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Volkswagen Group Australia (VGA) has confirmed that the Cupra performance brand will enter the local market in 2022, likely spearheaded by its go-fast Formentor and Ateca SUVs.
As a performance-orientated brand that builds on existing Seat models, Cupra is set to line-up against offerings from Hyundai’s N division and Toyota’s GR stable, though the exact range is yet to be confirmed.
Overseas, the Cupra range encompasses the Golf-based Leon hot hatch and wagon, the Skoda Karoq-sized Ateca crossover, Formentor SUV coupe, and all-electric Born, but given VGA’s measured rollout of tailpipe emissions-free models, expect the latter to remain off the table for now.
A second all-electric SUV is also set to join Cupra’s line-up, the MEB-based Tavascan, due to launch in Europe from 2024, which could also be made available to Australian down the line.
Though based on Seat models, don’t expect any to arrive wearing the Spanish brand’s badging, as Cupra was spun out into its own brand in 2018.
It is currently unknown how VGA will present its Cupra line-up locally – whether showroom space will be shared with existing VW and Skoda dealerships, or if it will have its own standalone outlets – but an announcement will be made in April.
Pricing is also a big unknown for the Cupra line-up, but given its lower position in the VW Group hierarchy, its models could undercut established players like the VW Golf GTI and Hyundai Kona N.
The Cupra line-up is also likely to be much more affordable than premium offerings like the Mini Countryman JCW and Mercedes-AMG GLA35, despite its European roots and manufacturing.
But a lower pricetag doesn’t mean a compromise in performance, with the Cupra Leon, Formentor and Ateca all available with a turbocharged 2.0-litre petrol engine.
Outputs reach as high as 228kW in the Leon and Formentor, while the Ateca makes do with 221kW.
All three models are available with all-wheel drivetrains, paired to a seven-speed dual-clutch automatic transmission, while the Leon is also offered in front-drive, 180kW configuration like the Golf GTI.
VGA boss Michael Bartsch said the Cupra brand is expected to resonate well with local buyers.
“With its unique models combining stimulating style and contemporary performance, Cupra would scarcely be a range better bespoke to a certain Australian customer set,” he said.
Meanwhile, Cupra boss Wayne Griffiths said the new marque will fill a niche in the local market, meaning volume and sales could be kept low.
“Australia is a young market and Cupra is a young brand,” he said.
“Customers are looking for new brands, there is a high middle-class income and it is a progressive society. We are confident that Cupra can be successful in this country.”
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