CUPRA intends to bring full-size, electric cars to market in the US, and the brand has already started to move in that direction.
Published by The team in News the 24/03/2023 at 17:55
The possible expansion of CUPRA to the United States is a serious topic that has been discussed for several months. CUPRA and SEAT CEO Wayne Griffiths has confirmed that the brand has already started testing the US market in preparation for this expansion.
These statements were made during the presentation of the company's financial results in 2022, which aim to make CUPRA a global brand and pave the way to new markets. The United States is considered a key market for this expansion, which has already begun with the arrival of the brand in other countries such as Australia and Mexico .
Additionally, Griffiths has hinted that it may release different models than what it currently offers in its portfolio.
How could the first surveys of potential customers and owners of high-end cars be if approached from the angle of electric mobility?
According to Automotive News , Griffiths reiterated his interest in a North American market entry for CUPRA , as he previously expressed last summer and in late 2022. However, he has now confirmed the first concrete step of this. project by stating: "We are currently testing our brand with potential customers" and added that the first results were very encouraging.
According to Autocar , CUPRA plans to sell full-size all-electric models in the United States. The company's CEO told Autocar that to adapt to American standards, they need a model that is both electric and suitable for the American market, and that will be achieved through the next generation of electric cars. based on Volkswagen's SSP platform , not the brand's current models.
In 2028, CUPRA plans to launch a new architecture that will allow the brand to become fully focused on electric sports cars. This new architecture is seen as a key way to achieve CUPRA's goal of being an all-electric sports brand. The brand also plans to enter the US market by the end of the decade. Currently, CUPRA offers plug-in hybrid vehicles such as the CUPRA Born and Formentor PHEV in Australia, but has not yet released electric cars in the United States .
CUPRA is currently present in different markets, including Australia, Mexico, Chile and Colombia. In Australia, the brand markets plug-in hybrid vehicles, such as the CUPRA Born and Formentor PHEV , as well as petrol models, such as the CUPRA León and Ateca . In Mexico, CUPRA's lineup consists entirely of petrol models, while in Chile and Colombia the lineup is even smaller and only offers petrol models. Despite this, the company achieved a 14% increase in business volume in 2022.
SEAT SA , which includes both SEAT and CUPRA , is satisfied with the results for the year 2022. The company recorded a 14% increase in its business volume, for a total billing of 10,513 million euros. SEAT SA also plans to open new dealerships and launch new models soon. This decision is motivated by the positive results recorded in 2022 and by the growth prospects of the CUPRA brand , in particular with the arrival of the new architecture in 2028 and the potential expansion of the brand in the American market.
The company has recently reoriented its strategy by prioritizing the CUPRA brand, while investing 3 billion euros to electrify the Martorell plant . This factory will be responsible for producing Volkswagen's new electric car "for everyone" named the ID.2all , as well as the future model of the CUPRA Born , the UrbanRebel .
In the coming years, the company will continue to expand with a view to making CUPRA one of the top 100 global brands. To do this, it plans to open new City Garages dealerships in Madrid , Berlin, Paris and Manchester this year.
The brand is also preparing to launch several new models, including the CUPRA Tavascan and CUPRA Terramar SUVs in 2024, and the electric UrbanRebel in 2025. The company hopes that CUPRA It will achieve half of its turnover by this year.
