Press release
754KB
july 25, 2022 - Cupra
CUPRA’s globalization takes major step with Australian launch
- Australia is a strategic global market for the brand’s expansion in Asia Pacific and beyond
- CUPRA’s ambition is to become one of the leading electric and sporty performance brands in Australia
- The brand’s goal is to reach more than 5% market share in the electric segment in the long-term
- The unconventional challenger brand is launching three cars into the market: #cupra Leon, #cupra Ateca and #cupra Formentor, including PHEVs versions
- CUPRA officially inaugurated its first Australian #cupra City Garage in Sydney; 15 sales locations are planned by 2023 across the country
CUPRA’s ambitious plans to expand its international presence and become a global brand takes on new momentum as it launches operations in #Australia, proving that the spirit of the unconventional challenger brand feels no distance.
Today #cupra inaugurated its first Australian City Garage, located in the heart of Sydney’s central business district. The City Garage will open to the public in the coming days and to celebrate this milestone #cupra hosted an event attended by media, instituciones and dealers.
“Our impulse to take #cupra to the world never stops. By heading to #Australia, we’re taking the first major step in our globalization.” said Wayne Griffiths CEO of #cupra. “Australia is a strategic global market for our expansion in Asia Pacific and beyond. Our strategy here is to start with the development of the brand and launch the first product offensive, with the Ateca, Leon and Formentor. The Born will arrive in 2023, followed by our New Heroes, the Terramar, Tavascan and UrbanRebel from 2025. We want to be the relevant, cool & desirable brand that combines electric and sporty performance. Our ambition is to reach more than 5% market share in the electric segment in the long-term.”
The brand’s objective in #Australia is to more than quadruple annual sales from 1,600 vehicles in 2022 to 7,000 vehicles in 2025.
Since CUPRA’s launch in 2018, it has grown its global turnover from €430 million to almost €2.2 billion in 2021. It’s this trajectory that has allowed the brand to expand, taking it from Barcelona to #Australia.
First phase: develop the brand and launch the product offensive
Australia will be CUPRA’s first 100% agency model market and the first to offer a fully digital customer journey via an End-to-End platform. It will launch three cars to the Australian market at the same time: #cupra Ateca, #cupra Leon and #cupra Formentor.
The vehicles will be bolstered by a wide range of engine variants, including plug-in hybrid versions (e-HYBRID), delivering the mix of emotions that embodies the #cupra Attitude.
The vehicles include the #cupra Ateca, the brand’s first model and unique in its segment, embodying the vision for the brand. It combines a 2.0 TSI engine with 300PS, seven-speed DSG, 4Drive all-wheel drive and DCC dynamic chassis technology.
Joining the Ateca is the King of Leons, the #cupra Leon. A model with an extensive range of powertrain, including plug-in hybrid technology and progressive dynamic design.
Finally, the #cupra Formentor – the first vehicle uniquely designed and developed for the brand and a turning point for #cupra, showcasing its huge potential.
CUPRA will also launch the #cupra Born Down Under. The 100% electric car proves that electrification and performance and a perfect match, and that EVs can be fun and sexy. Orders will start in the last quarter of this year, with deliveries due in the first quarter of 2023.
“CUPRA is Australia’s performance brand and is for those who love driving and those who love design. We will be one of the first European brands to offer Australians Plug-in Hybrid Electric Vehicles,” said Ben Wilks, Director of #cupra #Australia. “The 11,000 plus expressions of interest and Launch Edition sales are a remarkable response to a brand that is entirely new to #Australia. We cannot wait to bring the #cupra Born, the brand’s first BEV to the market in early 2023.”
From 2025, CUPRA´s second product offensive will begin with the launch of the Terramar, Tavascan, and UrbanRebel.
CUPRA City Garage in Sydney: the 7th in the world
Among those attending the inauguration of the #cupra City Garage were Australian hero and national goalkeeper Andrew Redmayne and future Commonwealth Bank Matildas star Jada Whyman. #cupra is committed to football in #Australia and recently announced its partnership with the Socceroos and Commonwealth Bank Matildas.
The #cupra City Garage is more than just a flagship store. It is an immersive stage to further co-create the #cupra world with the brand’s followers. Located in one of the most iconic districts of the city, its design takes inspiration from both the Mediterranean and Australia’s natural landscapes. Among its features is an artwall created by Chris Princic, whose work appears in several other #cupra City Garages. The Sydney #cupra City Garage is the 7th City Garage after Mexico City, Hamburg, Munich, Milan, Lisbon, and Rotterdam.
CUPRA will be present in all major cities, with 9 points of sale from August. The brand’s goal is to reach 15 sales locations in 2023.
CUPRAs-globalization-takes-major-step-with-Australian-launch 01 HQ
5391x3594, 11MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 02 HQ
7202x4804, 23MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 03 HQ
6909x4608, 16MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 04 HQ
7820x5216, 25MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 05 HQ
8192x5464, 15MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 06 HQ
8192x5464, 26MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 07 HQ
8192x5464, 24MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 08 HQ
7962x5311, 44MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 09 HQ
8192x5464, 24MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 10 HQ
7964x5312, 29MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 11 HQ
8192x5464, 26MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 12 HQ
7934x5292, 18MB
CUPRAs-globalization-takes-major-step-with-Australian-launch 13 HQ
6938x4625, 13MB
Related news |
||
|
|
|
april 19, 2024
|
april 18, 2024
|
april 12, 2024
|
|
CUPRA jumped into the padel court in 2019 following its passion to support projects and partners that share its ambition to challe... |
The interior of the CUPRA DarkRebel showcar is pure provocation, questioning the way cars will be imagined and created in the futu... |
CUPRA has renewed its collaboration with FC Barcelona goalkeeper Marc ter Stegen, a member of the CUPRA Tribe from the beginning. ... |
Download all 
You might be interested in |
||
|
|
|
march 06, 2024
|
march 06, 2024
|
february 26, 2024
|
|
CUPRA will continue to be the Official Automotive and Mobility Partner and the Official Car of FC Barcelona for the next five year... |
This newly created role will replace the CUPRA COO position, previously held by Sven Schuwirth. Effective April 1st, Ignasi Prieto... |
The new CUPRA ambassador emphasises values such as passion and determination - “You have to trust your instinct and go for it” Osc... |
Italian 
Download all 
Share
Share via mail 
Automotive
Sport
Events
Art&Culture
Design
Fashion&Beauty
Food&Hospitality
Technology
Nautica
Racing
Excellence
Corporate
OffBeat
Green
Gift
Pop
Heritage
Entertainment
Health & Wellness