They must have a belief that they can demand a higher price than even the more premium products in their shared platform families, of which are better build quality and more established brands. Cupra didn’t start as a premium brand, it was a performance branch, and they’re trying to adapt to being “premium”.
Great way to essentially stall the “phenomenal” performance and brand growth they’ve been enjoying the past couple of years, if you ask me. Either they know what they are doing and us “loyal followers” are just sour at being priced out, or it’s a brave gamble to just get extra cash and push the brand forward. Open to other opinions!