CUPRA is predicted to supply an all-new halo sports activities automotive mannequin in a bid to lure North American prospects because the model builds as much as a possible launch in the US.
Cupra CEO Wayne Griffiths introduced the model’s plans to develop into the US at IAA Mobility 2023 in Munich, the place he outlined that the work is effectively underway to maneuver past Europe, and past Australia, with the Spanish marque’s growth.
“Cupra’s profitable launch in Australia was step one in the direction of electrification in international markets, and now we’re wanting on the subsequent step,” stated Mr Griffiths.
“As a result of if we need to be thought of as a very international model, we’ve got to suppose large. Which is why we’re engaged on our entry technique into the North American market.
“Consider me, we don’t underestimate how large a step that is. However at Cupra we love a problem. Our plans on this space are transferring in a optimistic route, the testing of the model with potential prospects in states like California, the place the outcomes have been actually encouraging,” he stated. “And on the identical time (we’re) making ready a particular portfolio of BEV vehicles and our distribution technique for the market.
“We’re additionally evaluating and taking a look at manufacturing choices throughout the Volkswagen crops within the area, and I hope I can share extra details about this quickly. However I’m assured we’ve got the appropriate technique in place to make Cupra an American success story,” he stated.
It’s understood that Cupra might look to utilise each Volkswagen and Audi’s crops in Mexico to construct the zero-emissions fashions for the US market, profiting from tax advantages and commerce agreements within the course of.
Mr Griffiths additional acknowledged that the model’s entry into the US would wish some form of halo mannequin to assist the corporate make its mark, and that car could possibly be a manufacturing interpretation of the DarkRebel idea automotive proven at IAA Mobility 2023.
The brand new idea – which was formed by suggestions from greater than 270,000 prospects and fanatics from all over the world – is a low-slung sports activities automotive with a capturing brake physique model, and positively doesn’t look very similar to anything within the VW Group product portfolio.
Nonetheless, Mr Griffiths stated the model wants one thing that may stand out, and a production-ready tackle the DarkRebel theme could possibly be the appropriate car for that job within the US.
“It’s not a standard sports activities automotive as a result of it is electrical at that measurement… so we attempt to do one thing totally different than only a conventional sports activities automotive – that would not make sense for us, we’ve got nice manufacturers that do conventional sports activities vehicles, Porsche, Lamborghini, even Audi is doing sports activities vehicles. We now have sufficient manufacturers and we have to do one thing totally different in any other case it doesn’t make sense,” he stated.
“However relating to the US, I imply, when it comes to quantity and profitability, you are proper, you would wish extra of an SUV. Or to enter greater segments. This isn’t a automotive to go and do quantity or earn cash with.
“However this automotive would have a huge effect on our complete model, and the model place of Cupra and that’s essential. We’re not doing this automotive for the volumes, or this revenue alternative or no matter, if we do that automotive, it’s to maneuver the model to the subsequent stage.
“As different vehicles have executed for different manufacturers up to now, as if we need to develop into an iconic model, which we do, then you definitely want icons. And this automotive might develop into an icon and now it is the appropriate time to do it in our historical past,” he stated.
When requested if the automotive might sit upon a shared platform from throughout the Volkswagen Group, Mr Griffiths didn’t need to converse to the specifics of a possible manufacturing interpretation of the automotive.
“You do not know all of the platforms which are deliberate within the Volkswagen Group in the meanwhile, there are lots of manufacturers within the Volkswagen Group and plenty of prospects,” he stated.
“We do not have a platform. We now have decided on platform, and I am not getting right into a platform dialogue right here right this moment. It is a present automotive,” he stated. “However we don’t do present vehicles that we will’t do. A present automotive is a provocation, it exhibits what you need to do together with your design and the way far you go. And up to now once we’ve executed present vehicles – Formentor, Tavascan – the sequence manufacturing vehicles are fairly near these present vehicles. It’s at all times our ambition to not tease after which not ship, however to tease after which ship.”
Cupra Chief Working Officer, Sven Schuwirth, instructed GoAuto on the Cupra House in Munich that the model has a goal in thoughts in terms of a possible worth level for such a mannequin.
“I believe it could not make sense to go for a 200,000 euro automotive, so it must be considerably beneath 100,000 for positive. Considerably beneath,” stated Mr Schuwirth. For context, it could must be USD$92,605 (A$145,281) to be lower than €100,000, based mostly on forex charges on the time of writing.
“In any other case I believe we might enter the territory of luxurious manufacturers which isn’t our intention as a result of preserving in thoughts we’re positioned as a up to date model at all times searching for the youthful generations,” he stated. “That’s the advantage of Volkswagen Group – there are lots of, many various platforms or applied sciences.”
When requested if it could share a platform with the brand new electrical Boxster and Cayman fashions, that are anticipated to stay underneath the 718 EV umbrella of their subsequent technology guises, Mr Schuwirth replied, “could possibly be”.
“We’d like a efficiency platform, a low one and likewise an inexpensive platform in an effort to obtain that worth level, or to fulfill that worth level,” stated Mr Schuwirth.
He known as out Cupra’s present most costly mannequin, the Formentor VZ5, which has an inventory worth of €66,980 ($A112,658), and indicated that someplace close to €75,000 (A$126,139) could possibly be the ceiling for Cupra prospects in Europe.
Cupra unveiled the DarkRebel idea car on the Munich motor present this week, and the model is predicted to have a bumper yr in 2024 because it restyles its vary to deliver the disparate fashions nearer collectively when it comes to design.
The corporate will launch facelifted variations of the Cupra Born electrical hatchback, the Formentor midsize SUV and the Leon hatchback and Sportstourer, and also will launch the brand new Tavascan coupe-style crossover and the Terramar midsize SUV subsequent yr.
Cupra introduced first-half 2023 working revenue of €370 million ($A622.3 million), and a turnover in extra of €7 billion ($A11.7 billion) within the first half of 2023.
The model has to date offered 2109 autos in Australia to the tip of August 2023, forward of the likes of extra established manufacturers comparable to Peugeot (1649) and Genesis (1251).
