- The sporty brand owned by Volkswagen has confirmed plans to launch in the United States by 2030
- One of the electric crossover SUVs will be built in North America, likely to qualify for tax credits
- Cupra will initially be available on the East and West Coasts and the Sun Belt states, sold through a new distribution model.
Cupra is coming to America, but are Americans ready for Cupra? That’s our question of the day and we have our doubts.
There’s a growing number of EVs on the market and a handful of brands have failed to establish themselves in America. While Fisker, Lordstown and Faraday Future are some of the best known examples, Polestar hasn’t exactly been a runaway success and the overall EV market has cooled.
While the situation could change by the time Cupra arrives by the end of the decade, their U.S. lineup will only consist of two vehicles. One of them will be an electric Formentor, while the other will be a large electric crossover that will be produced in North America.
Current Formentor shown
Little else is known about the vehicles at this point, but there’s no shortage of electric crossovers and it could be hard for a brand like Cupra to stand out. Combine that with little to no name recognition and there are plenty of challenges to be had.
Even Cupra seems to know they’re facing an uphill battle as the brand is planning a phased rollout. The company has been coy on specifics, but has previously confirmed a limited launch in select states on the East and West coasts as well as in the Sun Belt. However, this isn’t too surprising as these markets have traditionally been accepting of EVs and many automakers focus on them.
More: Cupra Coming To U.S. With 2 Electric Crossovers
It’s also worth noting Cupra will likely face a harder time in America than Scout, which is leaning into its off-road heritage. Scout has done particularly well in this regard as they’ve courted fans and owners of classic models as well as engaged with the enthusiast community, a bit like Ford did ahead of the Bronco’s return.
We’ll get a better idea of Cupra’s chances when we finally see the production models as well as their specs and pricing, but do you think they’ll succeed in America? Let us know in the comments below.
