Confirming previous rumors, Cupra has revealed that it is analyzing a potential entry into the North American market in a move that could establish the Spanish carmaker as a truly global brand.
Chief executive Wayne Griffiths made the revelation while speaking during Seat’s recent annual press conference. While a final decision has not yet been made, such a move would come on the back of Cupra’s arrival into the Australian market last year.
“At the moment, we’re testing our brand there [in North America] with potential clients where we think Americans would love Cupra’s design and great performance,” Griffiths said. “And I have to say, the results from these first tests are very promising and very positive.”
This is not our first time hearing about Cupra’s possible expansion into North America. In July last year, Griffiths said the carmaker had started to analyze the North American market.
Read: Cupra Could Be Targeting A Potential Expansion To The United States
Cupra certainly has some models in its current line-up that would appeal to North American buyers, in particular the U.S and Canada. For example, the Formentor SUV is a solid performer and has an aggressive design and plenty of power to make it pretty attractive. The forthcoming Terramar SUV also has the U.S. written all over it, as does the planned Tavascan.
Cupra’s potential entry into the North American market would likely result in significant growth for the brand, which has already seen a surge in sales in recent years. In 2022, Cupra delivered 152,900 vehicles, a 92.7% increase from the 79,300 units sold in 2021. These figures are rapidly closing the gap between Cupra and its parent company, Seat, which saw its sales plummet by 40.5% in 2022 to 232,700 units. With this growth trajectory, a successful entry into the North American market could establish Cupra as a major player in the global automotive industry.