The leadership of the automotive industry in America has been in the hands of Tesla and BYD for many years, but the emergence of new businesses seems to be leaving them behind. The market incursion of CUPRA has covered the previously unowned niche.
The Spanish company has added to its offer electric vehicles (EV´s) of good quality, design and more affordable for consumers. Their marketing strategy has positioned them as the main competitors in the sector.
Although the US market is often difficult for new companies, CUPRA has managed to arouse interest in the US public. Its idea is to collaborate with the Penske Automotive Group to share its sales network on line and its physical showroom. Given the current economic instability resulting from the tariffs imposed by President Trump, the company intends to enter the American market in 2030, when (finally), Trump’s mandate has ended and with it, the tariff policy.
Bye to Tesla and BYD?
While Tesla and BYD were resting on their laurels, the automotive consumer, especially the young audience, felt unattended by the big brands. This is when CUPRA enters into action.
It is a Spanish company based in Barcelona, born in 1996 as a sub-brand of SEAT. After becoming an independent brand, it has evolved into one of the biggest competitors in the industry, putting Tesla and BYD at risk.
CUPRA has understood the needs of a young audience, which does not have so many economic resources, but who wants to bet on low-emission cars with modern design, something that other brands have never done. With a value of around $1 billion, it has managed to be known worldwide, and its next goal is to create brand in the US.
CUPRA and the American market
What is CUPRA’s plan to enter the complex American car market? With blind confidence in its products and what it is able to offer, the brand cares more about the economic aspect of the country than about consumer acceptance.It has a great interest from the American public, so they are now focusing on the entry strategy.
The main wall it faces is the tariff imposed by President Trump, which would significantly increase costs and prices. That is why CUPRA aims to land in America in 2023, when the term of office of Trump finally ends and with him, the end of its tariffs. Meanwhile, it has partnered with Penske Automotive Group to use its online sales network and physical showrooms together.It has also strengthened its brand image by inviting a group of journalists to test their models at the F1 Grand Prix circuit in Miami.
Will CUPRA move to the Americas?
“CUPRA’s ambition is to be a truly global brand, and the expansion into the United States represents one of the biggest milestones in our journey.” These words belong to Wayne Griffiths, CUPRA’s Chief Executive Officer.
The brand has been able to read the needs of the consumer, transferring them to its designs and production, as well as to its brand image and marketing. With a sufficient capacity to position itself in the American market, its offer includes plug-in electric cars, hybrid and traditional engine cars. Two of the models intended to be exported to the United States are the CUPRA Formentor and CUPRA Terramar SUVs. They have not yet stepped foot in the continent and have already slipped into the list of best car of 2025.
5 years of waiting
Hopefully, 2030 will be the year in which CUPRA cars could be seen rolling on American roads. Until then, Tesla and BYD have some time to react and design strategies to be able to return to the podium of the automotive market. It is the time for CUPRA to demonstrate the quality of work in Spain, beyond ham, wine and flamenco, which will be some of its greatest treasures.
There are other models that have replaced Tesla. Want to know which ones?
