Cupra postpones US market entry

Seat brand Cupra has decided to delay its planned US launch beyond 2030 due to shifting market dynamics and regulatory uncertainty in the EV sector. Discussions with US dealer Penske Automotive have also been put on hold.

Cupra has confirmed a delay to its entry into the US market, originally scheduled for 2030. The decision, described as strategic, comes in response to ongoing challenges in the automotive sector and changing market dynamics, according to Seat’s Q2 financial update.

Talks with the US-based dealership group Penske Automotive, which were announced in November 2024, had aimed to establish a retail network for Cupra in the United States. These plans were championed by then-CEO Wayne Griffiths, who has since left Seat and Cupra.

Seat clarified that the revised US strategy is unrelated to Griffiths’ departure. Instead, it reflects current demand projections, especially in the electric mobility sector. The future of EV adoption in the US remains uncertain following the rollback of federal tax credits for electric vehicles under President Donald Trump. Additional federal incentives for charging infrastructure are either under threat or have already been cancelled. Although a temporary boost in EV demand is expected before the tax credit’s expiration in September, the longer-term outlook remains unclear.

“We’re not stopping, just postponing our US 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,” said Sven Schuwirth, Seat’s Chief Sales Officer. “In the meantime, CUPRA will build on the strong momentum it has achieved in existing key territories and will soon expand into new high-potential markets to broaden its global footprint.”

In the first half of 2025, Cupra delivered 167,600 vehicles, marking a 33.4 per cent increase year-on-year. In contrast, Seat’s deliveries fell by 21.4 per cent to 135,000 units. Combined, the two brands delivered 302,600 vehicles – a marginal overall increase. While Seat/Cupra did not publish separate EV delivery figures, it reported a 105.3 per cent rise in total electric vehicle deliveries.

Seat described the first half of the year as “challenging” from a financial perspective, citing changes in sales mix, increased product costs and intensifying competition. EU tariffs on the China-built Cupra Tavascan – a key EV model in the portfolio – have also impacted earnings. Additionally, Seat’s main Martorell plant has seen reduced output due to retooling for future EV production, including the Cupra Raval and VW ID.2.

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