Adelaide 23-03-2023 – CUPRA completes quarter one of its first calendar year in Australia with the opening of its official Adelaide Garage.
Located at 11 Waymouth Street, the Barcelona brand's new home in the South Australian capital is operated by Solitaire Automotive, a group that has become synonymous with European and prestige automotive brands since its establishment in 1971.
Having operated to this point from temporary premises, CUPRA's new SA home coincides with the release of the game-changing Born BEV hatchback.
CUPRA Australia Director Ben Wilks said: "The commitment of Solitaire, a group of such longevity and distinction, and the impressive facility in a busy CBD area combining business interests and high quality dining, is a glowing endorsement of Australia's newest and most dynamic brand".
"CUPRA's national network grows in extent and experience," Mr Wilks said.
"The biggest players in Australian automotive have taken a stake in a challenger brand that combines design, performance and – increasingly – electrification."
Solitaire's new Waymouth Street home joins the three CUPRA Garages owned by AP Eagers (Indooroopilly, Gold Coast, Perth), Zagame's Melbourne pair (Chadstone and Richmond), Sydney's Alto Prestige (CBD and Artarmon) and Canberra's Lennock Motors.
Mr Wilks said further CUPRA Garage announcements will be made shortly.
"CUPRA is run along the agency model with online transactions," he said.
"Our garages embody the modernising of customer transactions. Typically CUPRA is found not only in traditional auto alleys but also where people live, shop and dine."
Having launched in its newest market barely six months ago, Mr Wilks said that CUPRA has hit its stride with some 2,200 orders.
The addition of the Born to the existing range – Formentor, Ateca and Leon – has been immediately successful with the allocation by Barcelona of 200 further pre-delivery Borns to the 400 made available for order a few days before Christmas.
Strong customer response to the first 100 Formentor and Leon VZe Plug-in Hybrid Electric Vehicles (PHEVs) means more can now be ordered ahead of delivery later this year.
Currently, CUPRA's single best-selling variant is the range topping Formentor VZx crossover, which was last week released in a 'Rojo' edition of 30 uniquely red-coloured and black-upholstered examples.
CUPRA is the unconventional challenger brand that brings together emotion, electrification, and performance to inspire the world from Barcelona. Launched in 2018, CUPRA has its corporate headquarters and a racing car workshop in Martorell (Barcelona), in addition to a global network of specialised points of sale.
In 2021, CUPRA maintained its upward trend, tripling sales with 80,000 vehicles delivered, driven by success of the CUPRA Formentor. CUPRA proves that electrification and sportiness are a perfect match, and in 2022 will expand the range of the CUPRA Born, the brand's first 100% electric vehicle, with models with different battery capacities, as well as a more powerful e-Boost version. The CUPRA Tavascan, the brand's second all-electric model will reach the global market in 2024, followed by the brand's first urban electric car, inspired by the CUPRA UrbanRebel concept, in 2025.
CUPRA is FC Barcelona's official automotive and mobility partner, the World Padel Tour's premium sponsor and the official sponsor of the eSports Club Finetwork KOI. Collaborating with brands such as Primavera Sound and De Antonio Yachts, it has created the CUPRA lifestyle universe. The CUPRA Tribe is made up of a team of ambassadors who want to be the driving force of change. Among its members are Olympic gold medallists Adam Peaty, Melvin Richardson and Saúl Craviotto, the German goalkeeper Marc ter Stegen, and Ballon d'Or and Best FIFA Award-winning footballer Alexia Putellas.