Cupra plans to use PHEVs to ease transition to electric in Australia

The upcoming arrival of Cupra is set to stir the pot in Australia's automotive landscape.

Initially launching next year as the fourth brand offering from the Volkswagen Group, Cupra's intentions are clear from the outset – this is a brand aiming to be known for performance vehicles, whether they're powered by an internal combustion engine or electric motors.

Coming to the local market with three models – the Leon, Ateca and Formentor – two of which will be available as plug-in hybrids, the marque aims to ease the transition away from conventionally-fuelled engines to energy from the plug.

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Ben Wilks will head up Cupra's operations in Australia

Cupra Australia brand director Ben Wilks told MOTOR he's excited to launch a handful of PHEVs when the brand debuts in 2022, adding the recently-revealed Born EV will be a pillar of the marque's line-up when it arrives in 2023.

"The move towards electrification is why we wanted the PHEVs to be available at launch", said Wilks.

"Those cars are significant – I can take a Formentor hybrid, do my daily commute, charge it and have it exist on pure EV. I find that quite exciting as a first step, but there’s no doubt we want to have the Born and have it as soon as we can.

"It’s a matter of when and not if [with the Born]. Wayne [Griffiths, Cupra CEO] has given me a good push to make sure the when is a bit earlier than I was anticipating, but we’re working with all of the team to try and make it a reality as soon as we can get it. There’s interest from customers on LinkedIn and more are contacting our information centre – so the sooner we can, the better."

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Cupra Formentor

"We are a young brand but I think it’s exciting because we can say to people we are doing something which no one was doing before and wasn’t on offer.

"In terms of future product, you’ve seen a good guide of where we’re going in terms of electrification with the UrbanRebel concept. If you look at the car and imagine where an road-going alternative could end up, that’s exciting for Australia. Tavascan is an amazing looking product and an electric SUV has enormous appeal for the local market.

"In terms of launching, to come with two SUVs and a sports hatch in three trims, I think we’ve got a strong offer from the start – so having them in the market early is going to establish us quite well. We’ve got plenty to choose from a customer’s point of view because we’re in the segments they want to buy into – we’re not starting at an outrageous price point or a segment which customers aren’t interested in.

"We are doing something a bit different within the segment and unashamedly, we want to be loved not liked. It doesn’t matter if everyone likes us because it’s a compelling and great framework for making decisions within this brand on future product.

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Cupra Leon

Wilks believes the brand's point of difference will be its dedication to providing performance products – not only within the VW family, but in the wider vehicle segment each model is targeting.

"We are a dedicated performance brand and we’re operating in a relatively affordable space for a performance brand, it’s what we’re bringing to Australia.

"Our target isn’t necessarily people who are already interested in VW Group products, rather people who are interested in a brand which has design and performance at its heart, as well as a bit of magic. In this heritage from Barcelona, it’s something special about the soul of the cars and something I sense quite strongly from the team at Cupra.

"These people have a passion for delivering interesting and exciting looking cars which challenge convention – cars don’t have to be boring, and that’s the driving force of what these guys are trying to do and there’s a group of customers which that ethos will be appealing to in Australia.

"That’s what we want to get across and that’s how we distinguish ourselves – a dedicated performance brand with a clear orientation towards design.

"This concept of being a brand which is design oriented but not pretentious – I find this really appealing and something our customers can really buy into as well.

"Being great to look at and great to drive doesn’t have to be the reserve of premium brands, it can be something which is available in a more accessible space. We’re about indulgence and pleasure – but also not super-premium luxury."

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Cupra UrbanRebel concept

All three Australia-bound models are based on VW's MQB platform but Wilks stresses the architecture is purely a blank canvas for the performance of its vehicles, all of which will be set up differently to the related offerings from Volkswagen, Skoda and Audi.

"The MQB Evo platform is an incredible starting point, but there are a number of suspension setting choices around the dynamic package and tuning of electronic stability controls, which govern how the car feels.

"The intent from our engineers is for a car which is responsive – not only on a race track but every time you drive it. Under lockdown we don’t get to drive every day but when we do get to drive, why shouldn’t it be nice? Why shouldn’t it be a pleasure?"

After its arrival in Australia next year, Cupra will transition to becoming an all-electric company by 2030, aiming to phase out its ICE-powered vehicles over the next decade.