Cupra Tavascan is the first model
Volkswagen Group wants to strengthen its grip on the Chinese EV market by offering electric vehicles under a new sub-brand. The Cupra Tavascan is the first to receive the yet-to-be-understood label.
Of budget brand Jetta, the Volkswagen Group is already trying to appeal to a certain customer base in China under the same brand name. For example, Jetta sells some modified versions out of Seats Toledo, Ateca and Tarraco. Now Volkswagen wants to appeal to the young ‘premium’ audience in China in the same way with all-electric models, so it understands. Car week from the top management of the company.
Where the Jetta gives the Seat models a different look, the new unnamed brand will start with the already familiar Cupra. The Cupra Tavascan was chosen to be the first to appear on the market under a different name in China. Of course not by accident, Tavascan is built in China, also for the European market. This will take place in Anhui, where the new brand will also be headquartered. It is not yet known which species will receive other badges on their noses. Don’t be surprised if the Cupra Born quickly follows.
This approach by Volkswagen is somewhat surprising, as the Jetta has not been a success story so far. However, just selling the Cupra in China would not be an option, because that would be ‘too expensive’, he understands Car week from the source. Cupra has different showrooms with a specific house style, the new sub-brand models will probably be offered in a simpler and cheaper way, possibly only online or in existing VW showrooms in China. The new sub-brand also makes it possible to offer attractive models from different VW brands under one umbrella for this specific market.