Volkswagen Group’s Cupra brand will enter the US by the end of the decade, starting with a pair of electric SUVs.
The information was revealed on Thursday by Cupra CEO, Wayne Griffiths, during the presentation of the company’s 2023 financial results.
Cupra began as a performance sub-brand of VW Group’s Spanish brand SEAT, but in 2018 it was repositioned as an independent brand offering a range of sporty and emotional vehicles with striking design.
More recently, it has been adding electric vehicles to its range, and even established your own team in the Extreme E electric off-road racing series.
Cupra Formentor 2021
Cupra operates mainly in Europe, but has already expanded into some international markets, including Mexico and other Latin American countries. For the U.S. launch, the Cupra will initially operate in select states on the East and West Coasts and along the Sun Belt.
Griffiths has confirmed at least two models, both EVs. One of them will be an electric version of the Formentor, a compact crossover related to the Volkswagen Tiguan. The electric Formentor will likely be based on a next-generation design like the current Formentor, which was Cupra’s first standalone model, is now four years old. The other model confirmed by Griffiths was a larger SUV that will be built in North America.
He said Cupra vehicles will be offered in the US through a “new distribution model”. This could be referring to a subscription model or possibly direct sales that bypass franchised dealerships.
Cupra delivered 230,739 vehicles last year. This was a new record for the fledgling brand and a 50.9% increase over the previous year’s result.
