CUPRA Born spearheads CUPRA’s 2021 electrification strategy

Three years after launching as a standalone brand, CUPRA heads into 2021 with fresh momentum. The CUPRA Born-the confirmed production name for the CUPRA el-Born concept-will be the company’s first fully electric model and the spearhead of this next phase.

Speaking at an online event hosted on CUPRA’s e-Garage virtual platform, the Volkswagen Group’s youngest brand set out its roadmap for the years ahead-and it is an assertive one.

CUPRA’s ambitions for 2021

CUPRA President Wayne Griffiths outlined the targets for the year, saying: “CUPRA surprised everyone over these three years and even kept growing during the pandemic. These great results give us optimism to face 2021 with even more strength: this year, we want to double 2020 sales volume and reach a mix of 10% of the company’s total volume”.

To deliver that kind of expansion, CUPRA is working to a plan built around three distinct “pillars”: electrifying the range, rolling out a new distribution strategy, and building the wider “brand universe”.

CUPRA Born: the first of a new era

On electrification, CUPRA is aiming for plug-in hybrid versions to account for 50% of total Formentor sales, alongside a fully rounded line-up of electrified models.

Even so, the CUPRA Born is positioned as the standout model within CUPRA’s electrification drive. Its launch is scheduled for this year, helping not only to cut CUPRA’s CO2 emissions but also to accelerate the brand’s broader transformation.

CUPRA Born subscription model and distribution changes

That transformation also extends to sales and distribution. The Born is set to support a new approach in which the car will be available via subscription, with a monthly payment covering use of the vehicle plus other related services-forming the second pillar.

According to Autocar, CUPRA will follow the Born with another electric model due in 2025. Smaller than the CUPRA Born, it is expected to use “mini-MEB”, the smaller version of Volkswagen’s MEB architecture currently under development, designed to underpin more compact electric cars comparable in size to a SEAT Ibiza or a Volkswagen Polo.

The other pillars

Beyond reshaping its business model, CUPRA also intends-still under the second growth pillar-to become more visible on the street. To do that, it plans to open “City Garage Stores” in central districts of major cities worldwide.

The brand’s goal is to broaden its global retail footprint, with 800 sales points planned by the end of 2022. Alongside this, CUPRA also wants to strengthen its team with 1000 additional CUPRA Masters.

Expanding the CUPRA brand universe internationally

Finally, the third pillar-growing CUPRA’s brand universe-will focus on creating new experiences, with the aim of moving into new international markets. Those highlighted include Mexico, Israel and Turkey.