Cupra has initiated preliminary discussions with the Penske Automotive Group regarding a partnership to facilitate the brand’s entry into the U.S. market by the end of this decade. Since its establishment in 2018, the Spanish brand under the Volkswagen Group has achieved remarkable success, selling over 750,000 vehicles globally. With its solid foundation in Europe, Cupra now aims to replicate this success in the United States, the company announced in a recent statement.
Positioned between the mass-market and premium segments, Cupra identifies itself as a brand designed for a generation that seeks to challenge the status quo. Offering a range of combustion-engine vehicles, plug-in hybrids, and fully electric models, Cupra combines sporty design with high performance. This unique positioning has made it one of Europe’s fastest-growing automotive brands. The company has also seen promising market entries in Mexico and Turkey.
In 2022, Cupra took its first major step toward globalization by launching in Australia. Now, the brand is gearing up for its most ambitious expansion yet: entering the U.S. market. To achieve this, Cupra is engaging in early-stage discussions with the Penske Automotive Group, a well-established player in the automotive industry.
“Our goal is to become a truly global brand, and entering the United States represents one of the most significant milestones on this journey,” said Wayne Griffiths, CEO of Cupra. “We hold the U.S. market in high regard and recognize the importance of a robust sales and retail strategy for success. By initiating talks with the Penske Automotive Group, we are exploring the possibility of collaborating with the best partner, one equipped with the right distribution network to introduce Cupra to a new generation of American car enthusiasts,” Griffiths added. He emphasized that Penske’s leadership in the industry and its experience with the Volkswagen Group make this potential partnership particularly promising.
Cupra’s U.S. debut is planned for the end of the decade, starting in select states where the brand identifies the greatest potential. The product lineup is expected to include combustion-engine vehicles, plug-in hybrids, and fully electric models. Additionally, Cupra plans to leverage synergies within Volkswagen Group’s Core brand cluster by manufacturing one of its models in Volkswagen facilities located in North America.
Bernhard Bauer, who previously served as Managing Director of Cupra in Germany, will lead the brand’s operations in the U.S. as the newly appointed CEO of Cupra USA. Details regarding the headquarters location and the specific vehicle lineup will be announced at a later date.
