Cupra Plans US Market Expansion by 2030

Cupra, the performance brand of Volkswagen Group, is planning to enter the U.S. market by the end of the decade, shifting from an all-electric strategy to a diverse lineup including gas, plug-in hybrid, and electric vehicles. The brand has initiated discussions with Penske Automotive Group to establish a sales channel, recognizing Penske's industry leadership and experience with Volkswagen brands as crucial for success in the U.S. market. Cupra has appointed Bernhard Bauer, formerly in charge of the brand in Germany, as the Managing Director for Cupra USA. CEO Wayne Griffiths emphasized the importance of a robust distribution strategy for their American debut, which will initially focus on key states. The company aims to start its launch with electric versions of the Formentor crossover and another unspecified EV model, with production planned in North America, including Mexico. The move represents a significant milestone for Cupra, which has sold around 250,000 vehicles globally last year and is expanding beyond its European roots.