Cupra brand launches with a focus on electric cars

Adventurous new European car brand plans an unconventional approach to selling cars and a model line-up that pushes the boundaries.

New Spanish car maker Cupra says the time is right for an unconventional brand in the local market.

The maker’s global boss, Wayne Griffiths, says Cupra has “a new generation of car lovers” in its crosshairs and is hoping to sidestep existing brand loyalties in the process.

“It’s the right time … to be launching a new brand,” says Griffiths of a car market undergoing unprecedented disruption with the arrival of new brands and technologies, including electrification.

“There’s a generation of consumers out there that are looking for different brands than their parents or grandparents have driven.”

New brand Cupra is going after a younger audience. Picture: Supplied.

He says the Cupra sales pitch extends beyond mere transport.

“We want to do emotional, sexy cars that are fun to drive in an electrified world,” he says.

The brand says its DNA is “always electrified and, long term electric”.

It plans to sell only EVs by 2030.

The design and performance-focused manufacturer is launching with three models – Ateca, Leon and Formentor. Two of them will be available as plug-in hybrids, a technology the company says will aid the transition to pure electric vehicles.

As with Tesla, Honda and Mercedes-Benz, cars will be sold for a fixed price both online and through agents. Prices start at $54,990 drive-away.

Prices for the Cupra range start at $54,990. Picture: Supplied.

Early next year Cupra will beat parent Volkswagen to the local market with an EV in the form of the Born, a rear-drive hatchback with an “e-boost” mode for added performance. It’s expected to be priced from about $60,000, undercutting the top-selling Tesla Model 3 and making it eligible for rebates in most of the country.

On the subject of rebates, Griffiths has called on the Federal Government to introduce national incentives for EV buyers.

He says state and territory based initiatives – such as the ACT’s proposed 2035 ban on sales of petrol cars – will accelerate the take up of electric cars, but a cohesive national strategy is essential.

The line-up will initially include plug-in hybrids, but an EV will arrive next year. Picture: Supplied.

“Obviously regional initiatives are good, but at some point you need … clear national initiatives for consumers that they know it’s smart to buy an electric car,” says Griffiths.

“When you see that happening together with a clear plan on the [recharging] infrastructure then you can see the electric segment of the market grow very quickly within the period of two or three years and really get from 5 per cent to 20 per cent [share].”

Cupra plans to play on its Spanish heritage – copper highlights on the cars reference the morning sun across Barcelona – and is looking to establish a niche between mainstream players such as Mazda and Toyota and luxury brands such as BMW and Audi.

The Born will be Cupra’s first electric vehicle. Picture: Supplied.

“We want to be above the mass segment, not miles away, so 5 per cent [prices] … but not in the premium segment,” says Griffiths.

Cupra plans to sell about 1600 cars in its first year before ramping up to 7000 vehicles within a couple of years.

With the Born and upcoming electric UrbanRebel and Tavascan models due by 2025 it wants to “hopefully get to a relevant market share, which would be around 5 per cent of the electric market,” according to Griffiths.

“We need to be relevant, otherwise we’re just a niche player. We don’t want to be that.”