Cupra’s City Centre St Ann’s Square showroom launched with great fanfare this week in a space formerly occupied by a jewellers on the corner of Deansgate next to Waterstones Book Shop
The Spanish electric car manufacturer ,a subsidiary of SEAT, has chosen the City as its first U.K. City Centre garage and if you are expecting cars with anxious salespeople trying to hook you think again
Instead in the words of the car brand itself welcome to a high-impact cultural destination designed for connection and creativity, providing an immersive programme of music, wellness, design and independent food and drink
At a glamorous opening event a panel consisting of Sven Schuwirth,Executive Vice-President of Sales, Marketing & Aftersales , Marcus Gossen,Managing Director of CUPRA UK Cécilia Taïeb, Global Head of Communications at CUPRA and Andy Windsor, CEO of Want Studios.
“Opening a CUPRA City Garage in Manchester marks a significant milestone in our globalisation strategy — a place where our UK Tribe can connect, experience the brand, and be part of our journey. It signals the beginning of an exciting new chapter for CUPRA in one of our most strategically important markets.” said Sven Schuwirth
So what’s going on here-We spoke to Sven Schuwirth for a little more on the concept which has already been launched in 11 other city locations including Berlin,Munich and the brands home City of Barcelona
He explained how the Manchester space is set to become much more than a car showroom. It’s designed as a space where creativity, culture, and community come together and how the showroom will serve as a bold expression of the brand’s identity, while bringing the spirit of Barcelona into dialogue with one of the UK’s most progressive and innovative cities.
CUPRA he says is not just about cars, its a brand almost distinct from its product and while the car is obviously important, the brand he says is around creating values and giving a vision, making the product attractive
One innovative things that CUPRA did which is now being copied by other electric vehicles was the 90 day return policy.Essentially if you don’t like the car you can give it back within a ninety day period.Less than 2 per cent of sales have ended that way Schuwirth tells us
But now to the showroom with no sales pressure.Schuwirth was asked whether you could ever measure the link between creating the brand and sales.It was early days and many people don’t even associate CUPRA with being an exclusive manufacturer of electric cars
The Garage, as he calls it gives the brand, the way to connect to the community and will have the opportunity to become relevant to Manchester.
They will come to drink matcha, to eat sushi, to hear music, to do Yoga,for co-working and out of this you create desire and people will become aware of the product.It doesn’t mean that everyone will buy CUPRA
Schuwirth was adamant that people would not get the hard sell when they come into the showroom.As people are enjoying their drinks or sushi, the salesman will not join them
People should enjoy being here and then if they want to, and he adds it is their choice, they can interact and talk about the cars.But they won’t have to
