Report: Cupra Could Make U.S. Entry As Soon as 2030

Volkswagen’s family of brands contains a few forbidden fruits that Americans have lusted over for years. Cupra is one of them, but its fortunes in North America could be shifting. The Spanish automaker announced its intentions to enter the market earlier this year, and Automotive News recently reported that the brand could partner with Penske Automotive Group to begin U.S. sales as early as 2030.

As the third-largest dealership group in the country, Penske is well positioned to sell Cupra vehicles. The automaker said it plans to build an electric version of its Formentor crossover and a larger SUV. The latter vehicle will be built at one of VW’s North American factories. While the initial rumors pointed to an electric-only lineup, Cupra’s CEO, Wayne Griffiths, said the automaker would sell gas, hybrid, and electric vehicles for sale here.

Cupra plans to start sales on the coasts and in the Sunbelt region before expanding to the rest of the country. The brand entered IMSA’s Michelin Pilot Challenge for the 2025 season to build awareness, which will see it compete in a ten-race series across the U.S. and Canada.

While nothing is guaranteed, another new car brand is worthy of excitement, especially if Cupra follows through on its intention to offer various propulsion systems. Plus, VW has the resources to pull it off despite its recent struggles and factory closures. Besides that, Cupra already sells vehicles in Mexico, making the jump north of the border more likely. 

[Images: Cupra, Seat]

Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.