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The newly formed "Cupra Division" used the Cupra Ateca driving presentation to introduce themselves. Since each division also has its seat, it was possible for the first time to take a look at the seat of the sports brand of the Spanish brand Volkswagen Seat – but only in the form of animation.
Khaled Soussi, sales and marketing manager, was more impressive: in the first nine months of 2018, sales of the Leon Cupra rose by 56% compared to 2017, from 6,799 to 10 614 in the world. In Germany, the main Cupra market, the number of newly registered Leon Cupra has even increased by 64 percentage points. Convincing also the more than 66% in the United Kingdom, the growth of 155% in Mexico is remarkable.
From this point of view, even low absolute numbers bring a lot of brilliance, especially when the new brand, with its growth rate, allows for high expectations and exceeds the growth of the parent brand. In total, Seat achieved exceptional sales growth of 17.1% in the first nine months of the year compared to the same month in 2017, representing 415,600 units worldwide.
If not, when should a company consider expanding its own brand portfolio? The market is growing well and the Seat brand still has a lot to do. It is therefore not surprising that, initially, the workforce grows from 50 to 75 employees.
More than the construction of animation and manpower, the Cupra Ateca highlights the strategy of the brand. Located between the volume market and the performance segment, the sports SUV has a unique selling point: no model of the competition offers such a comparable equipment and 300 hp engine power at a price of 42,500 euros.
With its own television advertising and its core values of "singularity", "sophistication" and "performance", Cupra targets the highly competitive market of mid-to-high-income buyers aged 35-60.
In the coming months, Seat's 277 branches around the world will receive a "Cupra Coin" in which specially trained "Cupra Masters" will be active. They should help make Cupra not just another car brand. Their goal is to build a "Cupra community", an experience that should go beyond the pure vehicle. This includes from 2019 the supply of accessories in their own world Cupra brand. Motorsport activities will also be included, with the Cupra TCR and the Cupra E-Racer.
The Cupra Ateca will be exhibited at the end of November 2018 at the appropriate dealers. In 2019, the Seat Leon R Cupra R will be used to upgrade the smaller model, before the next generation of the Cupra Leon and a CUV (crossover utility vehicle) are expected in 2020, in addition to a very special model Cupra. (Ampnet / av)
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