Cupra clocks up 12,000 ‘expressions of interest’ ahead of Australian launch


The global boss of Cupra says Australia will have a healthy supply of new vehicles when the first shipments arrive in the coming weeks.

Joshua Dowling




Cupra – the performance offshoot of Volkswagen-owned Spanish brand Seat – will launch in Australia later this year with healthy stock levels in an attempt to reduce waiting times.

The global boss of Cupra, Wayne Griffiths, told Australian media this week the company has allocated sufficient stock levels to give the brand a push-start Down Under.

Cupra Australia says it has already received more than 12,000 “expressions of interest” for its new model line-up, almost a third of which were for the Cupra Born electric hot hatch.

However, order books won’t formally open for a few more weeks, once prices are announced and production for Australia commences.


“We have expressions of interest right now but we don’t have orders open,” said Cupra Australia product planner Jeff Schafer.

“We’re looking at opening orders later in the year around the time the car goes into production.

“We’ve got a few hundred orders already in the system … before the showrooms have opened … for Leon, Ateca and Formentor.”

The first three Cupra “hot hatch” SUVs due later this year are due to be followed by the Cupra Born electric car early next year, before the roll-out of a range of all-new models such as the Tavascan electric medium SUV (a twin to the VW ID.4, the Terramar PHEV SUV, and UrbanRebel electric hatch.

“Right now you can go on to our stock search and you can see stock that’s available (for Australia),” said Mr Schafer.

“They’re all physical cars that have exited the factory. Depending on your location (in Australia), you can see where the car is in the supply chain … from a few weeks to a few months.”

Cupra says there are already about 600 cars available on the stock search portal right now “plus there is more in production”.


All Cupra cars will be sold at non-negotiable fixed prices, initially via showrooms in Sydney, Brisbane, Melbourne, and Canberra as well as the Gold Coast, Adelaide and Perth. For now there are no Cupra outlets in Tasmania or the Northern Territory.

The global boss of Cupra made modest sales projections for Australia of about 2000 cars per year initially, before eventually climbing to a 5 per cent share of the electric-car market – and said the company had set aside sufficient stock to give Cupra a rolling start. 

“We’ll certainly be the looking to make sure we can supply to the demand if possible,” said Mr Schafer. 

Joshua Dowling

Joshua Dowling has been a motoring journalist for more than 20 years, spending most of that time working for The Sydney Morning Herald (as motoring editor and one of the early members of the Drive team) and News Corp Australia. He joined CarAdvice / Drive in 2018, and has been a World Car of the Year judge for more than 10 years.

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