To advance towards the globalization of Cupra by entering the US market at the end of this decade. With this objective, the Barcelona firm has opened preliminary conversations with Penske Automotive Group, with whom it is exploring an alliance in the United States.
"Cupra's ambition is to be a truly global brand and expansion into the United States represents one of the biggest milestones on our journey," said Wayne Griffiths, CEO of Cupra and Seat. According to him, Penske Automotive Group is the "best possible partner" to reach the United States, due to its position and its distribution network.
"Penske Automotive Group's leadership in the sector and its experience with the Volkswagen Group make it a very promising potential alliance," added Griffiths, who stressed that entering the United States requires "a solid distribution and sales strategy."
The forecast is that Cupra's range for the United States will include combustion, plug-in hybrid, and 100% electric vehicles. But the firm's expansion will go beyond sales: Cupra will leverage synergies within the Volkswagen brands grouped in its Brand Group Core by producing one of the models in Volkswagen factories in the North American region.
Details on the models and range will be announced in the coming months, as will the definitive location of Cupra's US headquarters. To lead this landing, the former general manager of Cupra Germany, Bernhard Bauer, has been appointed general manager of Cupra United States.
Cupra takes this step in its internationalization after having sold more than 750,000 cars since its launch in 2018, when it was launched in Barcelona.