Cupra ready for US launch, here's the plan

The brand from the Volkswagen orbit is organising distribution and has appointed its US CEO.

Photo by: Cupra

By: Eleonora Lilli

Nov 23, 2024 at 4:09am ET

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Cupra wants to sell cars in the US. We've talked about this before when Cupra and Seat CEO Wayne Griffiths said the sports brand's sales in that market would be made "through a new distribution model'" and today, Automotive News Europe writes that preliminary talks are underway with Penske Automotive Group to explore a partnership.

In Automotive News' ranking of the top 150 US-based dealer groups, Penske Automotive ranks third, with 229,942 new vehicles sold in 2023. The company also made an internal organisational move by appointing Bernhard Bauer, managing director of Cupra Germany, as managing director of Cupra USA.

Models for the United States

What Cupra's US headquarters will be is unknown, and even the potential partnership with Penske Automotive Group remains confidential. Meanwhile, Griffiths said in a press release on 22 November that "Penske's leadership in the industry and experience with the Volkswagen Group make this a very promising potential partnership."

Later, according to the brand's preliminary statements, the model range that will debut in the US market will be announced. It will include cars with various powertrains, including internal combustion, plug-in hybrids, and EVs.

According to Griffiths' anticipation, an electric version of the Formentor and a larger electric crossover will arrive in the US, to be built in one of the Volkswagen Group's North American factories.

The global climb

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Cupra's expansion also includes other markets, such as Mexico and Australia. In Europe, at the end of 2025, it will present the Raval, its first (real) compact car strongly related to the Volkswagen ID.2 and of which we have shown you an exclusive render (see below).