CUPRA Ireland Brand Director Interview Marcelino Villalobos Díaz
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Bienvenidos a Nivo EV News Podcast.
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Mi nombre es Derek Reilly.
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It has been a crazy week and we are dusting ourselves off since the Nivo Electric Vehicle
Show in partnership with Bank of Ireland and powered by SSI Articity.
We had two amazing days, the Friday business day and Saturday general public day.
We had over 20,000 across 21,000 actually across both days 19,641 of the Saturday
and nearly 200,000 business attendees on the Friday on the Saturday, the main day.
We had 500 people queuing at the doors at 9.30.
Peak attendance was around 1pm with over four and a half thousand people in the venue and we
had a 25% longer dwell time than previous Nivo events.
So great to see it.
We will have more stats going out to the exhibitors.
So if you're an exhibitor, you should have already gotten the email or you will be
getting the email with a complete breakdown as to what went on during the Nivo Electric
Vehicle Show.
So delighted with us.
We are in the depths of planning out our 2026.
So we're going to be doing some regional events.
If you are a OEM, you should have gotten an email about that already here in Ireland
and also finalizing dates for next year's Nivo Electric Vehicle Show 2026.
But this episode is about a new entrance to the Irish market and somebody who I met
at the Nivo Electric Vehicle Show for the first time and I'm going to try and
do his name justice.
It's Maralino Matalino Villalobos Diaz and he is the new brand director for Seat and
Cooper in Ireland.
I'm sorry Maralino for butchering your name and I'll butcher it again at the start
of this interview.
But I got the chance to sit down with him in Liffey Valley at Volkswagen Group Ireland's
head office there in Dublin and just understand who he is, where has he come from and the plans
for Seat Cooper in Ireland over the next couple of years as he's leading the helm.
So let's jump into that interview.
We are here in Volkswagen Group Ireland's head office in Liffey Valley and I'm on the
Cooper floor section.
There's a lot of Cooper patches around the place and branding and I feel I like the branding
and I'm with Marcellino.
Give me your full title and name please.
So my name is Marcellino Villalobos Diaz.
You know in Spain we use the two surnames and I'm the new brand director for Seat
and Cooper in Ireland.
But nobody calls you Marcellino except for your mom.
Yeah.
I would say so.
My mom when she's angry.
My grandmother maybe but the rest of the people call me Marce.
It's very hard for you guys in Ireland to say it properly.
I don't know Marce.
Marce.
Marce I don't know, but whatever it's easier for you.
Marce.
Marce.
Marce, it's good, yeah.
People misunderstand this, yeah, it's a mess we're going to guess.
That sounds good.
Thanks so much for your time.
It's a pleasure.
Can you tell me a bit about yourself?
Sure.
Yeah, I'm Marce.
I'm from the Canaries.
He estado muy sorprendido, porque creo que 99% de las personas israelíes han estado en Canadá,
y siempre es muy divertido, porque todos han visitado mis isles y están familiarizados con ellos.
Así que, sí, estoy de Canadá, estoy en 34 años.
Solo he marcado.
He marcado en julio este año.
¡Gracias!
Sí, sí, así que puedes imaginar que cuando me dijeron a mi hija,
mira, vamos a marcar en julio, en julio, en julio, en augustio, y en septiembre vamos a ir a Dublin.
No, en Toplan.
No, no, no, no.
Estaba en Asia.
Y ella es de Barcelona.
Nunca se ha ido de la ciudad.
Se me ha asustado a ella.
Ella no ha habido.
Siempre ha habido.
Later en genero.
Pero sí.
Entonces, este mes estoy solo.
Yo estaba jocando antes, porque cuando introdujo a mí mismo a las personas de la comunidad,
yo estaba diciendo que estoy muy solo en estos pocos meses.
Así que, si alguien quiere invitarme a un bar,
estoy todo por eso.
Porque tengo mucho tiempo para jugar y toque mucho.
Y respecto a mi carrera, soy un ingeniero.
He estudiado en Madrid, Perlín, y Gran Canaria.
Luego me subí a Madrid para trabajar para Hewlett Packard.
He ido a su programa de talento.
Y he trabajado ahí por dos años.
Y fue una ropa de España.
Y yo quería algo más.
Quiero viajar al mundo y ver más culturas, más personas, y así.
Entonces, he obtenido una oferta para el set.
Para mover a Barcelona.
Y empezar a manejar mercados overseas.
Es lo que llaman.
Que es nada más allá de Europa.
Y la oferta fue para manejar colegas,
como Reunion Island y Caribe.
Entonces, dije, sí.
¡Vamos!
Y cuando llegué, no fue tan fácil.
Porque alguien me empezó a manejar a Turca y Algeria,
que eran grandes mercados y muy pocos mercados.
Así que fue una ruta para manejar
diferentes culturas, diferentes formas de hacer el negocio.
Y he manejado países en Sud y Cúbara
durante los últimos 8 años.
He manejado, diría, casi todo.
He hecho Middle East.
He hecho...
He hecho Polonia, Netherland, UK, Ireland, Italia, Austria, Switzerland.
Así que he visto muchas formas diferentes
de hacer el negocio, de pensar en how to sell cars, y tal.
Y después de eso,
he manejado la oferta para venir aquí
y tomar el lugar de mi amigo Gaspard.
Y, sí, fue la mayor oportunidad de mi vida.
No es normal que con 34 personas
se ofrece una rola.
Y no podría decir no.
Así que aquí estoy.
¿Habéis ido a Ireland antes de que te oferte la rola?
En personal el tiempo que quería.
Pero como responsable de Ireland en la factura,
he venido aquí muchas veces a ver Gaspard.
Así que ya estaba familiar con la oferta.
Fue familiar con el país.
Fue familiar con el equipo.
Y fue familiar con las particularidades
de la industria de cares de Irish.
Y así que, en esa rola, la oportunidad surgió.
Hay obviamente oportunidades, pero también desafíadas.
¿Cuáles eran tus ideas en el mercado de Irish
para decirle a Dan Cooper?
Yo diría que el primero de Gaspard
fue un buen trabajo.
Con el equipo detrás de él.
Entonces, de manera que pudiera...
Cuando llegué aquí, no había nada para Cooper.
Y el equipo podía cambiarlo.
Y creó la red.
La red está completada ahora.
Así que fue un gran desafío
que tengo miedo para mí.
Entonces, un equipo extremadamente bueno
y el equipo está en el right place.
Entonces, ahora el desafío que tenemos con el equipo
es que empezamos a ser conocidos en Ireland,
pero no hasta el punto en el que nos gustaría.
Entonces, para mí, ahora cuando hablo con las personas,
voy a jugar con las personas de Irish,
y se ve, porque siempre juego con la tienda de Cooper,
o con la hat de Cooper, o tal.
El equipo es muy bueno.
Es Cooper, ¿no?
Es un equipo muy bueno.
Entonces, ellos aún no saben muy bien lo que hemos hecho.
Y también en tu show,
que fue genial, por cierto.
Me gustó.
Las personas irían,
y ellos reconocían el equipo,
pero no sabían por qué fue el equipo,
los valores,
lo representamos, lo queremos hacer.
Así que creo que es el desafío más grande.
Y ahora aún más.
Además ganas puntos en combustible
para ahorrar hasta un dólar por galón.
En Fred Meyer encuentras más formas de ahorrar
y más recompensas en cada compra.
Ahorrar en grande a diario es fácil
con ahorros y recompensas.
Fred Meyer, fresh para todos.
Los ahorros pueden variar por estado.
Aplican resecciones de combustible.
Ve los detalles en el sitio.
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Puedes hacerla de la confortación
del club de Chase Sapphire Lounge.
¿Tienes que gastar tu sueño antes de ir al borde?
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Para que las personas iras
a saber más de nosotros
y a identificar con nosotros.
Creo que es el más grande desafío
que tengo.
Y en el otro lado,
es no romper la buena dinámica
del equipo que tengo aquí.
Gassmer, el tribunal
está aquí, el equipo.
Estos son pequeños unidos
pero están como una startup
dentro del negocio
pero dentro de la oficina
y las construcciones aquí.
Es cierto, sí.
Con Mark y Caroline
y el equipo de Wider.
Creo que estamos haciendo cosas
de una forma diferente.
Entendemos
que las cosas pueden ser
construidas en un nuevo modo
y les damos
el equipo
y también la frecuencia
para pensar
y proporcionar ideas
que tienen.
Y vamos a hacerlo
y intentar hacer nuevas cosas.
Por ejemplo,
lo que hicimos en Euronivo
en el otro día
con el DJ
y con la exposición de arte.
Es algo que
no hay muchos amigos
que están haciendo.
Y creo que es
una buena cosa que tenemos.
Por supuesto.
Y en el otro lado,
me olvidé mencionar
que otro desafío para mí
fue la neta del dealer.
Así que tenemos
muchos investidores
que han investido mucho dinero
en la neta
y que confían en el brand.
Porque no fue tan fácil
confiar en el brand
hace pocas años.
Porque no tuvimos
la rama que tenemos ahora.
No tuvimos la imagen
que tenemos ahora.
Entonces,
took a lot of courage
para decir
ok,
I trust this brand,
I'm going to invest it.
Entonces,
ahora uno de los desafíos
para mí es
para darles la confianza.
Y también,
cuando escuchan
un 34-year-old
que viene ahora
a Ireland
para manejar el brand
que pudo el dinero.
Esa es la responsabilidad
para mí
para poder
estar
a la tasca.
Y luego
darles los resultados
que están esperando.
En términos de el brand,
Marce,
definiendo el brand,
¿cómo definirías
la bandera de Cooper?
Y yo caminé aquí,
no he estado aquí
antes,
pero es muy cool.
Un montón de copas,
veo
panelboards en el lugar,
veo
branded cans
aquí con ginger
y
sparkling water,
etcétera, etcétera.
Sí.
¿Qué es el brand?
Y sé que ese target demográfico
es lo que estás buscando,
pero ¿cómo definirías?
Entonces,
diría que todo empezó
hace un día,
porque tenía la oportunidad
de estar en el factor
cuando el brand comenzó.
Y creo que en Barcelona
hay mucha creatividad
en la que se va.
Esa es la idea
que ha sido
en la ciudad.
Pero ahí,
hay mucho bar,
hay muchas marcas,
hay mucha coolness
en la que se va.
Y creo que
se reflete en el factor.
Y hay gente
en el factor
que quería hacer algo más.
¿Sabes?
Hemos dicho que es un brand
increíble,
pero tiene un homenaje.
Tiene una legación,
como todos los brands
en el mercado,
casi todos los brands
en el mercado.
Y,
debido a esta legación,
no podrías salir
de la consternación
de la legación.
Y eso es donde
CUPRA fue nacido,
porque la gente del factor
pensó que podríamos hacer más.
Y de ahí
este brand fue nacido.
Y también este concepto.
Tenemos un canvas
blanco,
en el que pudimos pagar
el brand que queríamos tener.
Y creo que es la manera
que CUPRA ha nacido.
Y eso es cómo la coolness
ha nacido.
Y no sé si
estamos buscando
la coolness
en sí mismo
o
estamos siendo
y, por lo tanto,
el brand evoluciona.
Así que estamos buscando
cosas que
queremos,
que son
el clóding
y el diseño,
por ejemplo,
el padel,
que es un sport
que ha comenzado
a ser conocido aquí,
pero en español
ya se está volviendo.
Así que es solo
sobre las cosas
que creemos
con el brand,
empujando a ellos
cuando me metí
por la primera vez
que estaba en el show,
fue el update de la edad
de la noche antes
y tú estabas volviendo
a la puerta
buscando un teléfono.
Y dije,
¿qué es este chico?
¿Y qué estás hablando?
Y yo dije,
hay uno en la oficina,
y él dice,
no, no,
no es ese estilo,
no es el que queremos.
Y así,
¿puedes explicar
lo que fue ahí?
Porque el merch es
un gran tema
y el
ecosistema,
no solo los carros.
Así que creo
que es un
explorador,
al menos en Irlanda,
pensando en el diseño
y en las formas de
expandir
nuestros carros
afuera.
Así que
tenemos
un departamento
en el factor que se llama
el diseño de la casa,
que siempre está buscando
para colaborar con
y para diseñar
clases,
jewelry.
Ahora,
vamos a dar
este agua
que estás bebiendo ahora.
Entonces,
la cosa es
que
hay una colección de cúpulas,
clases,
tenemos todo.
Y creo
que
muchas personas
gustaría que sea.
Porque si te sientes
identificado con la marca,
creo que también
te estarás orgulloso
de wearar estas clases.
Entonces,
fui ronando
porque pensé que
en nuestro estando
había un spot
entre dos carros
que había un puro
puro
y quería sentirlo
y tenía cosas
para sentirlo.
La cosa es que
no quería poner
para la razón.
Sí, para la razón de eso.
Pero creo que
tenemos muchas cosas cool
para mostrar,
como las cúpulas de cúpulas,
las cúpulas de cúpulas,
las cúpulas de cúpulas,
las cúpulas de cúpulas,
las cúpulas de cúpulas,
las cúpulas de cúpulas,
las cúpulas de cúpulas, todo.
Entonces,
me dije,
así que roné
a un shop de cúpulas,
no desplazaré el nombre,
y
boteé
las cúpulas
de cúpulas
y
algunas cúpulas
y lo hice
por sábado
y creo que se pareció
increíble.
Entonces,
muy feliz con las personas
que vayan a comprar estas cúpulas.
Ellos serán capaces
de comprarla en el futuro.
Entonces,
ahora estamos cerrando
algunas de las cúpulas
con los dealers
y en algunos eventos,
para ser capaces de comprarla,
porque creo que es muy cool.
Y me encargo
a mi equipo
a comprarla.
Saldito día,
no sé si alguien
está vendiendo,
pero...
Es un podcast, no lo sabremos.
Sí, no lo sabremos.
Pero,
sí,
algunos días
mi propio equipo
viene aquí con las cúpulas
de cúpulas,
que es algo que
findo muy, muy bien.
La separación
de las cúpulas,
de la forma en la que
se llama,
fue muy caro,
una calidad adecuada,
pero la cúpula,
a mucha gente
no se trata de copiar
las ediciones de la cúpula
de Zeyas,
pero ahora también
una tienda de stand alone,
y qué es el momento
pivotal en eso,
como se ve en la factory,
que quiere algo diferente
y local,
lo que ha hecho el equipo
overall,
también puedo a mi equipo
decidir
que queremos hacer
una tienda de stand alone
con la cúpula.
Entonces, nuevamente,
me voy a decir
lo que dije ayer,
es todo sobre las consignas
en la fin,
la la蔡 Portal
es algo muy bueno,
muy importante,
porque un paronto
a las personas,
Zeyás, 그래서,
por muchos años,
y muchas personas
raló con un locally
y la verdadera accusinga
fue un localized threw.
Le allez en el primero,
y eso algo muy lleno,
que tienes queilian
y Announcerero,
y es la razón
por qué no puedes
salir coach
de esta ya,
con estos perros,
y a las esc Shirks,
esto es porque,
luego,
copying,
a ti leaking
y es donde Kuypea
viene,
personalmente, cuando estaba ahí.
Hubo una deseo
para las personas en la factura
para hacer algo diferente
y, por eso, CUPLA fue lejos.
Y creo que eso fue el momento de las personas.
Mucha creatividad, diversidad
que tuvimos en la factura.
New generations coming in,
pushing, pushing, pushing,
wanting to do something different and creative.
Y creo que el grupo
justo aceptó esto al principio
para ver, como un experimento,
si hay algo que podemos explorar
y que no hay un grupo que está haciendo eso
en el momento.
Y se vio que, sí,
pudimos llevarlo.
No hemos creado solo el grupo,
pero hemos demostrado
que hay un suceso
de hacer cosas de una manera diferente
y, sí, aquí estamos.
No es solo sobre el look,
sino también sobre la formación.
CUPLA es muy cupra,
tiene ese heritage en sí
y tenemos el VZ.
Es una invitación para TavaScan, VZ.
Se va a venir pronto.
No creo que lo hiciera mal.
Es la razón por eso.
Pero la formación es parte de la DNA de CUPLA.
Sí, sí.
Entonces, también depende
del mercado, para ser honesto.
Y yo que he estado en la factura
y he podido trabajar con muchos mercados,
por supuesto,
lo que sellamos depende mucho
de las particularidades del mercado.
Por ejemplo, aquí en Irlanda es muy difícil
sellar patrullos,
porque de las circunstancias que tenemos en el país
y, por ejemplo, ir a Italia
y es muy difícil sellar un carro electrónico.
Esa particularidad, ¿ok?
Entonces, es más difícil.
Por ejemplo, hemos lanzado
la nueva formación VZ 5,
que es un gran vehículo
para patrullos,
pero es muy difícil sellarlo aquí en Irlanda.
Así que tenemos que cambiar
y ver cómo lo hacemos aquí.
Y tenemos las versiones de VZ
que creo que given electric ones,
que creo que given extra
sportiveness
to our cars,
but I think that it's not all about
power and engine.
I think it's also about
how the design
language speaks to you.
And I would say that in CUPRA,
something that we do very well,
and it was fun,
because I was at your show,
I was talking to a lady
in the tower sky inside,
and she sat down
in the driver's position
and she said, it's very weird,
it's very cozy, but everything is
looking at me.
She was not expecting that,
because normally the screens are pointing to the middle
and all the car is done in a way
that it's very comfortable,
but that's it, and the CUPRA is always
focusing on the driver
and giving you that sense of sportiveness
with the bucket seats, with the screen looking at you
and I think
performance and visite,
and that it's not all about horsepower,
it's also about how you make the driver feel.
And I think that's something that we are accomplishing
and people feel it.
Yeah, and it's not always about that straight line speed,
it's the driving dynamic sense,
making sure that there's an enjoyable drive.
So it looks good, it drives good.
Going back to the dealers and the investors,
what do they see
and what do you see the difference between
that se a traditional customer,
and one door is opening
and it's a traditional se a customer,
but also the next door is opening
and it's a CUPRA customer.
What would you say the main differences
between both of those?
So at the end, first of all,
the treatment to both has to be excellent
and that's something that we are pushing a lot,
there is no difference between customers,
we treat all the same way
and we expect our dealers to deliver
five stars service every time.
It's not about se a CUPRA,
but that being said,
we also understand that the CUPRA customers
are paying
for higher price cars
and they are also expecting a different treatment
and more things
and I think that's our responsibility
that comes with the price.
So when a CUPRA customer comes in
and I don't know if you have been,
have you been ever to a CUPRA?
Okay, so it's all about
how we make the customer feel
when they get in
and we try to
make them feel that this is more
that just about cars.
It's the feeling that they get when they get in
for example, we are now pushing
not pushing a lot, but reinforcing
our dealers
that our CUPRA masters dress
as they like to dress
within some guidelines
but we don't want nobody forced to go
with a tie on a suit or something like that.
We want them to feel good
what they are wearing
transmit to the customer
and they will feel like at home.
We want that when you go to buy a CUPRA
in a garage, it feels like a conversation
between friends, you sit down
in the sofa of the showroom, you have a coffee
and you talk to your CUPRA master
you make inquiries, you see the cars
but it's not just about the car
it's about the whole CUPRA experience
that we can give the customer.
When we did one of our regional events last year
we bring the show out out to the country.
So more localised local dealers
and one of the panels had a CUPRA master
on it, but even the title
CUPRA master shows that they've got the education
because it's somebody that may be going electric
they have the education, they understand
they can speak that language
but also there's that knowledge base
and reassurance to the customer as well
so the title as much as we joke about it
there's an element of serious behind that title
it's important that you know the product
Not everyone can be a CUPRA master
so they have to go through
a very tough process
so they have to learn, they have to study
and they have to pass a few exams
in order to get a certification
so it's not that easy
and they have to have a certain characteristics
for us to name them CUPRA master
because we expect them
to be
knowledgeable
knowledgeable for the brand
and to know everything
so it's not only about knowing anything
because I think any person can just study the car down
and it's how they deliver
the speech
and how they mimic themselves with the brand
lift the brand and are able to
make
the customer feel what the brand is
so it's not just about product experience
and knowledge, it's also about how they
embody the brand CUPRA
and I think we put a lot of emphasis in that
CUPRA also aren't limiting themselves
to traditional dealerships
they're also looking at what we're calling the concept of a city garage
going to where the customers are
going to the more
cool location
more of a retail environment
an urban environment
can you tell me a bit about that
I have been fortunate enough to be at the openings
of a few of them
I was there when Milan was open
I was there with Vienna
I was open
and I've worked with some other more
and it's just, as you're saying
one of the casaseas in Barcelona as well
and it's just being
where the people are and create spaces
where more than
cars are discussed, for example
and I think that the Milan example is a very good one
when you go there
they are always in the design week
and they don't talk about cars, they talk about clothes
they talk about music, they talk about art
and I think that's it
it's creating spaces
for things that we like
and we might represent
our brand to be discussed in these spaces
and to give these spaces to our customers
to people
to work with us
to feel at home there
and just do these things
but then again, we are a business
so it has also to make sense business wise
and
there is a strong business case behind
so it all depends on
depends on the city
how much it cost to rent in the city
such as space
and how many cars you can sell in that space
so it all depends
but yeah, indeed, I think it's a very cool concept
y yeah, we are very happy with it
Localization is also very important
it's a global brand, we talked about Mexico
before we started the podcast
bringing Cooper to Ireland
there is an Irish element and a sprinkling
of something Irish in it as well
the weather, the green, etc etc
how does a brand like Cooper
and say it localize itself to the Irish market
so first of all
you will be surprised but bearing the weather
I think we are a lot alike
Spanish and Irish people
I've felt at home
since I arrived
and I've lived in a lot of cities
and I think for me it's the first time
that I feel such at home
being so far away from home
people is just nice
and they are open hearted
always welcoming, always there to help
and I love that
so first of all, I don't think there is a lot of
culture shifting we have to do with our brands
to fit the Irish market
I think we are there
and of course you have some particularities
all the time, for example your seasonality
something I've never seen in other markets
the UK has a little bit of seasonality
but not that right here
but then yeah, so normally what we do
is local in headquarters
we develop a product strategy
of course that we think is the best for the brand
but then you have to go down to the market
and understand how it works in the market
so what we do for example
always
we have a lot of customers
who are selling
for 99 centavos
each one in our sale
of 99 centavos
check very closely
what the customers are ordering
from our
y luego cuando tenemos suficiente data para apoyar nuestra estrategia,
crearemos versiones especializadas.
Por ejemplo, en Coopra, tienes el VZ, el V1, V2, V3,
y esto se basa en la data que tenemos.
Así que vemos que los clientes demandan un cierto
o un cierto item,
y lo justificamos en nuestra oferta.
Así que siempre puedes localizar,
como dices, nuestros productos al mercado,
porque es la only way to move forward.
Tu historia en el mercado probablemente te ayudará
porque sabes la lenguaje que hablan en el mercado
y a quién hablar, y a qué hacer.
Creo que es la mejor cosa
que un hombre de el mercado
puede llevar a un país
el contacto que tengo.
Sé cómo hablar,
quién hablar,
y cómo hablar con ellos.
Entiendo la lengua del factor,
porque he sido uno de ellos por los últimos 8 años,
y creo que eso ayuda a la gente
en order to get things done.
Coopra,
and the electrification journey
and going that way,
they have a nice mix of multi fuels,
not just full electric,
but the electric doesn't mean that it's boring.
Sometimes we hear other journalists
would like to paint the brush that
everything electric is very boring
and not the case with Coopra.
No, no.
I would say I have always been a petrolhead.
I'm a big fan of motorcycles.
I just bought one here in Ireland.
Very good. Gasper was the same.
I know, I know.
I just bought the 1976 Honda CB500.
Very good.
So I'm a petrolhead.
I've always loved petrol.
But the first time I got myself into a born visette,
I never went back.
So now I don't want to change.
So I have a Tabaskan now.
My wife in January will get a born visette herself,
because she just loves it.
It's so much fun.
For me, it gives you the best of both worlds.
You, when you just want to chill,
it's silent, it's smooth.
It's just so nice to drive an electric car.
But then when you want to push it,
you just hit the Coopra button,
and you just go for it.
Then you know the born, for example,
it's rear wheel drive.
So it's a little car with a lot of strength.
It's just so much fun.
I love that car.
And what we found,
and I know that Volkswagen Group Ireland
did the survey last year,
nearly nine out of 10 people
who go electric stay electric.
And there's a reason for that.
There is a reason for that, indeed.
It's the best of both worlds.
It's the best of both worlds, yeah.
And also, I think here in Ireland,
given the particularities of
how your cities are built,
you have a lot of,
I don't know how you call it,
single streets, narrow streets.
No, narrow streets,
but also the housing.
Oh, sorry, a single story
and low development.
Yeah, exactly.
So there is a lot of opportunities
for people to get their own charger
and charge the car at home.
And I think that makes
the business case much better.
Because in some countries,
for example, in a city like Barcelona
or Madrid,
you have a lot of buildings.
A lot of apartments.
A lot of apartments.
So it's harder to get
the charger at home.
But you walk around here,
I was walking around
my house with my wife the other day,
and you could see that
at every home you have a charging point.
A driveway and the opportunity.
Exactly.
And so then it becomes
a no brainer business case for me.
Speaking about urban and electric,
it's the perfect segue
into what's coming down the line
with Reval.
I saw a camouflage version of it
at IAA in Munich.
Excitent times coming
for a more affordable electric
Cupra.
Yeah, it's a project
that has all very emotional.
Because, for example,
I was part of a project
inside the factory,
which was...
They selected a few factory members
from different areas
to sit down
and think about ways
or things that could be done
to the Reval
in order to make
the lounge successful.
So, I've been there
watching what they want to do,
how we want to do it
and the product itself,
what things we can change and so on.
So, I've been part
of that development phase
and it's very emotional
for me to see this car
coming to life.
I think it will be
a game changer.
We are bringing a car
that is going to be
Reval City Design.
It looks great
and it will make
electric driving affordable
in the Volkswagen Group,
which is something very nice,
and we are looking forward to it.
And now,
our responsibility here in Ireland
is how we launch that car,
making a splash,
making a lot of noise.
And I think maybe
you will be part of it.
We will see.
No spoilers now.
No spoilers.
No spoilers.
But, yeah,
we brought the dealers
to see the car
in person in Barcelona
in September this year
and they were all extremely excited.
They were not expecting that car.
So, I think that
when we have time to launch it
it will be the game changer.
I'm very sad that we don't,
we will not have it in time
for next year,
but it will just come right
in time for the 271 period.
And I think...
We'll see it before 271.
We will see it before 271, of course,
but it will be delivered in 271.
So, we are really looking forward to it.
It will be a game changer
because I think
Cooper is in the right place.
I think
so the global,
it's a record sales year
for Cooper in
in 2025.
We're going to do more than
243 cars,
23,000 cars this year, of course.
We are starting to get close
to the 2% market share in Europe.
Objective is three.
And here in Ireland
we are also getting close to that target.
If everything goes as planned next year
it will be our first year
over 2% market share.
It's a huge milestone.
But I think that the car
that will change it all
and will give us the strength
to look at the 3%
without fear
and getting to it.
I was looking enough to see it
in Tarramar a couple of years ago
and it was Urban Rebel,
original concept.
So, I was at the big glass,
our mirrored cube
in the middle of the racetrack.
But also,
the fact that it's going to be Spanish made,
the fact that we've changed
the name to the Raval.
It's real Spanish DNA there
and other Volkswagen Group variations
will also be made in Spain.
But obviously,
Raval will be the best one
but we don't talk about our competitors.
I cannot talk about them.
I cannot.
I have been threatened
to life
that I cannot speak about other things.
You've just landed
but it's awful to think about
your legacy
when you leave Ireland
in a couple of years time.
What would you like to have achieved here
with market share
et cetera?
Probably we will be top of the list.
Yeah, I don't know.
I don't know if market share
will be top of the list
because I think that
market share is a consequence.
It should not be the objective.
So I think that
we have to keep on.
So when I talk about legacy,
I would say that
I got the brand
in a very nice space
and now it's a moment
just to take it to the next step.
So the base,
the basement is done
and the foundations are here.
So now it's time to start
building the house.
My legacy would be that
when I leave here
the brand is,
so the Irish people
has understand what the price
and all of them
know what the brand represents
what we want to do
and feel connected to it.
That would be, I think,
a very good legacy point
because we are 2% now
market share almost close to it
and we still have
people that don't know the brand.
But every time we get people
to see the cars
to see what we represent
they say, wow, this is cool.
I want to be part of this.
So the moment we get
the Irish people
to know the brand
to understand the brand
the market share will come itself.
So I think that's the legacy
that I want to have
is just to differentiate ourselves
because I think now
in the Irish market
there is a lot of value
for money proposition
going on in the market
which is fine.
I think that's a smart proposition
but we want to be different.
We want to do something else
and we want to aim for
people that look for more
than a car
that want to have fun driving
that want to be
feel represented by a car
because one of the things
when you buy
value for money proposition
car is that it's just
A to B
it can be your washing machine.
It doesn't have feelings.
You don't have feelings for it
and we want to
go for the customers
that really want to
go to their driveway
watch their car
and when they go home
turn the head back
and watch the car again
because it's something beautiful
something that they relate to
something that they feel
that they feel proud of
wearing a cupra hood
or whatever.
That's what I really want to do
to connect with the Irish people
and get into their heads
and for them to know
what cupra is all about.
I think we're similar
in the sense of
I've been with organizations
and I always like to say
I want to leave it better
than where I started
like Asper with you
you were very lucky
not every market
you would walk into a market
and you're at that level.
No.
Not at all I can tell you
No, I've come
in a very good situation
so if you ask me
a few months ago
my answer would be
not to break anything.
Keep it going.
That's it.
Two final questions
Moving to Ireland
very recently
what's the thing that you've
enjoyed the most about
just leaving in Ireland
and what's the thing that's
shocked you the most
about Ireland
these are usually
interesting answers
there was an article recently
in one of the national
newspapers where they talked to
ambassadors when they
moved to Ireland
I won't give you some of
those answers but
No, so first of all
you complained too much
about the weather
I don't know if I've
been lucky
but so far
I've been here since
the 19th of August
and the weather has been
nice
and I'm from the Canaries
and I have zero complaints
I've played part of
outside
I've walked around
I went to the NFL game
it was sunny
it was beautiful
so you complained
too much about the weather
but no
I love the city
I love the vibes
because it feels like
small city
but it has everything
so you have
every offer of
restaurants
you can have
for example
me and my wife
we love ramen
you have a lot of ramen places
you can find
anything
I love the supermarkets
in Ireland
that's something very
particular of myself
I love to go to the
different countries
and just go to supermarkets
to see what they offer
and your offer
is amazing
it's better than in Spain
I love the supermarkets
here
that's something very
particular
so it was
what I've liked
that's it
and then we complained
about the weather
a lot
and then the traffic
has surprised me a lot
in a good way
or a bad way
in a...
interesting way
in an interesting way
let's put it that way
because you don't expect
how the streets are built
how in a capital city
of a country
you can have such narrow streets
and it's so difficult
to go around
for me it's like
when I come to work
every day is a different route
I never go the same way
in Barcelona for me
was this street here
highway
boom
I'm at the office
here I have to put ways
or I'm dead
because every time
is a different way
because in this year
I tell they're learning the AI
and showing how to route traffic
I guess so
this is where the Raval
is going to win
I guess so yeah
it's going to be
going around the city
in a very nice way
but yeah no
I'm not serious
I love
I've been loving here
first the people
because also
and then
the approach you guys have
to life
and to work
you are
very sensitive people
you care
really you care
about
about other people
about how they feel
about how they live
you really do care
and that I like a lot
and then you have
a very high value
for your life
and that's something
very important
so when I came to the office
I saw that there is a very nice
and healthy balance
between work and life
you work hard
at least my team
works very very hard
they get everything done
but then they know
when to stop
when to take time
for their family
for their personal things
and I encourage that
with my team
but they already do
so you have a very healthy
and beautiful way
to understand life
and I'm loving it
speaking of work life balance
I've never paid paddle
so I might have to take you up
on the opportunity
with your
you're walking around
with your cupra paddle
here
yeah you have to
so we'll have to do that
in the coming future
the thing is that
and I am very fortunate
because things that I personally love
cupra is pushing for them
so I play a lot of paddle
and then it happens
that cupra is pushing paddle a lot
so for me it's very fun
because I can do things that I love
and it's work
so I go around
with my paddle back
and with my paddle back
everything sponsored by cupra
and it's just fun
we have a lot of courts here
it's a sport that it's booming now in Ireland
courts are opening everywhere
we are encouraging our dealers to
go for it
to sponsor courts
because it's going to become something very
very big here in Ireland
and I want to be part of it
we are looking for ambassadors
we are now talking to the number one player
in Ireland
which is my coach
he's great and
yeah I think it's a huge opportunity
so I take on your offer anytime you want
take it easy on me now
because it sounds like you're a more
you've been more experienced
I'm pushing now
I want to do something here
at the folks buying group
I want to
to start
to get the people started to play
because I think it's a very fun sport
they will have a lot of fun
yeah and I take up on your offer
let's do that
very good sure
Martha thank you very much for your time
it's a pleasure to talk to you
thanks very much to Martha
hopefully I've got that right
after saying it enough times
thanks to Graeme on the comms team
and also to Mark in cupra Ireland
for helping facilitate this interview today
hopefully you've enjoyed it as well
back to a bit normality
this week now I am travelling
with Toyota
looking at the upgraded BZ
as they're now calling it
and also looking at the Jeep Compass
and next week I'm back to Spain as well
with a car that's under a embargo
can talk about it
but it has been episode 37
of the Nevo Electric Vehicle
Nevo EV news podcast
if you haven't already subscribed please do so
jump into the comments
it all helps the algorithm
and spread the word about electric vehicles in Ireland
and hopefully you've enjoyed it
and I'll chat to you next week
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About this episode
Marcelino Villalobos Díaz, the new brand director for CUPRA and SEAT in Ireland, shares insights about his background, the brand's identity, and growth plans in the Irish market. He discusses CUPRA's unique blend of sporty design, driver-focused experience, and cultural roots from Barcelona. Marcelino highlights challenges like increasing brand awareness and dealer confidence while emphasizing the importance of localized strategies and innovative retail concepts like city garages. He also touches on CUPRA's electrification journey, including the upcoming affordable electric model, the Raval, and his personal enthusiasm for electric driving and paddle tennis in Ireland.
Original notes
Welcome back to the Nevo EV News Podcast. If it's Tuesday it must be Nevo EV News Day. My name is Derek Reilly and on this podcast we chat all about EV. Nevo is Ireland's only dedicated EV platform and we'll be covering where we were this week, what we've been driving and what we've been doing between podcasts. If you haven't already subscribed or followed us wherever you are listening please do so and if you enjoyed the episode, please leave a rating and comment, it really helps us out and it doesn't cost you anything. Let's get stuck in.
On this week's episode we interview Marcelino Villalobos Díaz, the new Brand Director for CUPRA and Seat in Ireland.
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Nevo EV News Podcast
Derek Reilly
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