Volkswagen has officially postponed the launch of its Spanish performance brand, Cupra, in the United States. The move, which pushes Cupra’s U.S. debut until after 2030, marks a strategic retreat by the automaker due to the ever-shifting dynamics of the American automotive market. Initially, Volkswagen had announced bold plans to bring Cupra across the Atlantic before the end of the decade, but the company now says it is “strategically delaying” the entry.
While the company hasn’t pointed fingers directly at tariffs or political concerns, the vague mention of “ongoing challenges” suggests a broader caution about launching a new brand in such an unpredictable environment. Cupra’s U.S. lineup was expected to include electric vehicles like the Formentor EV, a larger SUV, and even traditional hybrids and gasoline-powered cars. The approach was meant to balance European styling with American preferences, including larger, locally produced models.
Cupra had ambitions beyond just cars. A rollout plan included the opening of 20 “City Garages” through a partnership with Penske, targeting major markets on both coasts and in the Sun Belt region. The brand was aiming for a distinct identity in the U.S., with a tailored product line and a goal of selling 100,000 vehicles annually in the medium term.
Despite the delay, Cupra is performing well in other markets. The brand had a record-breaking first half of the year, delivering 167,600 vehicles—up 33.4% compared to the same period last year. Since separating from SEAT in 2018, Cupra has sold over 900,000 vehicles and is expected to hit the 1 million milestone soon. Interestingly, Cupra is now outselling SEAT, which saw a 21.4% drop in deliveries during the same time frame.
Sven Schuwirth, Executive Vice President for Sales, Marketing and Aftersales at SEAT, emphasized that the U.S. plan is not off the table. “We’re not stopping—just postponing our U.S. launch and will continue to monitor market developments to determine the best timing and approach,” he said. The decision echoes a recent move by Renault, which delayed the U.S. introduction of its Alpine sub-brand due to similar market uncertainties.
