Americans Will Love Cupra’s US Market Entry Plans

After its official confirmation last year, Cupra announced some important developments for its anticipated US entry within the second half of this decade. The performance brand, spun off from Spain’s SEAT in 2018, plans to develop a US-specific model that will be manufactured in North America, leveraging its signature Spanish flair and Volkswagen’s technological underpinnings.

According to Cupra CEO Wayne Griffiths in an interview with Automotive News, the new model is aimed at capturing Americans’ preference for larger vehicles, complementing its existing lineup of hybrids, EVs, and internal combustion engines. The Terramar is currently the biggest model of the Cupra range, a midsize crossover that’s smaller than the Ford Explorer. The brand’s phased rollout strategy includes an initial offering of one vehicle, followed by a second model within a year.

Get Ready For Cupra City Garages

According to Griffiths, Cupra’s distribution strategy centers around a partnership with Penske Automotive Group, one of the largest dealership networks in the US. Initial discussions began in November 2024, with a formal agreement anticipated this year. Together, they plan to launch showroom-like space called “Cupra City Garages” in key markets on the East and West Coasts, as well as in the Sun Belt region.

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Griffiths added that the rollout will begin with approximately 20 City Garages, emphasizing digital-first sales while maintaining a physical presence for brand immersion. Unlike VW Group’s Scout Motors, which employs a direct-to-consumer model, Cupra will sell exclusively through Penske. It will be a hybrid approach, blending online convenience with the expertise of a trusted dealership network.

Key Decisions Are Expected Within A Few Months

To ensure a smooth US market entry, Cupra is banking on strategic leadership with Griffiths, a 35-year Volkswagen Group veteran, at the helm. He’s supported by Bernhard Bauer, managing director of Cupra USA. Together, they emphasize collaboration with established partners to accelerate market penetration and avoid the costly process of building a new sales network from scratch.

Cupra Formentor Turned Into Off-Road Forbidden Fruit

Luckily, we could see something like this on our shores in a few years time.

Key decisions on the product lineup and manufacturing are expected in Q1 2025. Cupra focuses on localization, with plans to build its US-specific model at a VW Group plant in North America, which will also be exported to other markets. According to Griffiths, Cupra has a medium-term sales target of 100,000 vehicles annually. However, he didn’t disclose a specific timeline for its US entry, though we expect an official market launch toward the end of this decade.

Source: Automotive News