All-new EVs go head to head
@stevefowler
“If Cupra wants to muscle in on the upmarket elite, it need look no further than Volvo – a real premium player”
THE clamour for car makers to be seen as premium is only matched by the rush to get increasingly sought-after electric cars into showrooms. EVs are in demand and EVs with posh badges mean bigger profits for those who make and market them.
That’s partly the thinking behind Spanish upstart Cupra. Once just a tag for hot SEATs, it’s now a brand in its own right, attracting younger buyers with its upmarket positioning and sporty styling.
As with everyone else, it’s going fully electric, and the Cupra Born is its first EV. It shares its tech with other members of the Volkswagen Group, starting with the MEB architecture, so there’s no surprise that there’s more of a passing resemblance to Volkswagen’s popular ID.3 electric hatch.
In keeping with Cupra’s brand values, the Born gets sportier details and sits slightly lower and on bigger wheels than the VW, plus it has a more upmarket interior.
If Cupra wants to know how to muscle in on the upmarket elite, it need look no further
