Seat continues to bet on its youngest brand, Cupra. In four years, it has developed a commercial network made up of more than 100 points of sale. Now, it complements it with the opening of its first Cupra Garage in Barcelona, located in the heart of the Eixample, on Balmes street, between Mallorca and Provença. "Next to my house, I am a neighbor," said the president of the automotive company, Wayne Griffiths. "You will be very controlled," he joked.
The Cupra Garages represent a dealership concept that highlights the design of Martorell's new automotive brand and are exclusively dedicated to Cupra, without coexisting with Seat models. In the Balmes one, with 320 square meters, there are two differentiated areas, one dedicated to exhibition and sales, and the other to delivery, which will include accessories, such as Wallbox chargers. In addition to the Cupra Garage in Balmes, which has been operating for months, there are also in Sant Cugat del Vallès, Valencia, Seville and Bilbao.
The idea of promoting different dealerships for Seat and Cupra cars responds to the fact that the two brands are aimed at different audiences, with the younger brand having a higher price and offering more profit margin for the producer. Of the 102 points of sale where Cupra vehicles can be found, 55 are exclusive, while the rest coexist in Seat dealerships, as is the case of Catalunya Motor in the Zona Franca.
José Luis Quiroga, manager of Taes Motor, is the owner of this new dealership, investing an amount that he has not wanted to specify. After dedicating himself since 1997 to marketing Seat cars, Quiroga now begins with the company's new brand. In addition to the Cupra Garage in Barcelona, he also has one in Seville and another in Huelva. "This inauguration shows that there is confidence in us," summarized Griffiths.