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New Cupra stores open in Melbourne and Brisbane, taking Australian garage count to nine


Cupra retail garages expand to cover most Australian states and territories, with Tasmania and the NT now the only absences

Cupra has announced the opening of its eighth and ninth ‘garage’ retail stores in Australia, with the latest retail outlets being located in Melbourne’s Richmond neighbourhood and the Brisbane suburb of Indooroopilly.

The latest openings expand the retail footprint of the Volkswagen Group’s newest brand, the Barcelona-headquartered Cupra, that offers a sportier foil to the Group’s existing VW and Skoda marques.

Cupra garages 2023
Most Cupra garages are in retail precincts, but some are in shopping malls, including Indooroopilly

The spread of Cupra garages around Australia now take in:

  • Two in New South Wales: Sydney CBD and Artarmon
  • Two in Victoria: Chadstone and Richmond
  • Two in Queensland: Indooroopilly and the Gold Coast
  • One in South Australia: Adelaide
  • One in Western Australia: Perth
  • One in the Australian Capital Territory: Canberra

Cupra sells cars directly to the Australian public with a national fixed driveaway price model and a service-inclusive offer.

However, Cupra garages are operated and staffed by partners sourced from traditional automotive retail backgrounds. These companies supply the Cupra ‘masters’ that guide retail customers through the order process rather than go after a ‘hard’ sell.

Cupra garages 2023-2

Most Cupra garages can house at least four vehicles – one from each of the brand’s emerging model line.

Three Cupra models have already landed in Australia, being the Ateca small SUV ($66K), Formentor midsize SUV (from $55K), and Leon hatch (From $44K), while the Cupra range is set to grow with the addition of the Born electric hatchback in 2023.

Victoria’s Zagame group operates both Melbourne garages, while AP Eagers runs Indooroopilly, the Gold Coast, and Perth. Alto is the operator at both NSW garages.

Cupra garages 2023-1
Cupra garages 2023-1

Meanwhile, the Adelaide garage is run by that city’s Solitaire outfit and famed Canberra car retailer Lennock has charge of the Canberra garage.

Cupra Australia director Ben Wilks hinted that there would be more news on Cupra garages in Australia coming next year.

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