We deserve congratulations Fleet.com.pl

We are talking to Daria Zielaskiewiczdirector of the SEAT and CUPRA brands in Poland, and Jacek Mrugalskithe manager of retail sales and shipping of these products, about success on the Polish market, changes in the sales system and electromobility.

Tomasz Siwiński: About 8,800 CUPRA models sold in 2023, I think there is something to celebrate?
Daria Zielaskiewicz: Yes, absolutely! Sales of around 8,800 CUPRA cars in 2023 is an impressive result and certainly deserves praise. This is the result of a strong marketing strategy, attractive offers for customers and positive reception of the cars themselves. The almost three-fold increase in sold models confirms the growing popularity of the CUPRA brand, and therefore the great need to stand out among drivers by choosing an original, aggressive design and customer loyalty in the quality and innovation of the cars offered. I am proud of the work of the entire SEAT and CUPRA team and the great commitment of the dealer networks of both brands.
Doesn’t CUPRA take fleet customers away from SEAT?

Daria Zielskiewicz
Director of the SEAT & CUPRA brands in Poland
from January 2022, director of the SEAT and CUPRA brands. He has been associated with Volkswagen Group Polska for 12 years. In 2009, he started working at Kulczyk Tradex as a fleet sales specialist. Two years later, he took the position of Back Office coordinator for Fleet Sales, and then marketing director of the Volkswagen Commercial Vehicles brand. From 2016, he was responsible for the marketing and brand management area at Volkswagen Financial Services. He is a graduate of the University of Poznań. Adam Mickiewicz, MBA studies at Poznań University of Economics and PMD Barcelona management program at IESE Business School, University of Navara.

Jacek Mrugalski
Retail Sales & Fleet Manager for SEAT & CUPRA brands
From January 2024, it is responsible for sales in retail, fleet and e-commerce channels of the SEAT and CUPRA brands, belonging to Volkswagen Group Polska. He started his career at the Group in 2019, joining the marketing team as fleet sales manager for the SEAT & CUPRA brands. Previously, while working for Allianz, he gained knowledge in the insurance market and was responsible for strategic partnerships with key clients. He also gained professional experience in the leading group of Bednarek dealers in sales departments. There he was responsible for building the team and achieving the goals of the ŠKODA, SEAT and MINI brands. In private, he is very fond of motorcycles and football, and above all, a devoted father of two teenagers.

Daria Zielaskiewicz: The SEAT and CUPRA brands actually create a complementary offering, which allows better service to the various segments of the fleet market. SEAT can attract customers who emphasize the best price-equipment ratio, who value a proven brand with a long history and well-known models. On the other hand, CUPRA offers a more individual and hunting character, attracting the attention of customers who like open design, the desire to stand on the road and provide good financial and high residual values.

Jacek Mrugalski: Both products have a strategically built portfolio of models to respond to the needs of companies looking for automotive solutions for all levels of staff, i.e. sales representatives, lower level managers, but also senior managers including the city of Ibiza and Formentor powerful in the VZ version.

Both brands, as the only ones in the Volkswagen group, also offer a 5-year warranty as standard, which has a direct impact on TCO calculations.

Impel and Atlas Ward are two Wrocław companies that successfully use SEATS in their groups. Will they still be able to buy cars of this brand, and if so, for how long?
Daria Zielaskiewicz: SEAT has a strong position in the car market and is ready to respond to all the needs of fleet customers. We have a group of regular customers who regularly refresh their cars with new SEATS, and now upgrade them with new CUPRA models. Soon we will be able to offer a refreshed SEAT Leon, improved with new equipment features and plug-in hybrid engines. We are also waiting for the Ibiza and Arona special editions.

How to know the CUPRA brand in the whole VAG group? Suddenly, in a conservative environment, a brand is born which, when it comes to design, is a game changer. Did you expect such success?
Daria Zielaskiewicz: Within the group, CUPRA plays the role of the dynamic and rebellious “little brother”. This brand has the freedom to experiment and stand out, which translates into a progressive design that may not be for everyone, but allows for individual expression. Our risky approach has paid off, gaining the recognition of hundreds of thousands of customers worldwide, and in Poland, almost 20,000 since 2019, i.e. since the beginning of the brand on the market.

Jacek Mrugalski: I am pleased to see more and more companies choosing CUPRA models for their fleets. Modern managers realize that representing their brand through a dynamic, modern and carefully designed CUPRA brand attracts attention and also transfers the positive image of CUPRA to the presented brand. This certainly proves that the CUPRA has become an attractive option for companies that want to stand out in the world of fleets and attract the attention of their customers through an aggressive and progressive image. In addition, employees who use CUPRA vehicles every day find it a great advantage.

VGP Group is changing its sales model to an agent model. What will this change mean for customers, as I know that the Born model is the first to be sold in an agent model?
Jacek Mrugalski: In the agency structure, the role of institutions directly involved in sales changes. In the current, standard process, the dealer buys a car from Volkswagen Group Polska and sells it to the acquired customer on his own behalf.

In the agency model, the dealer will be an agent who will also be responsible for finding and serving the customer, but the car sales process will be done by Volkswagen Group Polska. The role of the CUPRA brand partners will therefore change.

For the customer, the biggest difference will be that the car dealer will be Volkswagen Group Polska, i.e. the car sales contract will be concluded with VGP, the car invoice will be issued by VGP. VGP will also be responsible for product marketing. For CUPRA, the priority is the quality of customer service and customer experience throughout the purchase process, and the agency structure supports these ideas.

The agency model is valid for SEAT from 2023 for customers with a fleet of more than 100 vehicles and using VWFS financing, and this year all customers with a fleet of more than 100 vehicles have the opportunity to make purchases through the agency model.
From January 2024, the CUPRA brand will be available for sale in the form of agency fleets and all models, available to companies with a fleet of more than 100 vehicles.

How are cars being sold for the company now, in 2024? Price, quality, knowledge of the seller, recommendations from a colleague, performance? What is the customer looking for who ultimately drives a SEAT or CUPRA?
Jacek Mrugalski: This year is not much different from previous years when it comes to customer behavior. Small companies, i.e. with up to 15 car parks, are characterized by the same purchasing method as that of an individual customer – for them, the role of the seller, the relationship with him and the recommendations and opinions of people they trust. it is very important.

For customers with a large fleet of vehicles, more than 15 vehicles, CUPRA has an individual approach, we have a dedicated team of 12 fleet consultants across Poland and a team of senior account managers who ensure the preparation of offers tailored to the specific needs of a specific company and serve as expert assistance in formulating shipping policies. They are often a great help to ship managers.
From our point of view and that of our customers, the ability to test cars is very important, which is why we have a large fleet of cars delivered to companies door to door.

CUPRA is a new brand, but born from the established models of the concern, at the same time Chinese products, which are completely unknown to us, are entering Europe more and more confidently. It seems that it will be difficult to fight for customers, especially the fleet ones, or maybe I’m wrong?
Daria Zielaskiewicz: These comments are correct and in line with the facts. Chinese automakers are indeed becoming a growing challenge, but also a big question mark. Retail customers are often willing to take risks in exchange for lower prices, but in the fleet customer segment, the consequences of choice are greater and additional factors influence purchase decisions.

Jacek Mrugalski: Shipping companies are usually more aware of the risks associated with partnering with a manufacturer without experience and background in the industry. For fleet customers, the unpredictability of the quality and methods of using and servicing the vehicle is a big challenge because it affects the costs of maintaining the fleet. Another aspect is that after-sales service plays an important role. Fleet customers expect not only the quality of the car, but also the best service, availability of spare parts and quick solutions to any problems. Here, experience and reliability, and above all, the availability of the manufacturer’s authorized service points, have a significant impact on the choice. Predictable service costs, which we do not know about Chinese manufacturers, have a direct impact on the TCO value.

For the first time in a long time, sales of cars with diesel engines increased, and when it comes to electric cars, their sales are fueled by subsidies and subsidies. What? wouldn’t it be better for customers to decide which type of car is right for them?
Daria Zielaskiewicz: In the case of electric vehicles, subsidies and subsidies play an important role in encouraging consumers to switch to electric vehicles. This public policy tool aims to stimulate the development of the electric vehicle market, reduce CO2 emissions and increase environmental awareness.

The development of the electric vehicle market should be supported by education, payment infrastructure and technological development, which will enable consumers to make informed choices based on their needs and values.
More and more fleet customers who are part of international organizations now have electric vehicles as a permanent feature of their fleet policies. Companies are distributing their fleet of electric cars and vans, intended for use by employees. It is also a form of promoting electromobility in more conscious and progressive companies. We are certainly witnessing an evolution, not a revolution, of the automotive market.

General question, but valid in the absence of trade shows – what new products can we expect in 2024?
Jacek Mrugalski: 2024 will be rich in premieres. Starting with SEAT, the flagship Leon model will be refreshed, enhanced with PHEV engines, new infotainment and matrix LED headlights. Most importantly, its specifications will be adjusted to the expectations of fleet customers, which means that with the new model, fleet customers can expect to offer more attractiveness.

In addition, we will also introduce a special edition for the Ibiza for the 40th anniversary of the Ibiza and Arona, a limited edition version of the FR model.

Even more will happen in CUPRA. In the first half of the year, the new Leon and Formentor, the hottest shows of 2024, will be shown. Then the new Born VZ will be presented, and in the last quarter we will see the long-awaited Tavascan electric SUV. An impressive range of up to 550 km. We are sure that it will be a strong player in the electric car market, known for its strong appearance and the strong DNA of the CUPRA brand.
And the last, very important premiere is the large sports SUV Terramar shown on the market, available with a combustion engine and a plug-in hybrid. The Terramar is a dark horse in the CUPRA portfolio and I believe it has a chance to surpass the sales success of the Formentor.