Volkswagen, in the US market performance-oriented sub-brand by making a new move CupraIt aims to introduce by 2030. This step ensures that the brand meets customer expectations and Catching up with changes in the automotive industry It stands out as an important strategic step for the company.
Born as the performance arm of Volkswagen’s Spanish brand SEAT, Cupra gained great popularity in Europe with its hybrid and electric vehicles. Now Volkswagen has taken action to cooperate with Penske Automotive to position the Cupra brand in the USA.
One of the Cupra models expected to be offered in the US is a sportier version of VW’s ID.4 electric SUV. Tavascan it could be. This model is planned to be produced at Volkswagen facilities in North America.
Traditional Dealers Didn’t Like It
Cupra’s sales model in the US may offer a different structure than the traditional dealership system. Penske StoresWhile , is on the agenda with the possibility of exhibiting Cupra vehicles and providing maintenance services direct selling platforms, transactions can be performed through applications.
Although the hybrid model in question is inspired by Tesla’s success and aims to continue on this path, traditional dealers are not very happy with the radical changes.
Volkswagen’in Introducing Cupra in the USA, It led to comments that the brand was shifting its main identity to niche and sportier sub-brands. Besides Cupra, VW’s electric SUV brand ScoutWhile the plan to introduce Volkswagen gives the impression that it is reshaping its deep-rooted identity, it is also heavily criticized.
Customers Want to Buy a Vehicle through One-to-One Dialogue
Hyundai and Amazon digital vehicle sales platform While trials are also on the agenda, we can say that companies want to make a radical contribution to the era of vehicle purchasing over the internet. However, the majority of customers still prefer to pick up their vehicles from dealers. Therefore, physical dealers do not lose their importance despite a great partnership.
All of these plans by Volkswagen are part of its efforts to adapt to regulatory and political changes in the automotive industry. To give an example Alliance for Automotive Innovation (The group that represents giants like GM and Toyota) advocates preserving electric vehicle incentives while calling for more flexible emissions rules for the new Trump administration.
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