For Pedro Fondevilla, who has been at the forefront of CUPRA destinations in Portugal since March, there is no doubt: “the brand will continue to grow in Portugal”.
An optimism that does not seem to be affected by the challenges facing the automotive sector.
“It only fears the future that doesn't know where it's going”, assumes the responsible, who points out as a priority of his leadership the growth of the brand in Portugal, with emphasis on the introduction of hybrid and electric models.
Where is CUPRA going?
With only three years of presence in the market and despite the unfavorable world context — due to the pandemic crisis caused by COVID-19 — CUPRA registered a growth of 11% in 2020, numbers that are equivalent to a total of 27,400 units sold.
Part of this growth is due, according to Pedro Fondevilla, “to the excellent reception of CUPRA Formentor“. A model that already accounts for 60% of CUPRA's sales worldwide and more than 80% in Portugal. “It was the first model where we applied 100% of the brand's DNA. It is a model with its own personality, and that was reflected in the demand”.
For Pedro Fondevilla, it is precisely in its “own personality” that CUPRA has one of its success factors: “We know that our design may not be to everyone's liking, but those who like it, really like it”. That's why the future of the brand goes through more 100% CUPRA models.
Pedro Fondevilla, General Director of CUPRA PortugalWe are not a brand of shared models and we have a unique position in the market. The arrival of CUPRA BORN shows the path we will continue to follow.
The CUPRA Born will be the first 100% electric model from the Spanish brand. A model that will arrive in Portugal at the end of 2021 and will be supported by the arrival of another tram, the CUPRA Tavascan, in 2024.
The electrification challenge
The sale of electric and electrified models in Portugal increased by more than 50% in 2020. However, in Pedro Fondevilla's opinion, the infrastructure for charging electric vehicles in our country “is still not able to keep up with the needs and desire of drivers have to make this transition. The charging network is not enough, there is a long way to go”.
Pedro Fondevilla, Director General CUPRA PortugalThere is an urgent need for more public investment in charging infrastructure. Brands can make the change, but our customers also need the tools to move with us.
As far as CUPRA is concerned, the challenges are different: “regardless of the technology, CUPRA models have to be rewarding to drive.
The CUPRA results show that there are consumers who do not want "spaceships". They want cars with a sophisticated design and that are pleasant to drive”, says the official, pointing to electrification as one of the main challenges for the brand.
Regarding the continuity of the offer of models with combustion engines in the CUPRA range, Pedro Fondevilla neither confirms nor denies the continuity of this technology in the future of the brand, preferring to say that "at CUPRA we will always pay attention to what our customers' needs are" . And as we know, at CUPRA there is still room for models like the CUPRA Formentor VZ5:
In any case, it seems that in the future of CUPRA, the pleasure of driving will always be at the epicenter of the brand, is Pedro Fondevilla's conviction. A conviction based on more than 20 years of experience in the automotive sector.
Pedro Fondevilla's path
With a degree in Business Administration and Management from the University of Barcelona and a postgraduate degree in Marketing from the ESADE Business School, Fondevilla started his professional career as a controller in France at the Renault Group, before returning to Spain with the same Group.
In 2006, he joined the Volkswagen España Distribución Group (then VAESA), occupying various positions in the Commercial area until reaching the Volkswagen brand's Marketing Department, a position he held until 2018, the year he joined SEAT S.A.