Cupra plans sales and service expansion in Australia

Cupra Australia is expanding its sales and service reach in Australia, confirming a number of new showrooms and service centres around Australia opening between now and the end of 2025.

Speaking with CarExpert, director for Cupra Australia Ben Wilks says the expansion reaffirms the brand’s commitment to its customers and the local market.

“We’ll go to 20 points of sale by the end of 2025, and 25 fully functioning service outlets, and then an additional 15 regional service, or ‘service only’ [sites] as we call them,” Mr Wilks said.

“That’s just giving a bit more comfort or reassurance for Cupra customers as they move around their regional areas, or as they go travelling, even for customers that have found themselves in areas like Port Macquarie, for example.”

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“I think it’s really important, and to the extent we’ve got people jumping on board with us, I think that gives an indication of where we’re going in the future and belief in the brand,” Mr Wilks added.

New sales sites include:

• Cupra Brighton, VIC – open now
• Cupra Essendon Fields, VIC – Q2 2025
• Cupra Macarthur, NSW – Q2 2025
• Cupra Castle Hill, NSW – Q2 2025

New service centres include:

• Cupra Port Macquarie Service, NSW – open now
• Cupra Peninsula Service, VIC – open now
• Cupra Sunshine Coast Service, QLD – 2024
• Cupra Orange Service, NSW – 2024
• Cupra Shepparton Service, VIC – 2024
• Cupra Traralgon Service, VIC – 2024
• Cupra Ballarat Service, VIC – 2024
• Cupra Cairns Service, QLD – 2024
• Cupra Nunawading Service, VIC – Q1 2025
• Cupra Geelong Service, VIC – Q1 2025
• Cupra Bega Service, NSW – Q1 2025
• Cupra Launceston Service, TAS – Q1 2025

Cupra Australia’s footprint expansion will coincide with a model range expansion in 2025, which will include the all-new Tavascan electric vehicle (EV) and Terramar SUV, along with updated versions of the Leon (including a new Sportstourer wagon) and Formentor. Additionally, the Born EV will add a new high-performance VZ variant in 2025.

The expanded and updated lineup should help to boost the company’s sales in Australia, which have taken a dip in 2024.

To the end of October, the Spanish brand has registered 1805 new vehicles, which is down 39.2 per cent on the same January-October period in 2023. Cupra’s October results of 1805 vehicles was also down 56.1 per cent.

However, almost the entire range is getting refreshed in 2025, namely the volume sellers, and with the help of the new Terramar and Tavascan the brand hopes to sell between 8000 and 10,000 vehicles sold annually towards 2027-2028.

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