To be more cost competitive, the VW Group decided that Cupra would produce the new Tavascan SUV in China, exporting it from there to other markets. It is now known that the same Tavascan, which will also be sold in China, will not bear the CUPRA emblem.
Who says it is the German Automobilwoche (which is also echoed by Automotive News), traditionally well informed in terms of news related to German brands. The aforementioned publication guarantees that an (unnamed) source from Volkswagen AG assured it that the Tavascan will be sold in the Chinese market, but not with the emblem of Cupra, Seat SA’s sports brand. The new SUV will even be the first vehicle to be sold in that market with the emblem of a new sub-brand of the German group, which VW will present soon, aimed at younger users.
The VW Group has several factories in China, operated by joint ventures owned in association with three different local builders, namely SAIC, FAW and JAC. And the latter will be in charge of manufacturing the Cupra Tavascan that we will see for sale in European countries. It will also be offered in China, but under a brand that the Germans believe has a better chance of success compared to local BYD and Nio, which also have younger and more irreverent sub-brands.
The reasons for this choice of the group must be related to the High prices launch in China, for local consumers, a new brand, especially if it is young and still unknown. At the same time, VW knows that starting with a new brand is not always a guarantee of success, since in the past, when the VW Jetta had great acceptance in the local market, the Germans tried to take advantage of the ride and launch the Jetta as a sub. -brand, in 2019, resulted in a fiasco that forced an expensive reversal. Now it remains to know the emblem that will adorn the hood of the Tavascan.
Source: Observadora
