CUPRA Gears Up for U.S. Market Entry by Decade's End - Partnership Talks with Penske Automotive
CUPRA, Barcelona's dynamic and innovative automotive brand, has commenced preliminary discussions with Penske Automotive Group. The company aims to establish a partnership as it prepares to enter the US market by the end of the decade. Since its 2018 inception as the first new automotive brand under the Volkswagen Group umbrella, CUPRA has impressively sold more than 750,000 vehicles.
CUPRA targets a new generation determined to challenge the status quo by occupying a unique niche between mass and premium segments. With its diverse range of ICE, PHEV, and BEV vehicles, known for their bold designs and outstanding performance, CUPRA has quickly become one of Europe’s fastest-growing automotive brands. The brand also enjoys success outside Europe, with a significant market presence in Mexico and Turkey, and made its global expansion evident with a launch in Australia in 2022.
“CUPRA’s ambition is to establish ourselves as a truly global brand, and expanding into the US represents one of the most significant milestones in our journey,” said Wayne Griffiths, CEO of CUPRA. “We hold the US market in high regard and recognise that a robust distribution and retail strategy is essential for our success. The initial discussions with Penske Automotive Group are crucial as we seek the best partner with the right distribution network to introduce CUPRA to a new generation of American car enthusiasts.”
CUPRA is set to debut in key US states aligned with the brand’s ethos, introducing a product range that includes ICE, PHEV, and BEV models. The brand plans to leverage synergies within the Volkswagen Group by manufacturing one of the models at Volkswagen factories in North America. Bernhard Bauer, formerly Managing Director of CUPRA Germany, has been appointed as the new Managing Director of CUPRA USA. Further details regarding the headquarters location and specific model lineup will be announced.
Since launching in 2018, CUPRA has disrupted the European automotive market with its comprehensive vehicle lineup. This includes the sporty CUPRA Ateca SUV and the redesigned CUPRA Leon, infused with 100% CUPRA DNA. The CUPRA Formentor, the brand’s bestselling model, alongside the CUPRA Born, its inaugural fully electric vehicle, have both been finalists in the European Car of the Year Award. This year marked CUPRA’s most ambitious product launch to date with the introduction of the CUPRA Tavascan, the brand’s first all-electric SUV coupe, and the sporty, electrified CUPRA Terramar, recently included as a finalist for the 2025 European Car of the Year.
Renowned for its design-led and performance-driven ethos, CUPRA has accumulated over 200 awards globally, including the prestigious Red Dot Award: Best of the Best for the DarkRebel Showcar. Ranked as the second trendiest brand by 'Auto Motor und Sport' in Germany, CUPRA boasts a value of £1.7 billion and maintains a robust global presence with over 900 sales points worldwide.