- CUPRA President Wayne Griffiths confirmed the introduction of the brand early next year
- Griffiths: "Australia will be a key move towards expanding CUPRA in the Asia-Pacific region"
- The brand has grown exponentially since its launch in 2018 and sold more than 70,000 cars
- The CUPRA Tavascan will join the brand's range in 2024
Sydney, 23-03-2021 – It's official: Australia will join the CUPRA Tribe in 2022. The announcement of the brand's introduction to the market was made overnight by CUPRA President Wayne Griffiths at the company's annual press conference.
"I can announce that next year we will start our operations in Australia as a key move towards 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," Mr Griffiths said.
"Volkswagen Group Australia is expanding," VGA's Managing Director Michael Bartsch said. "With its unique models combining stimulating style and contemporary performance, CUPRA could scarcely be a range better bespoke to a certain Australian customer set."
A new proposition in the market
CUPRA is an unconventional challenger brand based on stimulating style and contemporary performance that inspires the world from Barcelona with progressive cars and experiences. Launched in 2018, CUPRA has its own corporate headquarters and a racing car workshop close to in Barcelona (Spain), in addition to a network of specialized points of sale around the world.
In only three years in the market, CUPRA has exceeded initial expectations by selling more than 70,000 cars since launch. CUPRA has grown year by year exponentially and even in 2020, during the pandemic lockdown, achieved a record result by growing double digit versus 2019. These outstanding results were possible thanks to the strong performance of the CUPRA Ateca, a high-performance SUV with 300PS; 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 aims to prove that electrification and sportiness are a perfect match with the launch of the plug-in hybrid versions of the CUPRA Leon and the CUPRA Formentor and with the market entry of the brand's first 100% electric model, the CUPRA Born. With these three models, the brand has a complete line up to strengthen its globalisation.
CUPRA Tavascan joins the range
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 this exciting brand's Australian debut will be revealed shortly.
CUPRA is an unconventional challenger brand based on stimulating style and contemporary performance that inspires the world from Barcelona with progressive cars and experiences. Launched in 2018 as a stand-alone brand, CUPRA has its own corporate headquarters and a racing car workshop in Martorell (Barcelona), in addition to a network of specialized points of sale around the world.
In 2020, the brand maintained its upward trend with an 11% growth and 27,400 vehicles sold, thanks to the strong performance of the CUPRA Ateca and the CUPRA Leon as well as the market entry of the CUPRA Formentor, the first model uniquely designed and developed for the brand. In 2021, CUPRA aims to prove that electrification and sportiness are a perfect match with the launch of the plug-in hybrid versions of the CUPRA Formentor and its first 100% electric model, the CUPRA el-Born.
CUPRA will participate this year in the off-road electric SUV's 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.