SPANISH brand Cupra has a new home in Eagers Automotive’s Automall in Brisbane, becoming the only showroom for the brand in that city and joining a string of other brands in the shopping centre location.

It is the second recent Cupra Garage opening with Zagame opening a second site in Melbourne.

Cupra Indooroopilly, on Level 3 of the Indooroopilly shopping centre, is showing four models of the Cupra – part of Volkswagen Group – in its 235 square metre location.

Eagers said that the Cupra “Garage” at Indooroopilly has been crafted by architects and designers WIM Architects, Artelia Group Spain and its Eagers Automotive Property division as a place to share the brand’s passion of automotive, design and innovation.

The showroom has Cupra merchandise and vehicle component wall displays that feature an interior of pressed metal and cement finishes designed and made in Europe.

It also has designer leather seating and an intimate customer cafe area for guests which have been set aside as perfect zones to discover and acquire the model of choice.

Customers at the Garage will be under the guidance of Eagers’ dedicated “Cupra master” and sales specialists who can apply their expertise tailored to every customers’ needs.

Eagers said the showroom offers test drives and customer deliveries on site for all available models and has servicing at the Automall West service centre located on the rooftop of the shopping centre. This includes a drive-through drop and pick up on Level 5.

The Cupra Garage is adjacent to another recently-opened Eagers’ specialist showroom within the shopping centre.

Alfa Romeo Fiat Indooroopilly has five vehicles on show in its 230 square metre site and uses a range of digital and historical wall imagery and merchandise to showcase the two brands.

To allow customers to select a vehicle in the comfort of the shopping centre environment, it is supported by bright furniture elements including high-bar discussion tables, comfortable lounge zones and a café bar.

Like the Cupra experience, it offers test drives and customer deliveries on site with servicing on the rooftop.

The Alfa Romeo Fiat showroom was designed by WIM Architects and Eagers Automotive Property.

Brands represented at Automall West (within Indooroopilly Shopping Centre) now include Porsche, Land Rover, Jaguar, Ford, Subaru, Volkswagen, Honda, BYD, Cupra, Alfa Romeo and Fiat. It also has its used-car outlet, easyauto123, which opened in April 2022.

Cupra has also opened a new Garage in Melbourne’s Richmond. The Zagame Group opened at 380 Swan Street on a 576 square metre, six-car showroom that has its service centre at nearby 577 King Street in West Melbourne.

Although Zagame’s showroom has been trading for several months, the completed Garage is officially opened on December 15 with an event marking the on-sale of the brand’s Born BEV.

It is Zagame’s second site with the first situated across town at its Chadstone Cupra Garage.

Both new additions follow Eagers’ opening of Cupra garages on the Gold Coast and in Perth.

Cupra Australia director Ben Wilks said while the two most recent Garages might appear to be opposites in terms of locale and scale, both embodied the new brand’s approach.

“These Garages are all about modernising customer interaction, about taking Cupra to where they live,” Mr Wilks said.

“Cupra’s Indooroopilly Garage fits neatly into a hugely busy retail destination. Our Richmond Garage sits on one of Melbourne’s iconic old high streets with its array of popular shops and restaurants.

“While you can conduct your Cupra purchase online – with the surety of driveaway pricing – we want to give you the opportunity to see, touch and feel our cars in great places run by knowledgeable and friendly Cupra Masters.”

The most recent Eagers and Zagame Cupra Garage’s are in addition to those at Alto Prestige (Sydney CBD and Artarmon), Canberra (Lennock Motors) and Adelaide (Solitaire Automotive).

Mr Wilks said further Cupra Garage announcements can be expected in 2023.

By Neil Dowling