Nearly one year ago, Volkswagen announced that it planned to add another one of its brands to its U.S.-based porfolio – Cupra. Cupra currently offers some ICE models in Europe, but it will enter the American market exclusively with a pair of EVs at first – one, an all-electric version of the existing Formentor crossover, which will be accompanied by an as-yet-unnamed “bigger, electric crossover SUV.” Now, even with the uncertain threat of universal imported automotive tariffs looming, it seems as if nothing has changed in that regard, either.
According to Automotive News, Cupra still plans to enter the U.S. market in 2030, regardless of whether or not these proposed tariffs actually come to fruition. “Our decision to bring Cupra to the U.S. by the end of the decade remains unchanged,” said Cupra CEO Wayne Griffiths. “This is a long-term decision that cannot be determined on the basis of short-term fluctuations.”
Cupra has vastly expanded its global footprint in recent years, having just entered Mexico and Australia, though Germany continues to be its biggest market. Fresh off recording a robust 51 percent sales increase in Mexico in 2023, Cupra is now setting its sights on the larger U.S. market, which it has been studying for some time now. Griffiths also noted that the brand aims to utilize VW’s existing facilities to support its entry into the U.S., along with a new distribution model, to boot.
Cupra won’t be the only new brand under Volkswagen’s umbrella that will be joining the U.S. market in the coming years, either. Rather, VW is rejuvenating the long-dead Scout brand, with plans to launch a new pickup and SUV – the Terra and Traveler – in 2027. Both of those models will be offered in all-electric guise, as well as with a “Harvester” extended-range electric option that adds a gas engine acting as a generator for the smaller battery pack in those vehicles.
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