• CUPRA initiates partnership talks with Penske Automotive Group for planned 2030 US market entry

• Company will manufacture vehicles in North America and offer electric, hybrid, and conventional powertrains

• Former CUPRA Germany executive Bernhard Bauer appointed to lead US operations

Spanish automaker CUPRA has initiated preliminary discussions with Penske Automotive Group regarding a potential partnership for its planned entry into the US market by 2030. The talks mark a significant step in the brand’s global expansion strategy.

North American Production Plans Set to Drive Growth

The company plans to manufacture one of its models in Volkswagen factories across North America, offering a range of internal combustion, plug-in hybrid, and battery electric vehicles. CUPRA will enter a market where its vehicles will compete with established premium brands like Audi, BMW, and Mercedes-Benz, while offering comparable features at more competitive price points. Bernhard Bauer, former Managing Director of CUPRA Germany, has been appointed to lead US operations as Managing Director of CUPRA USA.

“CUPRA’s ambition is to be a truly global brand and expanding into the United States represents one of the greatest milestones on our journey,” said Wayne Griffiths, CEO of CUPRA. “We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success.”

The brand positions itself between mass-market and premium segments, targeting specific states aligned with its market strategy. The brand positions itself between mass-market and premium segments, targeting specific states aligned with its market strategy. Its current European lineup includes models that compete with vehicles like the Audi Q3, BMW X2, and Range Rover Evoque in the crossover segment, as well as premium hatchbacks from established manufacturers. While specific US model details await announcement, the company’s lineup could provide alternatives to both mainstream and luxury vehicles in the growing crossover and electric vehicle segments.

Since its launch in 2018, CUPRA has sold over 750,000 vehicles globally and operates more than 900 points of sale worldwide. The brand’s current lineup includes the Ateca SUV, Leon, Formentor, and the all-electric Born. Recent additions include the Tavascan electric SUV coupe and the Terramar, which was named a finalist for the 2025 European Car of the Year.

The company has already established presence in markets outside Europe, including Mexico, Turkey, and Australia. CUPRA’s brand value currently stands at 2.1 billion USD, with nine flagship CUPRA City Garages in major global destinations including Mexico City, Munich, and Sydney.