CUPRA Wants America

CUPRA announces its largest product offensive to date with the launch in 2024 of two new models and a U.S. plan.

CUPRA can be pleased with a strong performance, achieving 230,739 deliveries in 2023, an increase of 50.9% compared to 2022 (152,896).

As a driver of the current transformation of its parent company SEAT, CUPRA begins a new chapter in its history. 2024 marks the start of its largest product offensive to date with the launch of new models. 2024 will see the arrival of the Tavascan, the brand’s second 100% electric model, and the Terramar, its electrified SUV. CUPRA also announced new versions and updates to its Leon and Formentor models, which will be unveiled in the coming weeks.

CUPRA wants to cross the Atlantic

During today’s event, the manufacturer also confirmed the next major step in its global development by officially announcing its launch in the United States. “CUPRA will enter the American market by the end of the decade, confirmed Wayne Griffiths, CEO of SEAT and CUPRA. We plan to launch the brand with the electric version of the Formentor and a larger electric crossover. The latter will be produced in Volkswagen Group factories in North America, including Mexico. Initially, the brand will be offered in certain states on the East Coast and West Coast, as well as in the Sun Belt states. This launch will be accompanied by a new distribution model.”

The brand is also pursuing its strategy to reach consumers by opening new City Garages in Istanbul, Vienna, and Manchester. The ambition of the Spanish gem is clear: to become a truly global brand.