Cupra, the performance sub-brand of the Spanish carmaker Seat, which is part of the Volkswagen Group, is looking to expand globally by exploring new markets. Cupra aims to become one of the top 100 best global brands by 2030, and to achieve this goal, the brand is focusing on six key areas for growth, including its globalization strategy. To this end, Cupra plans to open new boutiques known as City Garages in Berlin, Madrid, Manchester, and Paris this year, and to add 500 new expert sales and service personnel called Cupra Masters in 2023, taking the total to 2,000.
Cupra is also considering a potential entry into the North American market, and is currently analyzing the move and testing the brand with potential clients. Last year, Cupra experienced significant sales growth, with over 150,000 vehicles delivered, nearly double its sales compared to the previous year. The Cupra Formentor, the brand's first standalone model, accounted for 63.8 percent (97,600 vehicles) of all sales. The Cupra Born achieved 31,400 deliveries in its first full sales year.
Despite Cupra's success, Seat saw a decline in overall sales compared to the previous year. Cupra's largest market in 2022 was Germany, with 58,400 vehicles sold, representing an 89.9 percent increase from the previous year. Spain led Seat's sales, with 49,200 cars sold, representing a 30.4 percent decrease.
Cupra plans to launch its biggest-ever product offensive, starting in 2024 with the release of the Tavascan and Terramar, followed by the Cupra UrbanRebel in 2025. These new models will enable the brand to enter new segments and markets, with the aim of selling 500,000 cars annually and hitting its mid-term goal.
Source: Seat
