- Volkswagen has indefinitely delayed a plan to bring its Cupra brand to the U.S.
- Cupra, which makes sporty hatchbacks and SUVs, had planned to sell here by 2030
Volkswagen will not bring its sporty Cupra brand to the U.S. by 2030 as planned.
The company announced plans to sell sporty SUVs in the U.S. last year. It would have been the second new VW Group brand in recent years, as the company is deep into plans to relaunch the classic Scout brand by 2027.
But Cupra, announcing its first-half sales results this week, delayed its planned U.S. arrival. In a statement, the company explained, “Given the ongoing challenges within the automotive industry and in light of evolving market dynamics, Cupra has strategically decided to postpone its planned entry into the U.S. market.”
The statement provided no new time frame.
Instead, sales chief Sven Schuwirth said, “We’re not stopping, just postponing our U.S. launch and will continue to monitor market developments in the coming years to determine the best timing and approach.”