The Volkswagen Group has delayed the launch of its Cupra brand in the U.S. to beyond 2030, citing persistent challenges within the automotive sector.
Volkswagen initially planned to introduce its Spanish brand Cupra to the U.S. market by 2030, but the timeline has now been pushed back, as the company has ‘strategically decided to postpone’ its American debut until sometime beyond 2030.
Cupra pointed to ongoing challenges and evolving market dynamics as reasons for the delay.
“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,” Sven Schuwirth, Cupra’s executive vice president of sales, marketing, and aftersales, said.
He further noted that the automaker will closely observe market trends over the next few years to identify the most suitable timing and strategy, in line with the brand’s long-term goals.
Volkswagen and Cupra had intended to introduce an electric variant of the Formentor in the U.S., alongside additional models spanning gasoline and hybrid powertrains. One of these vehicles was earmarked for local production, with the company emphasizing a customized lineup specifically designed for the American market instead of importing existing models. Cupra enjoyed a strong performance in 2025, outpacing its former parent brand, SEAT, which has experienced a notable drop in sales lately.
Cupra’s strategy also involved launching 20 dedicated City Garages in partnership with Penske, one of the largest dealers in the country, focusing on key regions like the East and West Coasts and Sun Belt states. The company’s medium-term objective was to reach annual sales of 100,000 units.
In the meantime, Cupra recorded its strongest first-half performance ever, with 167,600 vehicles delivered—an increase of 33.4% compared to the same period last year. Since separating from SEAT in 2018, the brand has sold over 900,000 units and is on track to hit the one-million mark in the near future. Cupra has now surpassed SEAT in sales, as the latter saw a 21.4% drop, falling to 135,000 units—32,600 fewer than the brand.
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