CUPRA USA x Penske Automotive Group

CUPRA has started preliminary conversations with Penske Automotive Group, exploring a partnership that will help us take our vision to the United States by 2030.

Since our launch in 2018, we’ve made waves, becoming the first new automotive brand within the Volkswagen Group and selling over 750,000 cars. Europe has embraced us and we’ve proven our strength in markets like Mexico, Turkey and most recently, Australia.

CUPRA will now take its unstoppable impulse to the USA by the end of the decade.

The Unconventional Challenger Brand Takes the USA

It goes without saying that we exist to inspire the world from Barcelona – through art, technology, culture and cool cars.

Not Your Ordinary Car Brand

Positioned between the mass and premium segments, CUPRA was created for a new generation that isn’t afraid to push boundaries. Every CUPRA model combines bold design with exceptional performance, whether it’s an ICE, PHEV or Battery Electric Vehicle (BEV).

We took our first major step in globalisation when we launched in Australia. Now, we’re ready to undertake the most ambitious step yet.

Expanding to the U.S. will be our biggest challenge yet, but we’re ready for it. We’re already having discussions with Penske Automotive Group, a partner who shares our vision and has the expertise to help us connect with American car lovers.

Statement from CUPRA CEO, Wayne Griffiths – A New Distribution Model

As Wayne Griffiths, our CEO, said: “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. We have great respect for the U.S. market, recognising that a strong distribution and retail strategy is essential for success. By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers. Penske Automotive Group’s leadership in the industry and experience with the Volkswagen Group make this a very promising potential partnership.”
 

Managing Director of CUPRA & Synergies within Brand Group Core

CUPRA will launch in the US market at the end of the decade, in key states. Our range of products are expected to include a mix of ICE, battery electric vehicles (BEV) and hybrid cars (PHEV). CUPRA will leverage synergies within the Brand Group Core by producing one of the models in Volkswagen factories in the North America region.

To lead the way, we’ve appointed Bernhard Bauer, formerly Managing Director of CUPRA Germany, as Managing Director of CUPRA USA.

The final location for its headquarters and details of the specific model lineup will be announced at a later date.

Hybrid & Electric Cars for Car Enthusiasts with a Rebellious Spirit

Since launching in 2018, we’ve disrupted the European automotive industry and inspired with a fully-fledged lineup of vehicles. Our vehicle ranged includes CUPRA Ateca, a sporty SUV; the CUPRA Leon hatchback, recently redesigned with 100% CUPRA DNA and the CUPRA Formentor, our bestselling model and model icon.

Leon redefined our DNA and the compact SUV, CUPRA Formentor, became our bestseller and a modern icon. The CUPRA Formentor and CUPRA Born, our first 100% electric car, were both finalists for the European Car of the Year award.

This year, CUPRA unveiled its most significant product expansion yet, launching the CUPRA Tavascan – our first fully electric SUV coupe – and the electrified CUPRA Terramar, which has already been shortlisted for the 2025 European Car of the Year Award. On the horizon is the CUPRA Raval, our radical interpretation of an electric vehicle.

Globalisation & CUPRA Garages

CUPRA is a design led and performance driven brand that has achieved significant success internationally, earning over 200 awards, including the Red Dot Award: Best of the Best for the DarkRebel Showcar, the most radical interpretation of what CUPRA can be.

CUPRA has been named the 2nd trendiest brand by “Auto Motor und Sport” in Germany. We’ve achieved a brand value of 2.1 billion USD, with more than 900 points of sale worldwide, including 9 flagship CUPRA City Garages in major global destinations: Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney, Berlin, Paris and Madrid. We hope to open up shop in the USA soon.

Beyond Cool, Modern Cars

As the definitive unconventional challenger brand, we got beyond the automotive industry – teaming up with F.C. Barcelona, shaking up the music scene with Primavera Sound music festival.

As we gear up to take on America, we’re more motivated than ever to inspire a new generation of drivers.

This is just the beginning of our next big chapter and we can’t wait to show the USA what CUPRA is all about.

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