New marketing strategy
Cupra Born: The electric car by subscription
Cupra launches its first electric car
© Agencia EFE
With the Born model, the first electric car from the Seat offshoot Cupra comes onto the market. The Spanish carmaker is introducing a vehicle that is not only available for purchase, but also as a subscription.
Why buy an electric car when you can also rent it? That is what the Spanish Seat subsidiary Cupra thought and is breaking new ground in sales with its Born model. Customers can now order the vehicle – or rent it for several months with a “get-to-know” subscription. If you don’t want to pay the purchase price of at least 37,220 euros (after deducting the sponsorship premium that is currently valid until December 31, 27,652 euros), you can take out a subscription for at least three or at least six months.
Such an e-car subscription of at least three months costs 589 euros per month, for example, but the compact car is also offered in other subscription variants. In principle, a monthly mileage of a maximum of 800 kilometers is included in the price – extra costs apply for additional kilometers. Insurance is included, but the amount of the deductible for comprehensive insurance varies depending on the insurance package taken out.
Cupra model with a range of 424 kilometers
The electric model of the sporty brand has 204 hp and accelerates from 0 to 100 in 7.3 seconds. In addition, it appears exclusively with rear-wheel drive. The Born is initially available with a 58 kWh lithium-ion battery and a maximum range of 424 kilometers according to the European WLTP measurement method. According to Cupra, the Stromer needs at least 35 minutes on the fast charger to charge the battery from five to 80 percent; AC charging takes 6.25 hours.
Three more variants of the Born are to follow: One with 150 PS and a maximum range of 349 kilometers (45 kWh battery) and two variants with 231 PS and a maximum range of 420 kilometers (58 kWh battery) or a maximum range of 548 kilometers ( 77 kWh battery).
Born is similar to VW models
The new electric model should score with some special features, such as a hazard detection system, automatic distance control and a function that, according to the manufacturer, uses the energy efficiently and thus improves the range.
The Born has the same technical basis as the VW ID.3, the ID.4, the Audi Q4 e-tron or the Škoda Enyaq IV. All of these electric models from the VW Group use the “Modular E, which has been developed since 2015 -Drive construction kit “(MEB). The Spaniard, which was developed in Martorell near Barcelona, is built together with the e-tron and the IDs in the German plant in Zwickau, which has been specially converted for the production of electric cars.
VW relies on car subscription
The parent company VW also apparently sees a new marketing strategy in electric car subscriptions. Since September, customers have been able to take out a subscription for an ID.3 and ID.4 with a minimum contract period of three or six months. The head of digital at Volkswagen Financial Services (VWFS), Stefan Imme, told the German Press Agency: “With the subscription, customers can gain experience in electric driving and charging and thus overcome alleged entry barriers.”
Sources: Cupra, with material from dpa, with material from Pressinform