Cupra opens more showrooms in lead-up to new model launches

April 2024: More new Cupra showrooms announced

The Volkswagen-owned Cupra brand has announced a number of new locations, growing its Australian presence as it moves closer to adding key new models to its range.

Earlier this month, a third Queensland location opened at Cupra Brisbane, joining existing Indooroopilly and Gold Coast spaces. The Brisbane and Gold Coast locations include both sales and service centres.

A new Victorian 'pop-up' location also opens this month at Tullamarine, and late April will bring the opening of the Cupra Macarthur service centre, to be joined by a pop-up sales location later in the year. A permanent Cupra Garage will open there in 2025.

“We’ve seen some of the biggest names in Australian automotive like Alto Group, Eagers Automotive and Zagame Automotive Group really get behind the CUPRA brand with multiple locations," said CUPRA Australia Director, Ben Wilks.

"We’re looking forward to working with some of the best in the business to drive the CUPRA brand forward in Australia."

July 26: Cupra announces Hobart showroom

Cupra, Volkswagen's Spain-born performance marque, will open a new 'Garage' in Hobart in the coming weeks.

The new showroom, the brand's 10th in Australia since launching 12 months ago, will be located on Warwick Street in Hobart. The site was previously operated as a used-car dealership by Jackson Motor Company (JMC), which will manage the new Cupra location.

JMC currently sells new and used cars out of six locations in Tasmania, specialising in models from Volkswagen, Audi, Kia, Isuzu Ute, Suzuki, Mitsubishi, Ford and Subaru.

In announcing the new location, Cupra Australia described JMC as "by far the most significant automotive retail operation in the island state".

Cupra Australia boss Ben Wilks said: "JMC’s commitment to CUPRA literally gets us on the map in that market, providing coverage that a brand with our ambitions needs."

March 26: Adelaide Garage opens

Cupra has once again expanded its Australian presence with the opening of a new 'Garage' showroom in Adelaide.

Located at 11 Waymouth Street, the Barcelona brand's new home in the South Australian capital is operated by Solitaire Automotive, a group which has represented European and prestige automotive brands since 1971.

Having operated to this point from temporary premises, CUPRA's new SA home coincides with the release of the brand's Born fully-electric hatchback.

"The commitment of Solitaire, a group of such longevity and distinction, and the impressive facility in a busy CBD area combining business interests and high quality dining, is a glowing endorsement of Australia's newest and most dynamic brand," said Cupra Australia Director Ben Wilks.

The Adelaide site joins the three Garages owned by AP Eagers (Indooroopilly, Gold Coast, Perth), Zagame's Melbourne pair (Chadstone and Richmond), Sydney's Alto Prestige (CBD and Artarmon) and Canberra's Lennock Motors.

Wilks said further Cupra Garage announcements will be made shortly.

Our original story continues below unchanged.

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December 2022: Cupra’s entry into Australia is strengthening with two large automotive retail groups expanding their dealership network into Brisbane and Melbourne.

AP Eagers currently operates 'Cupra Garages' in Perth and on the Gold Coast, and the giant has now opened its newest venue on the Automall in the Indooroopilly Shopping Centre.

The space boasts 220 square metres, which allows for all four of Cupra’s models to be available for customers to experience – with the all-electric Born EV anticipated to arrive shortly. Servicing is also available at the shopping centre.

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Cupra Born BEV

Over on the southern side of the continent, Zagame Group will be adding to its existing Chadstone showroom by opening a 576-square-metre garage on Swan Road in Richmond.

This space allows for six vehicles in the showroom for potential customers to inspect. A service centre is located at nearby King Street in West Melbourne.

“These Garages are all about modernising customer interaction, about taking Cupra to where they live,” said Ben Wilks, Director of Cupra Australia,

“Cupra’s Indooroopilly Garage fits neatly into a hugely busy retail destination. Our Richmond Garage sits on one of Melbourne’s iconic old high streets with its array of popular shops and restaurants.”

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Cupra Ateca SUV

While confidence was expressed in the online purchasing process, Wilks did indicate that the showrooms added another layer that would help customers better understand their potential purchase.

“While you can conduct your Cupra purchase online – with the surety of drive-away pricing – we want to give you the opportunity to see, touch and feel our cars in great places run by knowledgeable and friendly Cupra Masters.”

The growing presence of Cupra punctuates the debut year for the brand, with the launches of the Formentor seeing 554 sales to date, with 209 sales for the Ateca, and 151 Cupra Leons finding their way to Australian homes according to the latest report from VFACTs.