Volkswagen’s Cupra to bring its EVs to the US

21 March 2024

The American electric vehicle market is ready to get a whole lot more exciting with the arrival of Volkswagen's performance-driven Cupra brand. By the end of the decade, this European favorite plans to conquer American roads with a selection of powerful all-electric vehicles.

Originally known as the high-performance division of the Seat brand under the Volkswagen umbrella, Cupra broke out into a standalone brand in 2018. Now, Wayne Griffiths, Cupra CEO, has announced the brand's plans to set its sights firmly on conquering the vast US market.

Cupra's initial offerings will target the rapidly growing EV crossover segment with two exciting models. First up is an all-electric Cupra Tavascan, a sleek, performance-oriented crossover with head-turning looks. The 340 hp VZ version shares its powertrain with the just-unveiled ID. Buzz GTX and will be a very popular choice.

This will be joined by a larger, yet-to-be-named electric crossover SUV aimed directly at the family-oriented market, offering both style and practicality. Interestingly, this larger SUV will be assembled in North America, likely within Volkswagen's existing factories in Mexico, potentially boosting its appeal and qualifying it for valuable EV tax incentives.

It's unclear at this stage if the Cupra Born will join the US lineup. This essentially re-badged VW ID.3 offers a compelling choice of powertrains, with a 322 hp RWD VZ version sitting at the top of the range.

Since its inception, Cupra has gained a reputation for its focus on bold designs, sporty styling, and a performance-driven approach to electric vehicles. While Cupra models often share platforms with their Volkswagen cousins, they stand out with daring styling cues that set them apart as a true alternative.

Unlike other mainstream electric car brands, Cupra could position itself as a direct competitor to fellow European performance brands like Alpine, which also has plans to launch all-electric models in the US market. This could lead to exciting rivalries in the performance EV segment.

Currently, Cupra enjoys a successful presence in several global markets. However, Griffiths recognizes the vast potential of the US market for further expansion. "By the end of the decade, Cupra will be entering the US market," he said, "We plan to launch with the battery-electric version of the Formentor and a bigger electric crossover SUV.”

Cupra's initial focus will be on states located on the coasts of the US, as well as Sun Belt states, where EV adoption is typically higher. These regions often lead the way in new automotive trends.

The big question mark with Cupra's arrival isn't the cars themselves but the brand's potential distribution model. Griffiths hinted at a possible 'new distribution model', leaving room for speculation. Could Cupra adopt a Tesla-like direct sales model to shake things up, or could we see a new type of dealer partnership designed to support an EV-focused brand while appeasing its parent company's US dealerships? This is a key development to watch.

Cupra's move also highlights the Volkswagen Group's more focused approach to the US market. While VW brands have found major success worldwide, their US presence lags slightly behind. Adding Cupra to the mix, alongside the upcoming Scout electric truck brand, could finally give the VW Group the dominant market position it craves in America.

Via