To the manor Born: Why CUPRA is tailor-made for SME fleets

Company Car & Van caught up with CUPRA UK’s James Jetten to discuss the company’s emergence as a major player in the fleet sector

CC&V: CUPRA has emerged from within the Seat brand and is now a standalone. Your first electric car, the Born, our Medium Electric Car of the Year, impressed greatly. What’s next on the electric agenda for CUPRA?

The CUPRA Tavascan is set to launch in 2024. It’s our first electric SUV Coupé and our second fully electric model after the Born. It’s an athletic and sporty concept.

The Terramar will also be added to the range in 2024, with conventional ICE powertrains and as a next-generation plug-in hybrid.

We’ve also announced the UrbanRebel concept, the production version of which will launch in 2025. This is a key project in CUPRA’s transformation to become a fully electric brand. The front-wheel drive urban electric car uses the Volkswagen Group’s MEB small platform to deliver its high performance, while sustainability sits at the core of the car’s design through the integration of advanced polymers and bio-based materials.

CC&V: For many SMEs, plug-in hybrid is a more attractive way to achieve a greener fleet and lower BIK than fullelectric. You have a PHEV, in the form of the Cupra Formentor. How has this been received by SME fleets, and have you seen success in the form of sales in our sector?

Our current e-HYBRID PHEV models, the CUPRA Formentor and CUPRA Leon, have both been very well received by our fleet customers. Our year-on-year UK fleet sales grew by 42% in 2022, despite the decline in registrations overall in the fleet industry, and we’re following suit with a strong order bank for 2023. For the Formentor, the majority of fleet orders (70%) are for the e-HYBRID, with the same being true too for the CUPRA Leon (60% e-HYBRID variant).

CC&V: With the EU back-tracking on the sell-by date of combustion engine cars, what new plug-in and petrol models do Cupra have in the pipe line that will attract corporate customers?

The Terramar PHEV SUV will use the next generation of Volkswagen Group’s plug-in hybrid technology, accommodating the majority of average daily commutes and urban journeys, while also focusing on performance.

This model, as well as the rest of the e-HYBRID range, is part of a bigger journey as CUPRA fulfils its transition to full electrification – CUPRA will become an EV-only brand by the end of the decade. The Terramar will be the final CUPRA launched with an ICE engine. In addition, the entire current CUPRA line-up is due to be refreshed by 2025.

CC&V: As more electric cars enter the market place, why should customers consider a Cupra EV or Plug-In as their next company car?

There are numerous benefits to the CUPRA, including strong residual values and low running costs which result in ultra-competitive TCOs.

For example, the CUPRA Born (204PS 58kWh V1) has a TCO of just 28.6p/mile (3 years/60,000 miles), while retaining almost half (48.8%) of its value. Additionally, electrified CUPRAs benefit from low BiK ratings – CUPRA Born has a BiK rating of just 2 per cent, while the Formentor e-HYBRID sits at 12 per cent (2022/2023). The entire CUPRA range also has a five star Euro NCAP rating and distinctive, stand-out design, accompanied by cutting-edge safety technology and driving assistance systems.

CC&V: Does Cupra have a corporate retailer network, and what help can customers expect?

Nationwide, CUPRA has 120 service centres and more than 50 retailers, of which 12 are Fleet Specialist Retailers. For fleet customers, CUPRA has a dedicated fleet area on the website, including fleet specific guides and tools, as well the opportunity to explore the CUPRA range in the virtual showroom with an expert on hand to answer any questions. Afterwards the CUPRA host can connect the customer with either a CUPRA Business Centre or dedicated Area Fleet Manager to discuss next steps. This may include CUPRA’s five-day test drive programme, called ‘CUPRA Experience’, with door-to-door delivery to ensure decision makers can familiarise themselves with the car and make an informed choice.

CUPRA also launched a leasing company portal this March, which offers quick and self-serve access to vast brand-dedicated information, enabling users to view and request vehicle terms.

A customer-oriented portal similar to this will be launched in the second quarter of this year.

CC&V: SMEs are still suffering from range anxiety and access to charging points. While full-electric has to be the way forward, do your ‘plug-in-hybrid’ models, have an important role to play in the transition to cleaner fleets?

Yes, absolutely. PHEVs enable a large proportion of journeys in electric-only mode. This is particularly advantageous in urban environments. However, they also benefit from the flexibility to do long journeys without needing to rely on the developing charging infrastructure network.

All CUPRA models, except for the Ateca, are available as an electrified variant, and they will continue to play a crucial role for fleets as CUPRA transitions to becoming an EV-only brand by 2030.