Business profile: Giltrap Cupra North Shore Dealership
Giltrap Cupra North Shore, located at 145 Diana Drive, Wairau Valley, Auckland, is a state-of-the-art dealership offering a unique and modern automotive experience. Heading north on State Highway 1 from the dealership provides a mix of suburban and motorway driving, ideal for testing performance, ride quality, hybrid efficiency, or highway cruising.
The dealership's interior breaks away from traditional automotive retail spaces, featuring high-end finishes like brushed metals, textured stone, and natural woods with warm, earthy tones. While waiting, customers can enjoy barista-style coffee and peruse Giltrap 66 magazines.
The dealership is managed by Paul Staples, who brings a wealth of experience in aftersales leadership from Aston Martin, Lamborghini, Bentley, and technical qualification at Bugatti. He oversees a team of approximately 30 staff, including sales, finance, service advisors, parts, and technicians across both Audi and Cupra businesses. Notably, there are two dedicated Cupra technicians at the dealership.
Giltrap Group, the importer and distributor of Cupra for New Zealand, operates the dealership through its European Motor Distributors arm. The dealership offers new Cupra models, certified pre-owned vehicles, full servicing, genuine parts, finance, insurance, and lifestyle accessories.
Sales staff are equipped to run finance comparisons, print spec sheets, and arrange lifestyle packs or accessories on the spot. The dealership also plans to introduce more digital sales tools, such as e-showroom integration and virtual walkthroughs, to make the purchase process easier.
The workshop is a state-of-the-art service center with specialist diagnostic tools, tyre alignment, and service bays. Factory-trained technicians ensure the use of genuine parts and adherence to procedures for all Cupra models. The dealership also has a dedicated grooming team that ensures showroom-level cleanliness during visits or after servicing.
The dealership's location in Wairau Valley, close to the Northern motorway, makes it easily accessible for test drives. It is also near Smales Farm and Milford Shopping Centre, making it a convenient destination for shopping and leisure activities.
In addition to its focus on customer service and sales, Giltrap Cupra North Shore plans to develop and implement a strategy focused on growth, market share, revenue, and profitability. This includes optimizing its product and service portfolio to create higher customer value, securing competitive cost structures, and efficiently allocating resources and responsibilities to adapt to market competition and achieve sustainable success.
The dealership also plans to expand its electric vehicle offerings with the arrival of the Tavascan and hybrid Terramar. To introduce more potential customers to the Cupra range, the dealership will host more community events and test drive days.
Customers can visualize model and trim combinations using a digital configurator, and physical paint and fabric swatches are also available. Whether you're in the market for a new vehicle or simply looking for a modern and comfortable place to relax and learn about the latest offerings from Cupra, Giltrap Cupra North Shore is worth a visit.
