Volkswagen slows down the launch of the Cupra brand in America

The Volkswagen Group had set its sights to bring Cupra to the United States towards the end of the decade. However, the plan that was announced about a year ago is no longer appropriate, because the Spanish automaker “has decided strategically to postpone its entry into the US until after 2030. Why? It quotes” continuous challenges within the car industry and in the light of the evolving market dynamics. “

The vague statement does not state rates, but the volatile situation in the US probably played a role in the decision of the VW Group to postpone the launch of the Cupra brand. Originally the company was planning to bring an electric breeder to America, together with a larger electric SUV. But not all vehicles should be EVs. Former chair and Cupra CEO Wayne Griffiths told us at the end of last year that hybrids, plug-in hybrids and pure gas cars were also part of the plan.

The strategy included opening 20 so-called Cupra City garages with the help of Penske throughout the country, focused on the East and West Coast and Sun Belt States. Instead of replicating its European line-up, Cupra strived for a US-specific portfolio, including a locally built vehicle. The models are expected to be larger and have a separate design language that is tailored to American flavors. The purpose of the medium term was to sell 100,000 units annually.

Cupra emphasizes that the launch is only postponing, does not cancel: “We do not stop, simply postpone our American launch and will continue to check market developments in the coming years to determine the best timing and approach, in accordance with the long-term vision of the brand,” said Sven Schuwiudth, Executive Vice-President at the sitting.

In the meantime, Cupra had its best first half of the year to date, with 167,600 units, an increase of 33.4 percent compared to the same period last year. Since he was split off from the chair in 2018, the brand has sold more than 900,000 vehicles and expects to reach the milestone of one million in the coming months. Cupra is now a chair that has suffered a fall from 21.4 percent to 135,000 units, or 32,600 fewer cars than the younger brand.

The announcement of Cupra follows a similar decision by Renault, who intended to bring his Alpine Sub brand to the US in 2027. During a recent profit call, Renault CFO and Interim CEO Duncan Minto attributed to the constant uncertainty in the American market in the American market in the American market in the American market in the American market in the American market: “Consider what is going on in the US, I don’t think it’s the right time to spend money.”