Cupra, part of the Volkswagen Group, emphasizes flexibility in its production strategy across global factories. Originally, they intended to import a model from Mexico and Europe but adjust their approach based on shifting demands and market conditions. The Formentor, a unique crossover with advanced hybrid options, exemplifies their design-forward direction, aiming to attract a younger demographic. However, the company acknowledges the Formentor's compact size may not appeal to US buyers. As Cupra seeks to build a new customer base, it consciously distances itself from competing with traditional Volkswagen brands.
Cupra's strategy pivots to prioritize flexibility in manufacturing and design, targeting a younger demographic with distinctive styling and technology, while staying committed to their Volkswagen roots.
Schuwirth emphasizes that despite fluctuating market conditions, Cupra's overall plan remains unchanged, focusing on adaptive strategies and diverse offerings through its global production network.
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