Until recently, the name Cupra was associated with the sports division of SEAT, a Spanish car brand owned by the Volkswagen AG group. In recent years, Cupra has become more and more emancipated to the point of becoming a division in its own right within the group. While SEAT has never really been considered for North America, Cupra has not. By the very admission of the boss of the brand, the company is currently exploring the idea of setting up in North America; for the moment, the picture is very positive.
We often hear rumors of European brands wanting to set up shop or even make a comeback in North America, this fertile ground for automobile sales. However, it is rather rare that these fine words come to fruition. Things may change with Cupra. Historically, Cupra was the sports division of SEAT, a Spanish brand owned by Volkswagen.
As it sells its vehicles almost exclusively in Europe, SEAT has never been one of the biggest players within the Volkswagen group. With Cupra, it seems the management has a bit more ambition. Last year, Cupra was successfully introduced in Australia, which has seen the brand experience a surge in sales globally. For the company, the next step seems to be North America, the United States and Canada.
Rumors had been swirling around for a while, but when, the boss says, it’s no longer a rumor, it’s news. Wayne Griffiths, Chief Executive of Cupra, at a major annual press conference for the brand, confirmed that Cupra is exploring the potential of North America to establish a foothold there. Not only does he confirm his plan, but it seems to be on the right track: “Right now, we are testing our brand with potential customers where we think North Americans would like the design and performance of cupra. “I must add that, at the moment, the results are very promising and very positive.
For now, there is no information or indication on a possible date of introduction of the brand in Canada. The constructor does not give itself an execution window to launch. Moreover, the whole question of distribution remains a mystery. Coldly, there are two possible models: first, using the Volkswagen dealership network, and second, making the transition to modernity with an online sales approach like Tesla, Polestar or other manufacturers are increasingly offering. Logically, the second option would allow much faster and more efficient expansion than the first.
The Cupra range is currently made up of Volkswagen derivatives. For example, in the products that we imagine in Canada, there is the Cupra Born, essentially a Volkswagen ID.3, as well as the UrbanRebel Concept which will be built in parallel with the recently unveiled Volkswagen ID.2all. In the SUV department, the Terramar is an intermediate novelty with a plug-in hybrid engine, while the Tavascan, a compact SUV, also offers full electrification. Generally speaking, what sets Cupra apart from the rest of the Volkswagen Group is the aggressiveness and dynamism of the body lines.
Conclusion
Another Volkswagen Group brand that wants to establish itself in North America? Well, why not? Especially since we favor electric motors and a unique design. We love the idea of more diversity in the fleet, but two questions remain: will the automaker be able to meet consumer demand? Will there be room between Volkswagen and Audi when it comes to price?
