Cupra boss Wayne Griffiths announced a bold expansion strategy for Seat’s performance brand, aiming for a rapid transition to electrification and significant sales growth in 2021.
Speaking at a virtual celebration for Cupra’s third anniversary as an independent brand, Griffiths said its performance exceeded anticipated expectations at its 2018 launch and achieved double digit growth (11%) in 2020 – despite the epidemic – and the highest growth. rate of any manufacturer in January 2021.
“This great start made me very optimistic and determined to put more pressure in 2021,” Griffiths said. “That’s why we are ambitious and want to double our sales volume compared to last year.”
Cupra has sold 65,000 units worldwide since its launch and currently has three model lines at dealerships: Ateca, Leon and Formentor. The latter, launched in 2020, is currently receiving strong demand with order banks for up to seven weeks.
Griffiths plans to continue this rapid growth by doubling Cupra’s sales in 2021 and taking its share of Seat group sales from 5% to 10% globally.
“ We hope to go well beyond our goal of reaching 1 billion Euros when we have all engine variants on the market. [£865.4 million] turnover ”he said.
“We have clarified the announcement that Cupra will stay here. I am personally proud of how our customers and media have embraced the Cupra brand.”
Key to this growth will be the success of Cupra’s new electric models. There are currently two plug-in hybrid variants of both Leon and Formentor available – the latter is expected to account for 50% of the entire model’s sales – and the other two PHEVs that are yet to be released this year.
But more importantly, the electric Hand-born hot hatch will hit the market this year. Based on the same MEB architecture as its Volkswagen ID 3 sibling, the El-Born will have a capacity of 310 miles per charge and embody the Cupra’s commitment to performance with a sub-0-31 mph time, aggressive style and racing. – inspired interior details.
El-Born will help Cupra meet its emissions targets and build a foothold in new markets where EV acquisition is already strong and the required infrastructure is more developed. It will also come with a radical reinvention of Cupra’s retail model, which aims to combine elements of the online and in-person car buying experience.
“The goal is to respond to the demands of the next generation of customers and provide a sustainable sales model for the brand and its investors in the future,” Griffiths said.
Cupra aims to open 800 retail sites by the end of 2022 and will open its third independent ‘garage’ facility in Munich later this year, following the opening of similar sites in Hamburg and Mexico.
The virtual experience will begin to play an important role in the expansion of the brand, but the new ‘e-garage’ will become a platform for Cupra owners and fans to meet and participate in presentations with brand representatives.
Aftermarket boss Lourdes de la Sota said the new service is “digital, disruptive and connected, but always with a human touch”.
Looking ahead, Griffiths reintroduced the bold Tavascan concept and repeated the promise that Cupra “worked hard” to make it happen. He said earlier that he had committed to his “dream” to put the 302bhp electric performance SUV into production, but said it would not be until 2024.