- Volkswagen Group challenger brand, CUPRA, is hoping to take its record European sales to North America, with the brand confirming its plans to sell vehicles in the U.S. by 2030.
- The news comes as CUPRA begins talks with automotive distributor, Penske Automotive Group, who already operate dealerships within the U.S. that sell other Volkswagen Group products.
- CUPRA plans to bring fully-electric BEV offerings to the U.S., alongside PHEVs and ICE vehicles.
CUPRA readies up for American expansion
CUPRA split off from SEAT back in 2018, and has already become a frontrunner in electrification, laying out plans to be fully-electrified by 2030. However, with this U.S. expansion, it indicates that a smaller number of CUPRA-branded ICE vehicles will still be sold in the U.S. by that date.
The specific models that will make their way over to the states is yet to be detailed, but this will include fully-electric options – and one model will be produced locally, in a North American Volkswagen Group factory, allowing the firm to ‘leverage synergies’ within the brand group core. Also as part of the move, CUPRA has appointed ex-Managing Director of CUPRA Germany, Bernhard Bauer, as the new Managing Director for CUPRA USA.
To ensure a strong market entry, we’d expect the brand to lean heavily on purchase incentives, such as those we’ve seen in the UK on its EV, the Born – such as a three-month return policy and free home charging installations.
Other EV manufacturers, particularly European-focussed ones, will be watching CUPRA’s potential success closely. Stellantis previously planned to bring the largely European Peugeot brand back to the U.S. after a 30-year hiatus, before cancelling the plans back in 2021.
Wayne Griffiths, CUPRA’s CEO, commented:
“CUPRA’s ambition is to be a truly global brand and expanding into the United States represents one of the greatest milestones on our journey. We have great respect for the U.S. market, recognising that a strong distribution and retail strategy is essential for success. By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers. Penske Automotive Group’s leadership in the industry and experience with the Volkswagen Group make this a very promising potential partnership.”
