Volkswagen’s Cupra Brand Starts Market Testing to Debut in the US

According to Volkswagen Group’s SEAT Cupra CEO Wayne Griffiths, Cupra has been conducting market testing for the potential entry into the US market. Cupra has recently entered new markets outside of Western Europe and is producing a number of all-electric models in Spain in an effort to establish itself as a distinct EV brand.

Cupra, or SEAT Cupra, S.A.U., is a high-performance SEAT subsidiary that was established in 2018. Since the middle of the 1980s, Volkswagen Group owns SEAT completely.

Cupra is now a distinct brand with its own models, despite the fact that it started out as a SEAT subbrand with a focus on performance. By 2025, the Spanish automaker intends to introduce three new EV models, one of which will be the UrbanRebel.

Plans for expanding into new markets like Mexico and Australia were also mentioned in that announcement regarding electrification. Colombia and Chile will soon follow, and sales are already underway in those markets. However, the CEO of SEAT Cupra claims that the US market may soon be a target if the company is able to continue expanding in Europe first.

Griffiths continued by stating that the initial feedback has been encouraging, even though Cupra is merely testing the market in the United States. Having said that, the brand has yet to reveal which of its models it is considering shipping to US customers. The Cupra Born is the only electric vehicle that the VW Group subsidiary sells at the moment. Soon, the all-electric Tavascan compact SUV and the aforementioned UrbanRebel will follow.