Cupra has suspended entry into the US market
Cupra, a Volkswagen Group company, reported record sales for the first half of 2025, with deliveries up 33.4 per cent to 167,600 vehicles. However, one of its key expansion projects appeared to be frozen. The company has officially announced that it has abandoned its plan to enter the US market by 2030.
Here's What We Know
The official statement cited "ongoing challenges for the auto industry" and "changing market conditions." Cupra didn't reveal any details, but it apparently refers to slowing demand growth for electric cars in the US and new import duties on European cars.
According to the latest agreements between the EU and the U.S., the duty on European cars has increased from 2.5 per cent to 15 per cent. Earlier it was planned that Cupra would enter the US market with two electric crossovers: one - a successor to the Formentor model, the other - a larger SUV. The latter was to be produced at one of VW's facilities in North America, possibly in Mexico, but now imports to the US from that country are subject to a 30 per cent duty. Cupra was also reportedly in talks with dealer group Penske to sell electric, hybrid and internal combustion engine vehicles.
Cupra executives insist they are not completely abandoning the idea of entering the U.S. market, only postponing it indefinitely. Cupra is hopeful that the trade situation may change in a few years.
"We are not stopping, just postponing the US launch, and we will continue to monitor the market in the coming years to determine the best timing and approach that fits the long-term vision of the brand," said Sven Schuwirth, executive vice president of sales, marketing and aftersales at Seat (Cupra's parent company).
Source: Seat
