Although it has launched a extra reasonably priced however much less highly effective model of its Ateca, Cupra Australia says this isn’t a part of a transfer to chase mass-market attraction.
Originating from Seat’s motorsport division Cupra Racing, Cupra is positioned because the sporty sibling to Volkswagen and Skoda underneath the Volkswagen Group umbrella, with an Australian footprint that has slowly grown because the model arrived in 2022.
Cupra offered 1111 autos in 2022 and 3765 in 2023, whereas 2024 gross sales numbered 593 to the tip of September – a decline of 36.3 per cent in comparison with the identical nine-month interval final yr.
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A extra reasonably priced model of the Ateca, the V, is hitting the market this month priced at $49,888 drive-away.
Nevertheless, it’s not a sign that the model is pushing to grow to be extra mainstream, in accordance with Cupra Australia head of product and advertising Jeff Shafer.
“I don’t suppose we’re ever going to be the most cost effective providing chasing the quantity that some manufacturers are,” Mr Shafer instructed CarExpert.
“Some individuals have a extra practical method to automobiles, and that’s advantageous. We’ve bought different manufacturers that may serve that, however Cupra is for individuals who wish to stand out. They wish to be a little bit little bit of a insurgent, they wish to ensure that they’re having fun with their their motoring life, and so they get pleasure from driving.
“That’s who we’re making an attempt to succeed in, and I feel there’s sufficient Australians in that class that we are going to discover the precise variety of clients to make this a sustainable enterprise long-term, which doesn’t must be on the mass quantity ranges.”
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Leon Sportstourer
Cupra’s mannequin lineup is ready to rework with the introduction of the Leon Sportstourer, Terramar, Tavascan, and Raval.
The Terramar and electrical Tavascan will be a part of the Ateca within the SUV secure, whereas the Raval will slot in underneath the Born as a metropolis EV.
As for the Leon Sportstourer, it successfully replaces the Volkswagen Golf R wagon just lately discontinued in Australia. It’ll arrive with a selection of two powertrains – a 180kW plug-in hybrid setup, and the acquainted 228kW/400Nm 2.0-litre turbocharged four-cylinder engine additionally present in present VZx fashions.
The wagon section is ever-shrinking, and Mr Shafer admits the Sportstourer is unlikely to be a giant vendor.
“My expectation is that it’ll be a reasonably area of interest product, however there’s numerous actually constructive response to that automobile coming, and I’ve seen numerous feedback and folks wanting ahead to it,” Mr Shafer stated.
“It’s a automobile that we’re doing as a result of it’s attention-grabbing, and it fills a bit of the market that isn’t actually being served in the meanwhile.
“We’ve bought that freedom to have the ability to play in a few of these smaller quantity areas that may not be as enticing to a model that’s chasing gross sales.”
Cupra is increasing its community in Australia, with a service centre in Essendon Fields, Victoria set to open subsequent yr.
The corporate already has a bodily presence within the ACT, New South Wales, Queensland, South Australia, Tasmania, Victoria and Western Australia.
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