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The Spanish-pedigreed Cupra brand is the latest to launch in Australia, with plans for the three-model line-up to expand in early 2023 with the electric Born.
Cupra can be interpreted in a couple of ways, but all are good news for Australian driving enthusiasts.
The brand is a spin-off from the Seat marque and the tag was originally used to denote its high-performance models.
The name is a contraction of Cup Racing, but Cupra is also happy to play on its association with the Latin term for copper (cuprum) by anointing its cars with copper-hued highlights inside and out.
More than 7,800 Australians have already expressed their interest in owning a Leon hatch, Formentor crossover, or Ateca SUV.
If just 10 per cent of those invest in the Spanish product, the first year’s allocation will be all but gone.
Cupra chief executive, Wayne Griffiths, will probably re-stock the garages, given the emphasis he is putting on the brand's performance Down Under.
“We see Australia as a big step in testing our ability to take Cupra global,” he said.
Put that down to the intense level of competition for a very limited volume of sales by international standards.
If car companies can make it here, they can make it anywhere.