Photo: CUPRA
VW’s CUPRA brand is currently in talks with Penske Automotive Group, exploring a partnership ahead of the carmaker’s end-of-decade U.S. market debut. We expect them to bring internal combustion engine vehicles, plug-in hybrids, and battery-electric models to U.S. shores in the coming years.
In case they still need further introduction, CUPRA hails from Barcelona and are currently positioned between the mass and premium segments in Europe, where they’ve already established themselves as one of the fastest growing car brands on the market.
They’ve also been reasonably successful in markets such as Mexico and Turkey, and they’re currently active on the other side of the world too, in Australia. Their next step will be perhaps their most ambitious yet, as they look to land on U.S. shores by the year 2030, offering a wide range of products in the shape of various sporty-looking crossovers and SUVs.
In order to achieve their goal, they need a strategic partner, which is why they’re talking to Penske Automotive Group right now – Penske are perhaps best known for trying to purchase Saturn and its assets from GM back in 2009, a deal that eventually fell through.
Of course, being a VW Group brand, CUPRA can easily rely on Volkswagen’s prowess in North America and will look to produce at least one of their models in an already established factory. Still, the location for CUPRA’s upcoming headquarters and specific U.S. model lineup will be announced at a later date, meaning all we can do for now is speculate.
We don’t expect them to bring anything too small across the pond, like the Born, for example. So, if this expansion was to happen tomorrow, the models that would make the trip would likely include the Formentor, Terramar and the Tavascan.
“We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success,” said CUPRA CEO, Wayne Griffiths. “By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers.”
The sales pitch practically writes itself – come test out the car driven by the likes of Lamine Yamal, Gavi, and Pedri. I would have added Lewandowski and Raphinia to that list, but I’m not sure how many more seasons they will play with the Catalan club. Certainly not an extra 4-5 years.
They’ve also been reasonably successful in markets such as Mexico and Turkey, and they’re currently active on the other side of the world too, in Australia. Their next step will be perhaps their most ambitious yet, as they look to land on U.S. shores by the year 2030, offering a wide range of products in the shape of various sporty-looking crossovers and SUVs.
In order to achieve their goal, they need a strategic partner, which is why they’re talking to Penske Automotive Group right now – Penske are perhaps best known for trying to purchase Saturn and its assets from GM back in 2009, a deal that eventually fell through.
Of course, being a VW Group brand, CUPRA can easily rely on Volkswagen’s prowess in North America and will look to produce at least one of their models in an already established factory. Still, the location for CUPRA’s upcoming headquarters and specific U.S. model lineup will be announced at a later date, meaning all we can do for now is speculate.
We don’t expect them to bring anything too small across the pond, like the Born, for example. So, if this expansion was to happen tomorrow, the models that would make the trip would likely include the Formentor, Terramar and the Tavascan.
“We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success,” said CUPRA CEO, Wayne Griffiths. “By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers.”
Fun fact
CUPRA is FC Barcelona’s official automotive and mobility partner, which is something they can leverage from a marketing standpoint once they arrive in the States. As some of you already know, Barca often spends its pre-season in the U.S. playing friendly games against other top European soccer clubs.The sales pitch practically writes itself – come test out the car driven by the likes of Lamine Yamal, Gavi, and Pedri. I would have added Lewandowski and Raphinia to that list, but I’m not sure how many more seasons they will play with the Catalan club. Certainly not an extra 4-5 years.
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