Cupra is barely six months old, but it’s looking to expand its footprint already.

    The Spanish subsidiary of the Volkswagen Group currently has nine shopfronts (known as Garages) in Australia, across New South Wales, Victoria, South Australia, Queensland, and Western Australia.

    The sporty Spanish offshoot of SEAT says it has taken more than 1500 orders since hitting Australia in May, and will deliver more than 1000 cars by the time 2022 draws to a close.

    Cupra Australia brand director Ben Wilks told CarExpert there are a few gaps that could yet be filled.

    “The story continues. There does need to be expansion,” he said.

    “There’s expansion points we need to get to. We know there’s places where we’ve got customers and they’re keen to see us, we just have to find the right opportunity, and the right bit of real estate to be in to be able to meet that,” he said.

    “It’s important for us to unlock additional service opportunities as well, so we can make sure when we have customers – for example, in the western part of Sydney there’s a great opportunity there.

    “We’re looking at unlocking some additional service points for our customers there. You’ll see that expansion plan throughout 2023 and 2024.”

    Mr Wilks confirmed Cupra is looking to replace its popup at the Chadstone Shopping Centre in Melbourne with something more permanent, while Bobby Zagame, head of the group running the Richmond Garage, expressed interest in expanding aggressively in Victoria.

    Along with Zagame, Cupra has partnered with AP Eagers, the Alto Group, and Solitaire Automotive to operate its Garages.

    Although it’s partnered with traditional dealer groups, the brand is selling using a fixed-price agency model.

    Scott Collie

    Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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