Spanish performance car brand CUPRA, part of Volkswagen‘s portfolio, plans to enter the US market by 2030.
The brand, which positions itself between the mass and premium segments, is in discussions with Penske Automotive Group for a potential collaboration in the US.
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CUPRA’s product range, including internal combustion engine (ICE), plug-in hybrid electric vehicle (PHEV), and battery electric vehicle (BEV) models, is expected to be available in the US.
Since its launch in 2018, CUPRA claims to have sold around 750,000 cars, primarily in nearly 50 European countries.
The brand’s first major overseas expansion occurred in 2022 with its entry into Australia.
CUPRA stated that a robust distribution and retail strategy is crucial for its success in the US market.
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By GlobalDataCUPRA plans to leverage synergies within the brand group Core by producing one of its models in Volkswagen factories in North America.
Bernhard Bauer, former managing director of CUPRA Germany, has been appointed as the new managing director of CUPRA USA to lead the brand’s entry into the market.
The final location for CUPRA’s US headquarters and details of the specific model lineup will be announced later.
CUPRA CEO Wayne Griffiths said: “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.
“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.”
The company boasts a brand value of $2.1bn and operates more than 900 points of sale worldwide, including nine flagship showrooms in cities such as Mexico City, Munich, Milan, and Sydney.
In 2023, CUPRA delivered over 230,000 vehicles.
In September this year, CUPRA began production of the CUPRA Terramar model at the Audi factory in Györ, Hungary.
