Cupra, Volkswagen Group’s sporty EV-focused brand, is starting market testing for a possible expansion to the U.S., Seat and Cupra CEO Wayne Griffiths said.
The potential move is part of a push to add new markets for Cupra, which was once a performance-oriented sub brand of VW’s Spanish brand Seat but now has its own distinct models.
Cupra has started sales in Mexico and Australia, and it will soon add Colombia and Chile. Expansion to new markets will help Cupra reach its mid-term goal of selling 500,000 cars a year, the brand said this week in a release.
"As far as our ambition of being truly global, we are currently analyzing a possible entry into the North American market," Griffiths said Wednesday at Cupra's annual news conference. "At the moment, we are testing our brand with potential clients; we think Americans would love Cupra’s design and great performance."
The first results of those tests are very promising, he added.
Griffiths did not say which models Cupra might sell on the U.S. market. The current lineup includes four compact models: The Leon hatchback, the Formentor crossover, the Ateca SUV and the Born, a full-electric hatchback.
Next year, they will be joined by the Tavascan, a compact electric SUV, and the Terramar, a midsize crossover. The Tavascan will be unveiled next month in Berlin.