are not the usual showcases of new cars.

Exclusive CUPRA showrooms are located in various corners of the world. For them, relatively small premises are chosen for the sale of cars in rather unusual places: in the centers of large cities or in prestigious neighborhoods. These spaces, characterized by modern design solutions, reflect the uniqueness, refinement and performance of the brand. When furnishing rooms, the same attention is paid to functionality as to aesthetics. The predominant materials are concrete, wood and steel.

The most important models of the manufacturer are displayed in the garages, and CUPRA masters interact with visitors – the very specialists of this brand, who can provide all the necessary information about cars and the manufacturer, as well as about financing and other services. There is also a dedicated lifestyle area where you can explore CUPRA’s exclusive collections and partnerships, as well as a car repair shop.

An automotive “garage” with an unusual concept has opened its doors in the capital

CUPRA Garage often transforms into a presentation space for sporting or artistic events: the company is famous for several socio-cultural partnerships that reveal its values ​​and those of potential customers. It is a unique way to get to know the manufacturer in a more engaging and interactive environment: less binding and restrictive than traditional dealerships.

The first CUPRA Garage opened in 2019 in Mexico ity, the capital of Mexico, and a year later the first European facility opened in the German city of Hamburg. Today there are more than 800 CUPRA Garage showrooms around the world.

Conclusion

Lithuania’s opening of a new CUPRA showroom marks an important milestone in the brand’s expansion across the Baltic region. By becoming the third Baltic state to welcome a dedicated CUPRA space—following Tallinn and Riga—the country strengthens its position within the growing network of CUPRA Garage locations. This development reflects not only increasing demand for the brand’s vehicles but also the broader appeal of CUPRA’s identity and philosophy.

CUPRA has successfully positioned itself as more than just an automotive manufacturer. Known for dynamic performance and bold, sporty design, the brand appeals to drivers who seek individuality and emotional connection with their vehicles. As highlighted by Jukka Kiuru, Vice President of K-Auto and CUPRA’s importer in the Baltic and Finnish regions, CUPRA’s vision extends beyond cars. The Spanish brand has built a global reputation around lifestyle, innovation, and sport-inspired products, creating a community that resonates with modern, design-conscious customers.

The expansion of the CUPRA Garage network demonstrates a clear commitment to delivering a distinctive and immersive customer experience. These showrooms are designed not only as sales spaces but as environments where visitors can fully engage with the brand’s values, aesthetics, and performance-driven spirit. This approach transforms the traditional car-buying process into a more personal and inspiring journey.

Ultimately, the new showroom in Lithuania symbolizes both regional growth and global ambition. As CUPRA continues to expand its presence, it reinforces its dedication to offering drivers a unique blend of performance, style, and lifestyle integration—strengthening its identity as one of the most dynamic automotive brands in Europe today.