At the beginning of the adventure of Cupra, few expected such fast growth in the market. The Volkswagen Group carmaker was founded to give Seat a premium dimension it didn’t have, and ended up becoming an Audi alternative. The brand appeals to young audiences, is well positioned on electrification and has great potential yet to be explored in terms of range expansion.. In short, it is fashionable. And it is indirectly giving Seat displeasure, because it has taken its dynamism, obscuring it a little. In Italy, Cupra’s growth is insane: in one year it has reached Honda’s market share. While Seat has remained at the same level as in 2020, under another related brand that gnaws space, such as Skoda.
“We have always believed in it, immediately setting ambitious targets. But the peculiarities were evident: a design different from those of the competitors, a correct price positioning, the general quality and the range of engines: it was the first time that Audi has supplied its own engine, the 2.5-liter turbo 5-cylinder RS3, to another brand. And an unprecedented driving pleasure for the segment: practically every test drive in the dealership brought a contract. We did not do anything exotic, mind you, if anything we put into practice the desire to tell something new, entering a sector considered as full as that of SUVs. Let’s say we took the best things off the shelves to make the new Formentor»Pierantonio Vianello, brand director of Cupra and Seat, told the Quotidiano.
“We don’t want to be premium but not basic either. Suv customers have an average age of 56, those of Formentor 43. So we hit the bull’s-eye: we can only deliver half of the cars ordered“. But there is not only this model. The electric Born, the Tavascan and the Urban Rebel city car are ready at the starting line to continue on this path, towards cars with a sporty soul that are not too out of reach for the wallet.
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