• Cupra has begun preliminary talks with the Penske dealer group about launching in America.
  • The sporty VW-owned brand wants to be on sale in key US states before the end of the decade.
  • Cupra is expected to offer ICE, PHEV, and fully electric powertrains in next-generation SUVs and crossovers.

Cupra’s dream of launching in the US just came a little closer with the news that the VW-owned Spanish brand has opened first-stage talks with the Penske dealer group.

Though no concrete deal has been announced, the fact that Cupra is even talking about the two companies getting around a table indicates discussions are probably more advanced than it’s letting on. No detailed timeframe was given for Cupra’s US debut but the automaker reiterated its previous stance, saying it was targeting an American debut by the end of the decade.

Related: It’s Official, Cupra Coming To US With 2 Electric Crossovers

But that debut will see the brand appear “in key states aligned with the brand,” rather than nationwide. Penske Automotive already has a solid relationship with the Volkswagen Group so it makes for an obvious choice to help Cupra get a foothold in a market where 99 percent of drivers have never heard of it.

“Cupra’s ambition is to be a truly global brand and expanding into the United States represents one of the greatest milestones on our journey,” said the automaker’s CEO, Wayne Griffiths. “We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success.”

Cupra is expected to bring combustion, plug-in hybrid, and fully electric models to North America, though the cars themselves will be a generation on from the vehicles currently sold in European and Australian dealerships.

VW Group’s Cupra Talking To Penske About 2030 US Launch With ICE, EVs

In March of this year, Griffiths confirmed that Cupra would kick off its American adventure with an electric version of the next Formentor crossover and also a bigger electric crossover SUV, that second model slated for production at VW facilities “in the North American region, including Mexico.”

There was no mention of non-EV powertrains back then, but it’s no surprise that Cupra is now talking about models with ICE elements given the American public’s disinterest in pure battery cars so far. Building an SUV in Mexico also looks potentially problematic now that Donald Trump  – who has vowed to apply high tariffs on Mexico-built cars – won the election.