Volkswagen Won't Launch Cupra in U.S. Until After 2030
We’ve been hearing that Volkswagen would bring Cupra to the U.S. by 2030, but that plan has been moved back. The automaker recently announced that it had “strategically decided to postpone” its U.S. debut due to “ongoing challenges” in the industry.
Cupra was clear that this is a delay, not a cancellation. The company’s executive vice president of sales, marketing, and aftersales, said, “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.”
VW and Cupra had planned to bring an electric version of the Formentor, along with other models, including a range of gas and hybrid vehicles. At least one model was slated for U.S. production, and the company said it planned to deliver a tailored lineup for the country, rather than ship models from other markets. Cupra has had a solid 2025 so far, surpassing its former parent brand, SEAT, which has seen a significant sales decline in recent times.
Cupra also wanted to open at least 20 Cupra City Garage locations across the U.S., including population centers on the coasts. The showrooms were planned to open in partnership with Penske, one of the largest dealer groups in the country, differentiating it from VW’s other up-and-coming brand, Scout, which wants to sell directly to consumers.
[Images: Cupra, Scout]
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Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.
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These things take a long, long time. For VW.
Volkswagen’s decision to delay Cupra’s U.S. launch until after 2030 shows strategic thinking and patience. It gives the brand more time to fine-tune its cars and technology for the American market. When Cupra finally arrives, it’s sure to bring bold design and performance-driven cars that will stand out. Excited to see what the future holds!