Here’s a rundown of the Cupra’s activities so far, and what’s next for the brand in Singapore
With its full model range now on offer in Singapore, buyers who appreciate Cupra’s Spanish flair can now avail themselves of various powertrain alternatives. In addition to the all-electric Born and Tavascan, there are the mild-hybrid Leon and Terramar, as well as the pure internal combustion engine Formentor VZ.
“Cupra offers something for all customer lifestyles, which helps us expand our Cupra community, or Tribe, as we call it,” Dr Kurt Leitner, managing director of Volkswagen Group Singapore, tells us.
He adds, “As the only Spanish car brand in Singapore, we hope to reach out to the 'rebels' who want something different, especially in terms of design and performance.”
Growing a car brand these days isn’t just about selling cars, because building brand awareness and fostering a strong community of owners are important elements too.
Leitner agrees, “We are spreading awareness for Cupra through activations such as roadshows, as well as special events like our collaboration with Beans & Beats.”
“These activities are strategically chosen because they align with the brand – music, for example, is something that Cupra strongly supports. We are also actively engaging with our passionate Cupra Tribe through breakfast drives, with more to come,” he continues.
Legacy car marques have been hit hard by the onslaught of new Chinese electric vehicle brands. It has become a challenging market to operate in, and yet VGS has decided to introduce Singaporeans to a “new” brand.
“Our strategy for Cupra is to focus on what sets us apart: brand heritage, quality, safety and driving experience. While we remain competitive in terms of technology and value, we’re doubling down on innovation, design, and customer trust — areas that the European brands lead. We’re also accelerating our EV rollout and forming strategic partnerships to improve cost-efficiency without compromising brand identity. We do not want to be liked by everyone, but to be loved by some,” Leitner says.
And who exactly is the Cupra customer?
“Cupra will appeal to customers looking for bold designs that stand out, and sporty performance in the EV and hybrid space. While all three brands (Skoda, VW and Cupra) share the Volkswagen Group DNA, Cupra is clearly positioned to attract a different type of owner. We don’t expect significant cannibalisation – rather, we see Cupra expanding the Group’s overall reach and appeal, especially in segments where design and driving dynamics are key purchase drivers,” he explains.
