Challenger brand Cupra increased its fleet sales 42% last year, bucking the overall downturn in the fleet market.

The Born 100% electric hatch has helped grow Cupra’s fleet appeal

The former SEAT performance division was spun off as a standalone sub-brand in 2018, initially offering rebadged and pepped-up SEATs but now has bespoke models such as the Born 100% electric hatch and the Formentor SUV.

Both models have lent their weight to the brand’s fleet appeal, supported by competitive total cost of ownership (TCO) for businesses and company car drivers.

The 42% increase in fleet registrations for the brand contrasts with the 7.5% decline in new car fleet sales in the UK as a whole.

Cupra’s 2023 is also off to a strong start with a claimed sizeable order bank, spurring on its plans for ambitious growth within the fleet sector.

This month has also seen the rollout of a Volkswagen Group-wide leasing company portal. Part of a fleet digitalisation strategy, the online system for leasing company partners enables streamlined sharing of terms, as well as direct communication with customer contacts.

Richard Harrison, brand director in the UK, said: “Cupra saw a significant increase in fleet registrations in 2022 – a year hampered by supply chain challenges that have been felt across the industry. We have dedicated a tremendous amount of effort towards delivering an exceptional service to our fleet partners, not least by providing our first fully electric car Cupra Born.

“With new initiatives such as the leasing company portal and the strong appeal of our exciting Cupra range, we intend to continue our ambitious growth within the fleet sector throughout 2023.”

Future growth plans hinge on the brand’s fusing of performance and electrification. It’s expanding its line-up with three new electrified models by 2025, entering new segments and bolstering its growth plans.

The “new heroes for a new era” will underpin its ambition to become an electric-only brand by 2030 and to move into new markets. They’ll also help propel its sales to a planned 500,000 units a year.

New arrivals include the Terramar SUV, due 2024. It will be available with conventional petrol engines – the final Cupra to do so – as well as a new generation of plug-in hybrid powertrains said to deliver around 62 miles (100km) in all-electric mode.

This will be followed by the Tavascan coupé-SUV, first revealed at the 2019 Geneva Motor Show and the brand’s second fully electric car.

Hot on its heels, the UrbanRebel electric supermini will arrive in 2025, delivering up to 273 miles / 440km in the long-range version.

The new arrivals will have a strong focus on competitive TCOs and residual values, as with Cupra’s existing electrified models,

Data for the Born EV indicates a TCO of 28.6p/mile while retaining almost half (48.8%) of its value at three years/60,000 miles, while as a fully electric vehicle it also benefits from a BiK rating of 2% until April 2025. P11D values start from £36,475 for the 58kWh 204PS V1 variant.

The Formentor in e-Hybrid guise also offers a competitive TCO, again due to its strong residual values (52.9%) and its PHEV powertrain, which returns up to 235.4 mpg while putting it in the 12% BiK bracket until April 2025.

Cupra also offers support via its Fleet Specialist network, comprising more than 120 service centres and more than 50 dealers of which 12 are Fleet Specialist Retailers. Drivers and fleets looking for support can also access a leasing company page on the Cupra website and a dedicated fleet area in Cupra’s virtual showroom.