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Cupra eyes fleet market move

Move into fleet sales with ‘nothing off the table’ could forge unique pitch from Cupra

13 Oct 2025

CUPRA is working on a fleet offering with a twist for Australia as it launches the facelifted Leon small hatch and wagon locally – vehicles that compete in the brand’s domestic European market as volume and fleet players along with the Hyundai i30, Mazda 3, Toyota Corolla and related Volkswagen Golf. 
 
Speaking at the last week’s launch of the Leon update in Sydney, Cupra Australia acting brand director Jerome Figuiere said a fleet-focussed formula is one the brand would seek to emulate locally, offering not slow-selling or entry-grade variants, but its entire line-up to local fleet customers. 
 
“When we look at our sales channels, we note that we are very strong in retail, and one thing that we realise is that we need to get a bit more into fleet,” he said. 
 
“So, we’ve done a bit of work, and we now have a fleet offer that will enable us to penetrate the fleet market.” 
 
Mr Figuiere said Cupra Australia would ensure that “nothing is off the table” when it comes to getting local fleet customers into its vehicles, offering buyers any model variant of their choosing. 
 
“Being part of the Volkswagen Group gives us a great deal of opportunity. It allows us the opportunity to see what we can offer, and how we can offer it,” he told GoAuto. 
 
“Part of that is that we are able to offer, let’s say, some more interesting product (than other marques). 
 
“I think part of the appeal of the Cupra offering is that some fleets will be able to choose a more interesting car – a car that represents their particular brand in a certain way.” 
 
Mr Figuiere said that as well as offering the entire portfolio of Cupra models to fleet customers, that no stone would be left unturned in terms of the size of fleets able to access the Cupra fleet program. 
 
From rental and large government fleets to SMEs and small businesses, the Cupra model would ensure fairer access to models and variants many importers hold in reserve for retail buyers. 
 
“There is an opportunity for all types of fleets to evaluate different Cupra models,” he continued. 
 
“While we appreciate there will not be an appetite for all of those models from all types of fleet buyers, it remains a strategic means of getting our models into channels that would not otherwise have access to such good and well-styled cars. 
 
“Everyone tells us our cars drive really well, so we need to put them in places where maybe there are cars that don’t drive so well (i.e., car rental fleets) so that people have the opportunity to spend time with a Cupra and experience it for themselves.” 
 
Mr Figuiere said that with the backing of head office, strong supply of Cupra models is assured. 
 
This assurance means Cupra is able to meet the demands of fleet buyers regardless of size, while at the same time continuing a pattern of growth that has seen sales increase by 30 per cent year-on-year. 
 
“We have great support from headquarters, and supply is very strong,” he added. 
 
“And while we don’t want to become a volume brand, we want to offer (a level of volume) fleet buyers require. 
 
“We want to build the brand and the volume to show that Cupra is not just a choice for private buyers. 
 
“It is also a brand for novated lease buyers, for small businesses, and for fleet customers as well.”

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