Seemingly out of nowhere, Volkswagen determined to convey one in all its European manufacturers to America. However as a substitute of granting a US visa to the better-known Skoda or SEAT marques, the higher-ups selected the newcomer, Cupra. Cupra has been within the VW Group since 2018, however the identify has been used for range-topping SEAT fashions since 1996. Even so, Cupra continues to be largely unknown within the US.

Cupra will land on US shores by the tip of the last decade. To make it occur, VW Group is at the moment negotiating with Penske Automotive to open 20 American showrooms. The corporate nonetheless hasn’t introduced which automobiles might be bought right here—past rumblings of a giant crossover—but when Cupra desires to reach America, it wants automobiles, not SUVs.

Volkswagen already has a lot of the SUV market lined with fashions just like the Atlas, Atlas Cross Sport, Taos, and Tiguan—most of that are new or up to date. If VW all of the sudden will get the urge to convey much more crossovers to America, it has loads to select from: The T-Cross, T-Roc, Touareg, and so on.

Introducing a model to the vastly aggressive US market to promote the umpteenth SUV does not strike me as a recipe for achievement. Cupra wants to face out by providing completely different merchandise as a substitute of reskinned VW crossovers. In any other case, the model will get misplaced in a sea of high-riding fashions which have much more acquainted names folks will desire as a substitute.

CEO Wayne Griffiths instructed Automotive Information the Euro styling might be carried over, however will that be sufficient for Cupra to lure in consumers in an already crowded market? One of many fashions earmarked for the US will differ from what Cupra at the moment gives in Europe. It will be bigger to go well with American tastes, and the intent is to construct it regionally.

One other may come from Europe, the place the model sells seven fashions: The Born electrical hatch, the Leon compact hatch and wagon, the Ateca and Formentor crossovers, the Tavascan electrical compact crossover, and the larger Terramar SUV. Later this 12 months, the Raval small electrical hatch, which might be twinned with the upcoming VW ID.2, will observe.

Contemplating the VW Golf is bought within the US strictly within the costlier GTI and R flavors, Cupra may fill a void by promoting a less expensive Leon with much less peppy gasoline engines and thrifty plug-in hybrid powertrains. On the efficiency facet, the Golf R wagon can be forbidden fruit right here, so a Leon Sportstourer with a 328-horsepower engine could be good.

Positive, a sizzling wagon could be a distinct segment product, however one can dream, proper?

Cupra has already backtracked from its unique plan to promote solely electrical automobiles within the US, selecting as a substitute a mixture of gasoline, plug-in hybrid, and electrical powertrains. Past the Cupra and SEAT fashions, the VW Group, with its important model and Skoda, gives loads of conventionally powered automobiles for individuals who have not been bitten by the SUV bug. Cupra has the potential to convey a few of these forbidden fruits to America and lure in prospects eager for the times when Ford used to promote the Fiesta or Focus.

Gross sales outcomes for 2024 have strengthened that the US is extra into large SUVs than another area. Nonetheless, some folks will all the time desire regular automobiles, and Cupra, by its father or mother firm, can ship that. Practically 800,000 folks purchased a Camry, Civic, or a Corolla final 12 months within the US, so clearly, there’s nonetheless potential for automobiles to succeed even in truck-loving America.