We talk to Daryle-Alexis Tan, Cupra Singapore's brand director, during the reintroduction of the brand's retail operations under Volkswagen Group Singapore
Cupra now has a new home for its new models with Volkswagen Group Singapore (VGS), with the Cupra Centre (opened 4th March 2025) housed in the same 247 Alexandra Rd facility as its Group brethren, Skoda and Volkswagen.
As a recap, the Cupra variant used to be a sporty offshoot to Seat's regular models, but has since evolved into a standalone brand with sporty spice aspirations.
VGS has already taken over the provision of aftersales services for existing Seat and Cupra cars (after the predecessor AD gave it up).
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However, moving ahead (the relaunch of the brand takes place 14th March 2025), will also be in the business of selling Cupra models.
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We understand that the all-electric Born (pictured above) and Tavascan will be Cupra's launch models, but more models will follow later this year.
As far as Daryle-Alexis Tan, Cupra Singapore's brand director (pictured above), is concerned, "Cupra is a challenger brand, and expected to appeal to those who dare to be different."
He goes on to say, "While it is relatively new, the brand has a sporting pedigree to tap on from its Seat Cup Racing roots. The Cupra models are characterised by their sporty personalities and bold designs, and we hope to repeat the success of the brand in the other markets here in the Lion City."
"We will also offer strong aftersales support for our customers, thanks to close cooperation with the Cupra headquarters," he continues.
With a plethora of models of varying overlapping degrees currently sold by VW and Skoda, we imagine that there could be greater diversity when the spicy Cupra brand ramps up its model range here.
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Daryle smiles and says, "Cupra is positioned as the Rebel. The sporty character isn't just limited to the highest performance models, but is found across the range as the cars are engineered to engage. Additionally, design is another differentiation point for Cupra, with the Tavascan (pictured above) a Red Dot Design award-winner."
"As the positioning of Cupra is distinct from VW and Skoda, we do not foresee any cannibalisation occuring sales-wise," he adds. (pictured above from L-R: Kurt Leitner – VGS managing director – and Daryle-Alexis Tan with the Cupra Born)
Cheap and cheerful Chinese EV brands have pretty much decimated the playing field by democratising style, sporty performance and specifications, especially to a buying audience that is prepared to look beyond the brand on the bonnet.
Bearing in mind the fact that the incumbent premium European brands are finding it a tough fight, we expect that Daryle has a strategy to combat this, especially given more established brands are finding the going gruelling.
"We appreciate the challenging market situation we are faced with," he tells us.
"With more options than ever before for customers, we are aiming to set Cupra apart through cars that awaken the senses and evoke emotion. I believe that the brand's compelling blend of Spanish flair, innovative engineering, progressive design and electric performance offers something unique to the Singapore market."
