The Spanish-based challenger brand, Cupra, will be sold online and via an agency structure in collaboration with Volkswagen Group Australia’s (VGA) existing dealer network.
VGA says from the second quarter of 2022, the Cupra brand will be highly visible nationally via pop-up sales points and outlets based in existing high-profile retail environments.
Cupra Australia has announced two SUVs and a hatchback; featuring a range of performance and plug-in hybrid (PHEV) powertrains will form its local line-up.
The Cupra vehicles will be able to be serviced within selected outlets of the Volkswagen Group network. The vehicles will be covered by a factory-backed, five-year/ unlimited kilometre warranty. Details of service plans will be announced closer to the local launch.
The Australian launch line-up will comprise of three models – the Formentor crossover SUV, the Ateca SUV, plus the Leon hatchback.
Australia will be the first market where Cupra will operate exclusively as a performance brand. It is envisaged that the Cupra range’s recommended retail pricing will start above $40,000 and finish above $60,000.
“The presence of Cupra within VGA perfectly complements the diverse offerings of Volkswagen, Audi and ŠKODA,” Volkwagen Australia Group managing director Michael Bartsch says.
The Cupra brand is directed within VGA by Ben Wilks who has been with the company since its establishment in 2001.
“Cupra represents a great opportunity for VGA as a whole,” Wilks says.
“Australians love performance vehicles. Two out of three new private sales are SUVs. Cupra’s debut Australian range nails the brief, enabling VGA to offer more of what the discerning private customer wants,” he says.
The Cupra Leon will offer 140KW, 180kW and 221kW petrol engines as well as 180Kw plug-in hybrid (PHEV.) The Cupra Ateca will offer a 221kW petrol engine with 4DRIVE AWD.
The Cupra Formentor will offer 140kW, 180kW and 228kW petrol engines with 4DRIVE AWD and a 180kW plug-in hybrid (PHEV).
Detailed specification and pricing of the Australian Cupra model line-up will be announced closer to the local launch.
Launched in 2018 as a stand-alone brand, Cupra has its own corporate headquarters and a racing car workshop in Martorell (Barcelona).
In 2020, the brand saw an 11% growth and 27,400 vehicles sold, thanks to the strong performance of the Ateca and the Leon as well as the market entry of the Formentor, the first model uniquely designed and developed for the brand.
This year Cupra aims to prove that electrification and sportiness are a perfect match with the launch of the plug-in hybrid Formentor and its first 100% electric model, the Born.
The Cupra Tavascan will be the brand’s second all-electric model and will reach the market in 2024.
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