Spanish Performance Brand Cupra Could Still Make It to America, But It'll Be Harder

The Volkswagen Group wants to bring the sporty Cupra brand to the U.S. by the end of the decade. So, we took advantage of the opportunity to drive a few of the edgy Spanish performance cars while in Wolfsburg, Germany, for a brief taste of what we might expect if the plan comes to fruition.

We are hedging our optimism a bit given the geopolitical situation right now. Volkswagen Group CEO Oliver Blume, during the Volkswagen Group’s annual meeting, told media that he thinks the American market is a good fit for the sporty premium brand, a spinoff of SEAT, that would be positioned between VW and Audi. But the plans will undergo a reality check as global dynamics change (read tariff wars) could scuttle the best intentions and as automakers try to get a more clear picture emerges of demand and regulations for EVs. Decisions are not final because more analysis is needed, the CEO says.

Blume still thinks the brand would prove attractive to American customers, but with so many things in flux, he said he cannot avert his eyes from what is happening in the U.S.

All Powertrains Now Being Considered

Cupra CEO Wayne Griffiths is more bullish, using the Cupra/SEAT annual meeting to assure media that the plan to bring Cupra to the U.S. by the end of the decade is unchanged. But what vehicles come stateside has not been finalized. Last year Griffiths said the U.S. would get a pair of electric crossovers: the electric Cupra Formentor, and a larger electric SUV. Now the plan is to offer models with a mix of powertrains. The Cupra lineup has internal combustion engines, hybrids, plug-in hybrids, and pure battery electric vehicles.

Operating outside the Volkswagen Group in terms of conducting its own business and having its own showrooms and distribution plans, Cupra would be much like the new Scout brand, which operates as a separate entity. Cupra is working with the Penske Automotive Group to open traditional showrooms while Scout wants to sell cars directly to consumers, a plan that U.S. dealers are contesting.

If Cupra does in fact come to the U.S., the vehicles will be tailored to the North American market, which usually means larger offerings. Cupra would like to build at least one model in a Volkswagen plant in North America. Building a Cupra at the VW plant in Chattanooga, Tennessee, is possible because plans are for a model on the same platform as vehicles currently rolling off the line in the U.S. The wild card: if U.S. tariffs make it costly to build vehicles at the Puebla, Mexico, plant, and VW decides to shift some production to Chattanooga, it could use capacity that would have been used to add Cupra.

So, Let's Check Out Some Cupras

Cupra has seven models in its portfolio, mostly crossovers. We drove Cupra’s best-selling Formentor, a compact crossover roughly the size of a Mazda CX-30 subcompact SUV. We also got into a Cupra Tavascan, an electric SUV coupe, and the Cupra Terramar, a sporty compact plug-in hybrid SUV. There is also a Cupra Born, an electric hatchback based on the VW ID3 that is considered too small for the U.S.

All present with a modern, fresh, somewhat aggressive look designed to appeal to young, affluent buyers.

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Driving the Cupra Formentor

The 272-hp 2024 Formentor plug-in hybrid we drove is a BMW X2 M35i xDrive competitor, with about 62 miles of EV range, which is decent, and a button to choose to drive in EV-only mode. Drive modes include Comfort, Performance, Cupra, and Individual. The best-selling SUV, which uses VW’s ubiquitous MQS platform, underwent a facelift in June.

The €64,395 ($70,058) Formentor we drove has aggressive steering, a dynamic chassis, and lowered suspension to make it sportier. Our test vehicle also had upgraded cloth sport bucket seats, a mix of hard plastics and softer materials, dimpled metal trim, a large landscape-oriented infotainment screen mounted on the front of the dash, and a premium audio system. The relatively bare bones center console has USB outlets, storage bins and cupholders but no covered storage areas or anything fancy.

All the Cupras we saw share the same attractive steering wheel with a copper Cupra logo, but each model had a distinctly different dash and center console layout.

The Formentor is offered with a multitude of powertrains including combustion engine, hybrid, plug-in hybrid, and pure EV. Initial plans were for the electric Formentor to come to North America but people on the ground in Wolfsburg said the low-slung crossover might be too small. Either way, its plug-in powertrain could end up here in a larger vehicle, like the Cupra Terramar which is the Spanish cousin to the VW Tiguan.

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Driving the Cupra Terramar

The Terramar plug-in hybrid (PHEV) we drove had a 1.5-liter engine and electric motor good for 272 horsepower and 62 miles of EV range. Stomping on the pedal, there was a smooth burst of power and braking was uneventful, as was steering response. There is a whirring sound when accelerating in EV mode and the transition is seamless when the engine takes over.

We are told that next-generation Cupras for Europe could see big boost in horsepower, from about 290 hp now to 400 hp, which would go a long way in goosing the appeal in North America. The Terramar has a similar large infotainment screen tilted to the driver, atop the dash. Below the screen is a row of vents and below that a simple center console area with metal trim encapsulating the right half. It also has dimpled metal trim, a light pattern on the doors, and bolstered seats.

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The Edgy Cupra Tavascan

The Cupra Tavascan VZ is an electric SUV coupe on VW's MEB platform. It has the most edgy and captivating design, with a stunning side profile with the perfect amount of lines and creases to look sculpted and fresh without going too far. There is black cladding around the bottom of the vehicle and around the wheel wells, plus a blackened rear window. The Tavascan should appeal to young buyers who want to stand out on the road, but in a stylish, not outlandish, fashion. It has a fresh look which is hard to do, even with a coupe-ish SUV.

Inside there is an alien-looking T-shaped trim, in dimpled plastic, stemming down from a surprisingly curvy, bulbous dash. The large piece of trim is more form than function, it houses a single command: the hazard button. There are cool air vents at each end of the dash with cosmetic striations to continue the look. There is signature Cupra copper trim and door handles that are extension of a metal trim line. The doors are covered in fabric with cutouts of funky-looking arrows. The Tavascan we drove had the upgraded sport seats and neoprene on the center console and storage bin cover.

The Tavascan looks better than it rides, with a stiff suspension that can be harsh on rough road, steering that felt a bit twitchy at times, and spongy brakes. But the cabin was quiet. Acceleration was sufficient with its 77-kWh battery, but not awe-inspiring. The excitement does increase in Performance mode. Overall, it drives much like its more sedate-looking cousin, the Volkswagen ID4. The smaller Cupra Born electric hatchback felt more nimble and fun.

Now we sit back and wait for the world to turn and decisions to be made, to see if Cupras do, in fact, made it to American roads.