Cupra Tavascan spearheads brand’s expansion plans

Cupra is gearing up for an aggressive push into Australia’s EV market with the 2025 Cupra Tavascan, a mid-size electric SUV designed to stand apart from its growing Chinese competition.

The Tavascan is Cupra’s first fully electric mid-size SUV, built on the Volkswagen MEB platform that is shared with the Volkswagen ID.5 and Audi Q4 e-tron.

It features a 77kWh lithium-ion battery, delivering 534km of range in the Endurance model or 499km in the VZ AWD. The AWD variant produces 250kW and 545Nm, allowing it to sprint from zero to 100km/h in 5.5 seconds.

Inside, the Tavascan’s sleek interior features a 15-inch touchscreen, a fully digital driver’s display, and a premium 12-speaker Sennheiser audio system.

Following the Tavascan, Cupra has an ambitious model rollout planned. The Cupra Terramar, a plug-in hybrid SUV, is set to arrive in the third quarter of 2025. The new-generation Formentor and Leon will follow in late 2025. Early 2026 will see the arrival of the high-performance Cupra Born VZ, followed by the compact electric Cupra Raval and an all-new compact utility vehicle (CUV), details of which are yet to be confirmed. 

In a recent interview with carsales, Cupra Australia Director Ben Wilks, Head of Product Jeff Shafer, and Volkswagen Group Australia’s Acting General Manager of Corporate Communications Daniel DeGasperi shared their insights on how the brand plans to grow its presence and capture more buyers. 

With a wave of Chinese electric SUVs flooding the Australian market, Cupra is confident its European design, engaging driving dynamics, and premium positioning will help the brand carve out its niche. 

“What Cupra offers is a chance to be distinctive,” said Wilks. “By nature, our brand stands out. We’re designed for people who want to stand out. A lot of mainstream options are coming to market, but few preserve the idea of being fun to drive – Cupra is for those who love driving.” 

And unlike many new EV brands entering Australia, Cupra also benefits from Volkswagen Group’s established infrastructure, ensuring parts availability, service support, and long-term backing.

Despite relatively low sales volumes in Australia, Wilks maintains that Cupra is on track with its strategy. “Last year was always a consolidation year for us,” he explained. “We launched the Formentor, Leon, Born, and Ateca, and now we’re expanding with the Tavascan and beyond.” 

A key part of the growth plan involves expanding Cupra’s dealership network. Shafer highlighted the importance of a strong service presence. “One of the key things for customers is knowing there’s a support network,” he said. “We’re represented in Adelaide and Tasmania, and we’re expanding in Melbourne and Sydney.” 

By the end of 2025, Cupra aims to have 20 physical sites and 25 service points, with remote service locations in areas like Bega (NSW) and Launceston (Tas) partnering with Volkswagen and Audi dealers to provide better customer support.

The Tavascan’s pricing is another crucial element in Cupra’s strategy. The Tavascan Endurance variant starts at $60,990 plus on-road costs, while the VZ AWD version is priced at $74,990. Both models avoid the Luxury Car Tax. 

“We had a lot of discussions with Barcelona to get pricing right,” said Shafer. “It was important that both versions remained above mass-market offerings but below luxury pricing.” 

Cupra is offering a five-year/unlimited-kilometre warranty along with an eight-year/160,000km battery warranty. Additional incentives include home charging support, a dedicated EV hotline, and financial services with guaranteed future value options. 

Cupra acknowledges that many consumers still hesitate when switching from internal combustion engines to EVs. “People fear what they don’t understand,” said DeGasperi. “That’s why we focus on customer education, information nights, and real-world demonstrations.” 

Cupra has also been showcasing its battery module technology at major EV events, allowing potential buyers to see how batteries can be repaired rather than replaced – a growing concern in the market. 

Cupra’s commitment to Australia extends well beyond the Tavascan, however. “This is just the beginning,” said Wilks. “We have a big product pipeline, and we’re committed to growing our customer base here.”

For those looking for an alternative to the Tesla Model Y, Cupra’s latest offering may just be one of the most compelling new EVs on the market.

First deliveries of the Cupra Tavascan are expected in May.

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