Cupra has established itself in the market as one of the leading brands of exclusivity and elegance. The Volkswagen Group (SEAT) brand made a strong entrance into the market with its collaboration with FC Barcelona and the resulting publicity. Americans were eagerly awaiting the opportunity to test drive this vehicle, but the current tariff situation has delayed Cupra’s entry into the US market. Cupra itself has clarified that this does not cancel the goal of eventually selling it in the United States, but that the decision has currently been postponed. 2030 is the earliest date the Curra is expected to hit the market.
“We will continue to analyze market developments in the coming years to determine the best timing and approach”
In Martorell, they are aware of the current volatile situation and have therefore decided to delay their plans to enter North America later this decade. “We are not canceling, just postponing our launch in the United States. We will continue to analyze market developments in the coming years to determine the best timing and approach, aligned with the brand’s long-term vision,” said Sven Schuwirth, Executive Vice President of Sales, Marketing and Aftersales at SEAT S.A., in the special statement.
Recall that the Spanish brand successfully expanded to Australia a few years ago and was planning to do the same in the US
Cupra’s arrival in the United States has been in preparation since last year. Cupra’s CEO began preliminary talks with Penske Automotive Group to find the best way to distribute in the United States, but more recent news shows that this will no longer happen. In a twist of events, the eagerly awaited brand will no longer enter the market this year, despite the significant development it had undertaken in recent months. Recall that the Spanish brand successfully expanded to Australia a few years ago and was planning to do the same in the United States.
SEAT S.A. has assessed the first half of 2025, noting in particular that the “results have been affected by the sales mix, European Union tariffs on the CUPRA Tavascan, product costs and intensified competition.” Cupra is a Spanish high-performance brand that was founded in 2018 as a spin-off from the car manufacturer SEAT. In the case of Cupra, it has achieved the best first six months in its history by selling 167,600 vehicles (54,700 of which are CUPRA Formentor) to bring its total sales to almost one million since its creation. Interest in the US market is focused on the fact that new arrivals mark a change in leading brands, consumer interest and technological advances. This is why global manufacturers are taking advantage of the opportunity to consolidate their position in the US market.
Its six models have been a huge success in Europe
The name Cupra comes from “Cup Racing,” a tribute to the brand’s original motorsport roots, but now focuses on performance and sustainability. Its six models have been a huge success in Europe, and it’s expected that their arrival in the United States will have the same effect. Cupra offers the Formentor, the Ateca, the Born, the Terramar, the Tavascan, and the Cupra Leon. Each one is created for different interests and adapted to different audiences.
In any case, what is clear is that Cupra will continue its ambition to reach as many markets as possible. Cupra is known for its innovative and sustainable models, a particularly relevant commitment at a time when CO2 emissions are a major problem. Sven Schuwirth also said in the statement that “Meanwhile, CUPRA will build on the strong momentum it has achieved in the key territories where it operates and will soon expand into new high-potential markets to broaden its global presence.”
