Cupholder system for a vehicle

A cupholder system for a vehicle, the cupholder system comprising:

• a cupholder assembly comprising a first cupholder opening;
• a lid configured to, when in a closed position, cover at least the first cupholder opening, and when in an open position, uncover the first cupholder opening;
• an actuation system configured to, in dependence on an electrical signal, deploy the lid in a first rotational path to the open position and deploy the cupholder assembly in a second path from a stowed position to a deployed position;
• and
• an object retainer surface curved so that in use as the lid rotates between the closed position and the open position, a proximal edge of the lid proximal to the object retainer surface moves at a substantially constant distance from the object retainer surface, wherein when the lid is at the open position, the object retainer surface and the lid remain separated from each other by the substantially constant distance.