Cupra Postpones Its Entry into the US Market
The Cupra brand, owned by the Volkswagen Group, has canceled its plans to enter the US market by 2030. Despite record sales in the first half of 2025, the company has decided to postpone its expansion due to external factors. Among the reasons are high import tariffs and the slow growth of demand for electric vehicles in America.
New tariffs on European cars, which have increased from 2.5% to 15%, have significantly complicated Cupra’s plans. The brand planned to introduce two new models in the US: an electric crossover and an updated version of the Formentor with an internal combustion engine. Production was to be established at VW Group plants in North America, but even cars from Mexico are now subject to 30 percent tariffs.
“We are not stopping, but only postponing the launch in the US. We will continue to analyze the market to determine the optimal moment for entry,” said Sven Schuwirth, Vice President of Sales and Marketing at Cupra.
Impact of Tariffs on Global Operations
Tariff issues are already affecting Cupra’s sales in Europe. For example, the Tavascan model, which is produced in China, is now subject to an additional 21.3% duty when imported into the EU. Despite this, the brand increased deliveries by 33.4% in the first half of 2025, selling 167,600 cars.
The situation may change in a few years, especially considering potential changes in US trade policy after the next presidential elections. Cupra is leaving the door open for a future entry into the North American market when conditions become more favorable.
Cupra’s decision highlights the complexity of global automotive trade in modern conditions. The brand demonstrates flexibility by focusing on the European market, where significant growth has been achieved, while preparing for possible changes in international policy. The success of such companies increasingly depends on the ability to adapt to changing economic realities and trade restrictions.