Cupra is gearing up to launch its new flagship electric SUV by the end of the decade, marking its entry into the Australian market. This move is part of Cupra’s strategic expansion plan, which includes venturing into the United States with a lineup of electric models.
The Spanish Volkswagen Group subsidiary is set to introduce two electric models in the US market initially: a next-generation Formentor powered by electricity and a larger electric crossover SUV.
The latter will be manufactured in North American Volkswagen factories, including those in Mexico, where vehicles such as the Audi Q5 and Volkswagen Tiguan Allspace are already produced for export to Australia.
While details about the exact size of the new SUV are yet to be revealed, Cupra CEO Wayne Griffiths hinted that it would be spacious but not necessarily equipped with seven seats, aligning with Cupra’s identity as a brand focused on sportiness.
Griffiths emphasized that the new flagship SUV would feature a crossover design, blending elements of traditional SUVs with sportier aesthetics, which are characteristic of Cupra vehicles.
Griffiths’ comments suggest that the upcoming SUV may surpass the size of the Terramar, a mid-sized SUV, and could potentially adopt a sleeker silhouette akin to the Tavascan electric SUV.
The success of Cupra in the Australian market has emboldened the brand’s global ambitions, with Griffiths highlighting Australia’s competitive automotive landscape as a testament to Cupra’s potential for international expansion.
In its US market entry strategy, Cupra plans to focus on selected states, particularly on the East and West coasts, as well as Sun Belt states like Arizona, where it believes there is a strong affinity for the Cupra brand. Additionally, Cupra intends to introduce a new distribution model for selling vehicles in the US market.
Cupra’s foray into the US market follows its successful launch in Mexico in 2019 and aligns with the Volkswagen Group’s broader commitment to electric mobility.
With Scout, another electric-only brand from the Volkswagen Group, slated to enter the US market in 2026, Cupra aims to establish a significant presence in North America’s rapidly evolving automotive landscape.