Cupra, the Spanish performance car brand, has hit a significant milestone in the Australian market: delivering its 10,000th vehicle just four years after its initial launch. The delivery coincides with the opening of its new “Garage” showroom in Essendon Fields, Melbourne, marking a period of rapid growth for the brand.
Rapid Growth and Market Confidence
The 10,000th vehicle sold was a Cupra Terramar, the brand’s newest SUV model. Jerome Figuiere, director of Cupra Australia, described the achievement as proof of the company’s growing connection with Australian drivers. This success is particularly notable given Cupra’s relatively recent emergence as an independent brand.
The move to Essendon Fields, a high-traffic car dealership area alongside major brands like BMW, Land Rover, and Volvo, demonstrates Cupra’s confidence in the Australian market. The new location replaces a previous dealership in Richmond, still operated by Zagame Automotive Group.
Expanding Product Line and Sales Momentum
Cupra’s growth is driven by an aggressive product rollout. Last year saw the launch of the Terramar and Tavascan SUVs, as well as updates to the Leon hatchback and Sportstourer models. These new offerings contributed to a 21% increase in Cupra Australia’s sales over the previous year.
Looking ahead, Cupra plans to launch an updated Formentor crossover (its best-selling model) and the all-electric Born VZ hot hatch in 2024. The brand is also part of a larger European success story, having produced its one millionth vehicle globally in late 2023 – despite not being available in major markets like the US or China.
Future Plans: Electric Expansion
Cupra’s momentum will continue with the introduction of the Raval, a city-sized electric vehicle, in 2026. This model will be built alongside the Volkswagen ID. Polo at the company’s Martorell factory in Barcelona, leveraging a shared electric platform.
Cupra’s rapid expansion and strong sales figures underscore a growing demand for performance-focused vehicles in Australia, and the brand is poised to further capitalize on this trend with its upcoming electric models.
The Australian market has clearly shown an appetite for Cupra’s distinctive approach, and the company’s commitment to innovation suggests this growth will continue.
