Volkswagen Group Singapore (VGS), the importer and distributor of Volkswagen and Skoda models, is bringing another stable-mate under its umbrella.
From 1 June 2023, Cupra – the performance offshoot of Spanish brand Seat – will be managed by VGS. Meanwhile, Vertex Automobile, which was previously the official agent for Cupra and Seat, will relinquish distributorship of both brands.
The news was announced on 25 May 2023 to members of the media during a Volkswagen-Skoda drive from Singapore to Desaru, Malaysia. During the event, Dr. Kurt Leitner, Managing Director of VGS, said that the team was “super excited” to bring the brand back in-house.
But while VGS will represent Cupra and Seat, the retail of Seat models will be discontinued in Singapore, as VGS currently has no plans to continue the brand here.
The most likely reason for this is that VW and Skoda models sold here already complement each other, and Seat’s model range would overlap both brands’.
These models, which remain part of the existing inventory, will be retailed till year-end. Following its relinquishing of Seat, Vertex Automobile will resume distribution of the Chery.
For existing Seat owners, VGS will commit to a comprehensive aftersales operation for the brand while it gets the new Cupra dealership up and running. Special service, repair and warranty packages for Seat and Cupra drivers will be available at a later date.
Representatives from VGS have promised that more concrete details will be revealed in June.
As to why VGS is now taking up retail for Cupra, it helps if you recall that the Group’s larger brands, which includes marques such as Audi and Porsche, are divided into the “volume”, “premium” and “sport” groups.
VGS’ move to bring it and Seat directly back under its care appears to be coming under a larger effort to unite all its “volume” brands.