CUPRA may be a newer name in the Australian automotive market, but it’s already making waves. As Ben Wilks, Director at CUPRA Australia, explains in an exclusive interview with Fleet News Group.
“CUPRA is not trying to be loved by everyone. We want to be loved by some.” This unique approach stems from its roots as part of the Volkswagen Group, allowing it to carve out a niche with a focus on innovation, design, and electrification.
A Brand Born from Racing
CUPRA’s origins trace back to a race garage in Barcelona in 2018, where seven people envisioned a brand that retained the fun of driving, even as the world moves towards electrification. “CUPRA comes from cup racing,” Wilks notes. Starting from this heritage, the brand aims to blend performance with a commitment to sustainable driving. CUPRA’s Australian journey began in 2022 with models like the Leon hatch, Formentor sports SUV, and Ateca midsize SUV, which have gained traction for their design and driving dynamics.
Expanding the Range
CUPRA has been rolling out a diverse range of models, each designed to appeal to a different kind of driver. The CUPRA Born, Australia’s first EV under $100k from Volkswagen Group Australia, was launched in 2023 and has been well-received. “It prioritises driving quality, steering dynamics, and handling,” Wilks points out, highlighting its sporty edge. Following this, CUPRA plans to launch the Tavascan, a fully electric SUV that will offer a spacious interiorand a larger boot, tapping into Australia’s love for SUVs. “The Tavascan is a game-changer for us,” Wilks adds, underscoring its role in broadening CUPRA’s reach.
Plug-In Hybrids and the Transition to Electric
CUPRA’s strategy is not just about fully electric vehicles. Wilks sees plug-in hybrids (PHEVs) as essential for the Australian market.
“Plug-in hybrids offer a practical solution during the transition, allowing up to 50 km of pure electric range on a single charge, covering typical daily commutes,” he explains.
As the technology advances, future models will provide over 100 km of electric range, making them even more viable for longer journeys.
CUPRA’s commitment to PHEVs is evident, with models like the Formentor offering both petrol and plug-in hybrid options. According to Wilks, this diversity in drivetrains is critical as buyers adjust to the mindset of plugging in their cars regularly.
Fleet and Novated Leasing Opportunities
CUPRA has identified significant potential in fleet sales and novated leasing, driven by tax incentives and a shift towards greener fleets.
“We’ve seen nearly a 70% increase in our plug-in hybrid sales year-over-year,” Wilks reveals. CUPRA’s models, particularly PHEVs, cater well to the fleet sector, offering low emissions and cost-effective fuel efficiency.
As more businesses and drivers look for sustainable solutions, CUPRA’s range of electric and hybrid models aligns well with their needs. Fleet managers are often hesitant about whether drivers will regularly charge PHEVs, but Wilks sees it as an opportunity for education. “We can work with fleet teams to help drivers understand the benefits of plugging in,” he says, noting that proper PHEV usage can lead to minimal fuel consumption .
The Future Looks Bright
CUPRA is actively pursuing partnerships to promote novated leasing, with new offerings tailored to small and medium-sized enterprises (SMEs). As CUPRA continues to expand its range and focus on education, Wilks is optimistic about the brand’s future in Australia.
“We’re not here to be mainstream. We’re here to be memorable,” he concludes. The mix of performance, electrification, and thoughtful change management could indeed make CUPRA a favourite among fleet managers and novated lease buyers looking for something different in their next vehicle.
