Surge in Cupra Born interest since Labor win

Cupra's Born electric vehicle is proving to be the brand's second most popular model locally – with plans in motion to boost the number of cars destined for our shores, according to the firm's Australian boss.

Due to launch in Australia next month, local executives believe the Born EV could play a bigger role than originally planned in getting the little-known Spanish carmaker off the ground.

Ahead of Cupra's July arrival in Australia, the brand's local director is already pushing to increase the number of Born EVs in the sales mix. Ben Wilks believes the new Labor Government's policies will stimulate the already high level of interest in the VW ID.3-based hatchback EV.

UPDATE, December 2022: Australian Born pricing announced

Cupra has confirmed Australian pricing and features for its Born electric hatch. Get all the details at the link below.

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Cupra has been carefully watching indicators of demand for its cars in Australia, including activity on its online configurator. "It's been the second-highest performing car," said Wilks.

"So Formentor has been the most, about 40 per cent. Born's just after it. I think we're just on 30 per cent of the interest is for the Born. So there's a huge amount of interest there."

With Labor's changes to import duty and Fringe Benefits Tax making EVs more affordable, Wilks is applying pressure to get more Borns. "The demand is certainly there, and we're using that to push to get as much production as possible."

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Asked if the number of Borns allocated to Australia was higher now than before the Federal Election his reply was simple – "absolutely!"

The Born will be added to Cupra's three-model launch line up of Formentor, Leon and Ateca very early in 2023. Initially, only a version with the largest 77kWh battery pack will be offered.

It'll be priced similarly to the Leon VZx and VZe, said Cupra Australia product and planning chief Jeff Shafer. This points to a price-tag of around $60,000 before on-road costs.

"For now, where Australia's at, is having something that's got a good solid amount of [driving] range to have as the first step in our electric offer," he said. "Then we can, down the track, move to other batteries."

The Born is sold in Europe with less costly 58kWh and 45kWh battery packs. Shafer confirmed that both are under consideration for Australia.

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Much depends on whether the Labor Government moves to introduce legally binding emissions limits on new cars sold in Australia.

"I think, like most organisations, we want to see clear and consistent policy at a federal level that allows us to have some stability," Shafer said. State governments have already acted to encourage EV uptake, but the result has been a consumer-confusing range of different incentives.

Ben Wilks believes national measures would be more effective. "It would make a substantial difference," he said, referring to the introduction of legally binding emissions targets.

Since it launched as an independent offshoot of VW Group's long established Seat brand, Cupra has delivered 200,000 cars globally, said CEO Wayne Griffiths at an event this week near Barcelona to preview new models coming by 2025.

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According to Griffiths, Cupra's turnover has grown from €430 million (AU$642 million) in 2018 to close to €2.2 billion (AU$3.3 billion) in 2021. This is "far beyond expectations", he claimed.

There's more to come. "In the mid-term, our aim is to deliver 500,000 cars per year and push forward with our international expansion into new markets as well as entering new segments," he said. He'll be counting on Australia to help make this happen.

That 500,000 production number would make Cupra roughly the same size as its parent, Seat. Importantly, from VW Group's perspective, Cupra's higher profit margins promise to deliver a much better return on investment than Seat's line-up of mainstream models.