Cupra Boss Hints At Possible US Market Launch

Cupra, a Spanish automaker under Volkswagen Group, was once the performance division of Seat until it spun off into its own company. As it prepares for an Australian launch later this year, execs all but confirmed that the brand is considering a US launch.

While speaking with Drive prior to the grand opening of Cupra's new showroom in Sydney, Cupra CEO Wayne Griffiths hinted at the automaker's potential interest in the North American market. "There are markets outside of Australia that we're developing. We're strong in South America, particularly in Mexico but also in Columbia and Chile," he said. "On top of that, obviously if you want to become a global brand — our reason for coming to Australia — is to prove that we can become a global brand. Then obviously you need to look at markets like North America, but that would only be in a second phase. For now there is no decision being made on North America, but we're starting to analyze (the market)."

Griffiths was then asked if Cupra was planning on entering another major automotive market, China. The answer is no. "The Volkswagen Group has quite a dominant share (in China) among its existing brands. They have a very strong position with Audi, Volkswagen and Skoda. So go to China? Not at the moment," he explained. "We have more priority for the US."

Entering the US market is no easy feat. Cupra would have to face challenges, like meeting US standards for safety, performance, and emissions. However, being part of VW Group brings some upsides, as Cupra's vehicles share their platforms with many familiar Volkswagen models, like the Taos and Golf.

Do you think Cupra is capable of making it to the US?

Images: Cupra