Cupra plots rapid electric transition and sales growth in 2021 – Autocar

“We have made clear the statement that Cupra is here to remain. Secret to this development will be the success of Cupra’s brand-new amazed models. The El-Born will assist Cupra to satisfy emissions targets and develop a foothold in brand-new markets where EV uptake is already strong and the needed infrastructure is more innovative.

Cupra boss Wayne Griffiths has actually exposed a strong growth strategy for the Seat-owned performance brand, targeting a quick shift to electrification and significant sales growth in 2021.

Speaking at a virtual event for Cupra’s third anniversary as a standalone brand name, Griffiths said its efficiency has actually exceeded the expectations set out at its launch in 2018, attaining double-digit development (11%) in 2020 – regardless of the pandemic – and the greatest growth rate of any producer in January 2021.

“This terrific start has made me very optimistic and identified to push harder in 2021,” said Griffiths. “That’s why we’re enthusiastic and we want to double sales volume from last year.”

Considering that introducing, Cupra has actually offered 65,000 units internationally, and it now has 3 design lines in dealerships: the Ateca, Leon and Formentor. The latter, which launched in 2020, is receiving strong need, with order banks of as much as 7 weeks presently.

Griffiths plans to continue that fast development by doubling Cupra’s sales in 2021 and taking its share of Seat group sales from 5% to 10% worldwide.

“Once we have all the engine versions in the market, we expect to far surpass our initial goal of reaching EUR1 billion [₤ 865.4 million] turnover,” he said.

“We have actually explained the statement that Cupra is here to stay. I’m personally proud about how our consumers – and the media – are welcoming the Cupra brand.”

Secret to this development will be the success of Cupra’s new electrified designs. There are presently two readily available plug-in hybrid variants of both the Leon and Formentor – the latter of which is expected to account for 50% of all the design’s sales – and another two, as yet undefined, PHEVs due this year.

More substantially, the electric El-born hot hatchback is due to release this year. Based on the same MEB architecture as its Volkswagen ID 3 sibling, the El-Born will can as much as 310 miles per charge and will embody Cupra’s commitment to performance, with a sub-3.0 sec 0-31mph time, aggressive styling and race-inspired interior information.

The El-Born will assist Cupra to satisfy emissions targets and develop a foothold in brand-new markets where EV uptake is already strong and the needed infrastructure is more innovative. It will likewise show up alongside a radical reinvention of Cupra’s retail design, which aims to integrate aspects of the online and in-person car-buying experience.

“The objective is to react to the demands of the brand-new generation of clients,” said Griffiths, “and ensure a sustainable sales model for the brand name and its investors in the future.”

Cupra intends to have 800 retail sites open by the end of 2022 and will open its 3rd standalone ‘garage’ facility in Munich later on this year, following the opening of comparable websites in Hamburg and Mexico.

The virtual experience will begin to play a significant role in the brand name’s expansion, nevertheless, with the brand-new ‘e-garage’ ending up being a platform for Cupra owners and fans to satisfy brand name representatives and participate in presentations.

Aftersales employer Lourdes de la Sota stated the new service “digital, disruptive and linked, but constantly with a human touch”.

Looking ahead, Griffiths reintroduced the bold Tavascan conceptand repeated a guarantee that Cupra is “working hard” to make it a truth. He formerly said that he’s committed to “the dream” of putting the 302bhp electric efficiency SUV into production, but he suggested that it won’t occur prior to 2024.

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