Cupra was “spun off” from Seat to give rise, in 2018, to an independent brand. Although its journey began with models “inherited” from Seat, such as the León or the Ateca, last year it launched its first car with purely Cupra DNA, the Formentor, and announced that it would launch the brand’s one hundred percent electric model, the compact Born.
Now, on the occasion of its third anniversary, Cupra has presented its future strategy to the media and also the most performing variant of the Formentor.
Led the presentation Cupra President Wayne Griffiths who, in addition to taking stock of the good take-off of the brand, with 65,000 cars sold since the beginning, announced that this year sales are expected to be double those achieved in 2020, if the pandemic situation allows it.
New distribution strategy
One of the most important news that Cupra will face in this new stage has to do with the model Born, the compact high-performance electric to be released during the second half of the year. And is that for Born the plans are ambitious, since in addition to traditional marketing, thinking of the youngest, it will also be offered under subscription contracts, with a monthly fee that will include the use of the vehicle and other associated services.
This initiative, in addition to respond to the demands of the new generation of drivers and ensure a more efficient sales model sustainable for the brand, it will involve the implementation of the agency model, a disruptive system that will reinforce the presence on-line of the dealer network. What’s more, the brand wants to increase its visibility on the streets by opening City Garage Stores in central areas of the main cities of the world, the next in Munich (Germany) in the second half of this year, and reach 800 points of sale by the end of 2022.
The Cupra Formentor VZ5 arrives
Another of the important announcements of the brand is the launch of a spectacular special edition limited to 7,000 units of the Formentor, the VZ5, equipped with a 2.5-liter TSI five-cylinder engine that develops a power of 390 horsepower.
Cupra Executive Vice President for Research and Development, Dr. Werner Tietz, said of this model that “it is the ultimate expression of combustion performance for car lovers. The VZ5 is the jewel in the crown and one of the best examples of the link between the track and the road, something that our riders Mattias Ekström and Jordi Gené have helped us achieve ”.
Beyond the asphalt
The third pillar of Cupra’s strategy is to generate new experiences and expand to new territories, with the vision of inspiring the world from Barcelona, and as a result has presented the padel racket created in collaboration with the sports brand Wilson for the World Padel Tour player and Cupra ambassador Fernando Belasteguín.
Likewise, during the presentation a new agreement with De Antonio Yachts, a high-performance design yacht firm born in Barcelona and from which the design of the D28 From Antonio Cupra, a yacht with the iconic colors of the automobile firm. One of the objectives is for both brands to explore the creation of a hybrid yacht.