Volkswagen Group-owned auto brand Cupra confirmed plans to compete in the United States electric vehicle market, starting with two new electric SUVs by the end of the decade.
“We want to build on our outstanding success in overseas markets. But when we talk ‘global,’ when we say ‘bigger,’ we mean the United States of America.”
Cupra Chief Executive Wayne Griffiths
Cupra to launch Formentor EV and a new e-SUV in the US
According to Motor Authority, Cupra Chief Executive Wayne Griffiths announced the company’s US entry plans during a presentation for last year’s financial results.
Cupra plans to kick off its US expansion strategy in select states on the East and West Coasts and along the Sun Belt.
CEO Griffiths announced that at least two new electric vehicle models will hit the US market soon, including an electric counterpart of the compact crossover Formentor and a larger electric SUV that will undergo production in North America.
Interestingly, Cupra seems to be planning to follow Tesla’s footsteps with a potential direct sales model. As per the report, CEO Griffiths shared that the brand’s offerings will sell in the US via a “new distribution model.” However, it may also adopt a subscription model if not direct sales.
“By the end of the decade CUPRA will be entering the US market. We plan to launch with the battery electric version of the Formentor and a bigger electric crossover SUV. That crossover SUV will be produced at Volkswagen Group factories in the North America region, including Mexico. Initially, CUPRA will launch in selected states in the East and West coasts and the Sun Belt states. This will be done through a new distribution model.”
Cupra Chief Executive Wayne Griffiths
About Cupra
Cupra was initially a performance sub-brand of Volkswagen Group’s Spanish brand SEAT. In 2018, its parent company made it a separate automotive brand with a lineup of sporty, appealing cars with striking designs.
It has also recently started joining the shift to clean mobility, adding new electric vehicle models to its portfolio. Impressively, it even built its own team in the Extreme E electric off-road racing series.
Its operations are largely concentrated in the European market. However, Cupra has also penetrated several international markets, such as Mexico and other Latin American nations.
In 2023, its vehicle deliveries reached a total of 230,739 units. It represents a new record for Cupra’s deliveries and a 50.9% increase compared to the prior year.
Cupra’s imminent launch in the US market will undoubtedly further boost its electric vehicle sales and deliveries in the coming years, especially considering its apparent focus on SUVs, which American customers love.
