About CUPRA
Inspiring the World From Barcelona
Our Vision hails from Barcelona. We are powered by the city’s vibrant spirit, zest for life and artistic energy – enriching every CUPRA vehicle with a distinctive personality.
Our Mission is to create exponential experiences and transcend traditional automotive boundaries. We create cars that awaken the senses and evoke emotion – through innovative engineering, progressive design and electric performance.
What CUPRA stands for
CUPRA is where design meets innovation and engineering excellence. Our goal is to infuse every vehicle with the passion and energy of Barcelona, and in doing so, inspire the world.
Our name can be traced back to our triumphant origins in motorsport – a fusion of 'Cup' and 'Racing'.
CUPRA vehicles are designed and engineered in Spain, where the CUPRA car brand was founded. We are also proud members of the Volkswagen Group.
Learn more about CUPRA Origins what drives our obsession here.
Stimulating Style
Understated yet unmistakeable, our cars exude a powerful presence from every angle.
With an unwavering attention to the finest details, our design process encompasses all elements, from textures to ambient lighting, to awaken the senses and raw emotion.
Expect pure innovation, audacious contours and unexpected beauty.
Electrifying Performance
We stand firm in our commitment to electrification, prioritising a future that is sustainable but without sacrificing the driving passion that has made CUPRA one of Europe's fastest growing brands.
We have already garnered critical acclaim on the global stage with prestigious accolades including a Red Dot Design Award and What Car? Awards.
Unconventional Challenger
We are rebels with a cause and a catalyst for change, breaking the norms on a journey to redfine the the art of driving.
Here to disrupt the status quo, we accelerate beyond convention and set higher standards for what a car can be.
We believe that if we can dream it, we can create it.
FAQs
CUPRA is part of the Volkswagen Group and is best-known as the high-performance arm of storied Spanish automobile manufacturer, SEAT. Since its founding as a standalone brand in 2018, CUPRA has become known around the world for performance, design and electrification.
When it launched locally in 2022, Australia was one of the first countries in the world where CUPRA operated exclusively as a performance brand.
CUPRA has brought electrification to Australia in the form of exciting plug-in hybrid (PHEV) and battery-electric (BEV) vehicles, with the range set to expand dramatically in the years to come.
Take the challenge and embrace different. CUPRA is for people with nothing to prove, but everything to gain.
Owning a CUPRA doesn’t just mean limitless driver enjoyment and the proud satisfaction of turning heads wherever you go. It means access to a range of customer benefits designed to enhance the CUPRA experience over time.
CUPRA Servicing
Every CUPRA vehicle is covered by a factory-backed five-year/unlimited kilometre warranty. CUPRA’s Australian footprint now covers all major capitals, with more Sales and Service locations continuing to roll out across the nation
CUPRA Specialists
Your CUPRA Specialist is your go-to CUPRA connection and will guide you through your journey of owning a CUPRA. Each CUPRA Specialist is well versed in the values of the CUPRA brand and has been carefully selected to provide you professional service whenever you need it.
As well as introducing you to local community experiences and events, where you can meet fellow CUPRA owners, your CUPRA Specialist will introduce you to a CUPRA Service Advisor who is on hand to help you with any technical support if it’s required.
Our new Agency Model revolutionises your purchase experience. The CUPRA Specialists and Garages are your strategic partners in the CUPRA journey.
Exclusive services
When you own a CUPRA, you’re entitled to a range of exclusive services upon request. These include access to a CUPRA courtesy car if your vehicle is at the dealership for repairs, as well as priority appointments, reserved parking space and maintenance services under two hours.
CUPRA will also contact you for a complimentary technical follow-up one month after vehicle purchase.
The CUPRA Agency Model is a revolutionary approach to automotive sales, aligning with our philosophy of “Another way”. It streamlines the process for our customers because all our CUPRA Garages have access to the same pool of vehicles and transparent pricing.
Why the Agency Model?
In response to evolving market dynamics and consumer expectations, the Agency Model offers a more consistent, transparent, and seamless way to purchase vehicles. It is designed to enable a high standard of service and convenience ensuring you have the best possible experience with access to national vehicle stock and the peace of mind of transparent vehicle pricing.
How Does it Work?
Under the Agency Model, our dealers act as agents or sales promoters for CUPRA. They are supported by CUPRA Australia who owns the vehicles for sale. This structure simplifies the entire sales process, making it more transparent and customer-focused. And, our agents focus is to understand your vehicle needs and provide you options that suit.
Benefits for Customers:
- Direct access to national car stock, owned by CUPRA, providing a wide range of options, greater flexibility and vehicle pricing certainty and transparency.
- A consistent and transparent customer journey across all CUPRA Garages.
As CUPRA continues to innovate in both vehicle performance and customer experience, the Agency Model is our commitment to offering you “Another way” – a better, more satisfying way to own a CUPRA.
A visit to a CUPRA Garage is the perfect way to find out about CUPRA and the attributes that set it apart – passion, performance and sophistication. Here customers can immerse themselves in an environment that is welcoming, exclusive and uniquely interactive, and discover first-hand what it feels like to own a CUPRA.
Each CUPRA Garage captures the essence of the CUPRA brand. The latest models will be on display in the Garage Zone, where customers can interact and learn about the latest features and options.
CUPRA’s motorsport pedigree is revealed in the Racing zone, which displays CUPRA’s racing cars and motorsport gear. A Lifestyle zone contains exclusive CUPRA collections and collaborations, with refreshments available at the CUPRA bar.
Guiding customers through the CUPRA Garage are CUPRA Specialists, whose role is to assist visitors with all aspects of their CUPRA buying journey.
For more, take a walk-through of Australia's CUPRA city Garage.
When you purchase a CUPRA in Australia, it won’t be from a traditional dealership.
Instead, you’ll purchase a CUPRA online with the backing of a network of CUPRA City Garages and the support of a CUPRA Specialist, who will act as a customer concierge.
Your CUPRA Specialist will assess your lifestyle needs and guide you through your vehicle selection process. They will assist with everything from helping familiarise you with each model and arranging a test drive through to managing the sales process and vehicle delivery. Once you’ve purchased your CUPRA, your CUPRA Specialist will then cater to all of your after-sales needs.
Each CUPRA Specialist has been carefully selected to provide the utmost service and professionalism.
