Australia is joining the CUPRA Tribe in 2022

The Volkswagen Group will launch its CUPRA brand in the Australian market in 2022 as announced by the brand’s president Wayne Griffiths during an annual press conference.

Griffiths says it is a key move towards CUPRA expanding in the Asia-Pacific region.

“Australia is a young market and CUPRA is a young brand. Customers are looking for new brands, there is a high middle-class income and it is a progressive society. We are confident that CUPRA can be successful in this country,” Griffiths says.

Volkswagen Group Australia managing director Michael Bartsch says the CUPRA range will suit a certain Australian customer set with its unique models.

Launched in 2018, CUPRA has its own corporate headquarters and a racing car workshop close to Barcelona (Spain), in addition to a network of specialised points of sale around the world.

In three years CUPRA has sold more than 70,000 cars since launch. CUPRA has grown year by year exponentially and in 2020, during the pandemic lockdown, achieved a record result by growing double digit versus 2019. 

These results were possible thanks to the strong performance of the CUPRA Ateca, a high-performance SUV; the CUPRA Leon, the brand’s best-selling compact; as well as the market entry of the CUPRA Formentor, a SUV coupé and the first model uniquely designed and developed for the brand.

In 2021, CUPRA will launch plug-in hybrid versions of the CUPRA Leon and the CUPRA Formentor and the brand’s first 100% electric model, the CUPRA el-Born. 

Griffiths also confirmed production of its second 100% electric model, the CUPRA Tavascan, based on the MEB platform of the Volkswagen Group. It will be designed and developed in Barcelona and will reach Europe and overseas markets in 2024.

Further details of the brand’s Australian debut will be revealed shortly.

CUPRA will participate this year in the off-road electric SUVs competition Extreme E. Moreover, it is also FC Barcelona’s official automotive and mobility partner and World Padel Tour’s premium sponsor. 

The CUPRA Tribe is made up of a team of ambassadors who share the brand values, such as the German goalkeeper Marc ter Stegen, the Swedish driver Mattias Ekström and five of the best padel players in the world, among others.