CUPRA plans to enter the US market

CUPRA is considering entering the US market, CEO confirms

The Volkswagen Group’s CUPRA brand, classified as Seat’s high-performance brand, is reportedly considering entering the US market, differentiating itself from Seat by becoming an international brand. The announcement was confirmed by Seat and CUPRA CEO Wayne Griffiths himself.

As far as is known so far, the brand is already testing with potential customers, not forgetting its electrification strategy to be an all-electric brand by 2030. Griffiths says he is confident that “Americans would love the design and performance of CUPRA”.

At this stage, Griffiths has not revealed which models would be launched in the US. The current CUPRA range consists of the Leon, Ateca, Formentor and the CUPRA Born 100 percent electric utility vehicle. These models are expected to be joined next year by the Terramar and the electric CUPRA Tavascan, followed in 2025 by the CUPRA Urban Rebel, also electric and sporty, which shares a platform with the Volkswagen ID.2all and will be manufactured in Spain.

These new models are expected to enable the brand to enter new segments and markets, as well as achieve its medium-term goal of selling 500,000 cars per year.


The Seat and CUPRA CEO also made it clear that, should CUPRA eventually land on US soil, it will do so only with large, electric vehicles. These statements refer to the company’s next-generation cars, scheduled for launch from 2025, which will be based on Volkswagen’s SSP platform.

For the time being, CUPRA has begun to expand into other markets such as Australia and Mexico, as well as Colombia and Chile, where it will do so in the near future. Even so, the brand is aware that it needs to strengthen its position in the European market first and then enter the US market.

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