VW Group’s Cupra discusses 2030 US launch with Penske

Volkswagen success story in Spain looks to expand ICE, PHEV and EV models to North America by end of decade

With the news that Volkswagen’s Spanish brand Cupra has launched the first phase of negotiations with the Penske dealer group, the dream of Cupra being launched in the United States is one step closer.

While no specific deal has been announced, the fact that Cupra is even talking about the two companies sitting together suggests the discussions may be deeper than what’s revealed on the surface. While no detailed timeline was given for the Cupra’s U.S. debut, the automaker reiterated its previous stance, saying it aims to debut in the U.S. by the end of the decade.

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But the debut will see the brand appear in “key states consistent with the brand” rather than nationwide. Penske Automotive already has a strong relationship with the Volkswagen Group, so it was the obvious choice to help Cupra gain a foothold in a market that 99% of drivers have never heard of.

“Cupra’s ambition is to become a truly global brand and expanding into the United States is one of the greatest milestones in our journey,” said Wayne Griffiths, the automaker’s chief executive. “We have great respect for the U.S. market and recognize that a strong distribution and retail strategy is critical to success.”

Cupra is expected to bring internal combustion, plug-in hybrid and all-electric models to North America, although the cars themselves will be generations of the ones currently sold at dealers in Europe and Australia.

In March, Griffiths confirmed that Cupra would launch an electric version of the next-generation Formentor crossover as well as a larger electric crossover SUV, with the second model to be produced at Volkswagen plants in “North America,” including Mexico. “

There was no mention of non-electric powertrains at the time, but given the American public’s disinterest in pure electric vehicles thus far, it’s not surprising that Cupra is now talking about a model with ICE elements. Manufacturing SUVs in Mexico also looks potentially problematic now that Donald Trump – who has vowed to impose steep tariffs on Mexican-made cars – won the election.