Cupra previewed its small EV in Munich with the UrbanRebel concept, which had a motorsports-inspired design. At the Munich show, VW brand unveiled the ID Life concept that will be launched as its entry-level battery-powered car.
Skoda is also expected to get a version called the Elroq but Cupra's parent brand, Seat, is not planning a version.
The production Cupra small EV will keep the same design language of the UrbanRebel, Griffiths said.
"We will do a very provocative design. The series car is very near to the UrbanRebel. You take the fin off the back and the spoiler off the front, and then you get very very close to what we want to do with the car we want to launch in 2025," he said.
The reason the design will be so distinctive is that it will be one of the key elements to differentiate the model from other electric performance cars which all have similar performance, Griffiths said.
The Cupra Born, the brand's first full-electric car, will arrive in showrooms in November.
Griffiths said Cupra had faced a challenge in making the Born's handling and suspension feel sporty due to the weight of the batteries in the car's platform.
The UrbanRebel-based small EV would be the next step, he said, and its length and weight would make the car very sporty.
The car will be powered by a 170-kilowatt electric motor and a battery up to 55 kW. This will allow for a 400 km (248 mile) range on a single charge.
The EV will take 6.9 seconds to accelerate from 0 to 100 kph (0 to 62 mph), more than double than the time of 3.2 seconds claimed for the UrbanRebel.