The Spanish brand has several models that could perform well in this market
The Volkswagen Group includes a diverse group of brands, several of which aren’t sold in the United States. Cupra is one of them, a Spanish manufacturer owned by SEAT, but with more of a sporty edge.
By the end of this decade, Cupra was set to launch two EVs in the U.S. market, including the Formenter crossover. Sadly, uncertain market conditions have resulted in Cupra postponing its entry into the United States, as stated in a new earnings report.
U.S. Launch Delayed But Not Off The Table
Cupra
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Cupra’s decision formed part of SEAT’s first-half earnings report, where the manufacturer said product costs, EU tariffs, and tougher competition have combined to make 2025 a tough year. We already know that profits are dramatically lower for the VW Group as a whole this year.
“We’re not stopping, just postponing our U.S. launch and will continue to monitor market developments in the coming years to determine the best timing and approach, aligned with the brand’s long-term vision,” said Sven Schuwirth, Executive Vice-President for Sales, Marketing and Aftersales at SEAT S.A.. “In the meantime, Cupra will build on the strong momentum it has achieved in existing key territories and will soon expand into new high-potential markets to broaden its global footprint.”
The company did not mention how long it would delay a launch in the USA, but it anticipates an equally challenging second half of the year.
Cupra Was Planning To Launch In Specific States
As we reported last year, Cupra’s plan was to launch in specific states where it believed customers would respond most strongly to the brand. These regions included the East Coast, West Coast, and Sun Belt states.
Besides the Formenter, the brand was also expected to launch a larger electric SUV that was expected to be related to the Audi Q6 e-tron. A four-door hatchback is another possibility, and although the two electric SUVs were planned for the initial launch, Motor 1reports that hybrids, plug-in hybrids, and pure ICE cars were all being considered for this market.
We would have loved to have experienced the Cupra Born, a sporty electric hatchback related to the VW ID.3, although the chances of VW bringing such a small EV here are slim. The striking Tavascan coupe-SUV (pictured immediately above) is more likely, given its sharp design and larger size.
Either way, Americans will have to wait a bit longer to experience this exciting Spanish brand’s vehicles.