Though it has introduced a more affordable but less powerful version of its Ateca, Cupra Australia says this isn’t part of a move to chase mass-market appeal.
Originating from Seat’s motorsport division Cupra Racing, Cupra is positioned as the sporty sibling to Volkswagen and Skoda under the Volkswagen Group umbrella, with an Australian footprint that has slowly grown since the brand arrived in 2022.
Cupra sold 1111 vehicles in 2022 and 3765 in 2023, while 2024 sales numbered 1612 to the end of September – a decline of 36.3 per cent compared to the same nine-month period last year.
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A more affordable version of the Ateca, the V, is hitting the market this month priced at $49,888 drive-away.
However, it’s not an indication that the brand is pushing to become more mainstream, according to Cupra Australia head of product and marketing Jeff Shafer.
“I don’t think we’re ever going to be the cheapest offering chasing the volume that some brands are,” Mr Shafer told CarExpert.
“Some people have a more functional approach to cars, and that’s fine. We’ve got other brands that will serve that, but Cupra is for people who want to stand out. They want to be a little bit of a rebel, they want to make sure that they’re enjoying their their motoring life, and they enjoy driving.
“That’s who we’re trying to reach, and I think there’s enough Australians in that category that we will find the right number of customers to make this a sustainable business long-term, which doesn’t have to be at the mass volume levels.”
Leon Sportstourer
Cupra’s model lineup is set to transform with the introduction of the Leon Sportstourer, Terramar, Tavascan, and Raval.
The Terramar and electric Tavascan will join the Ateca in the SUV stable, while the Raval will slot in under the Born as a city EV.
As for the Leon Sportstourer, it effectively replaces the Volkswagen Golf R wagon recently discontinued in Australia. It’ll arrive with a choice of two powertrains – a 180kW plug-in hybrid setup, and the familiar 228kW/400Nm 2.0-litre turbocharged four-cylinder engine also found in current VZx models.
The wagon segment is ever-shrinking, and Mr Shafer admits the Sportstourer is unlikely to be a big seller.
“My expectation is that it’ll be a fairly niche product, but there’s a lot of really positive reaction to that car coming, and I’ve seen a lot of comments and people looking forward to it,” Mr Shafer said.
“It’s a car that we’re doing because it’s interesting, and it fills a section of the market that isn’t really being served at the moment.
“We’ve got that freedom to be able to play in some of those smaller volume areas that might not be as attractive to a brand that’s chasing sales.”
Cupra is expanding its network in Australia, with a service centre in Essendon Fields, Victoria set to open next year.
The company already has a physical presence in the ACT, New South Wales, Queensland, South Australia, Tasmania, Victoria and Western Australia.
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