Cupra are looking to enter the US market and to do so they believe they need a bigger model – and Australia will fit in with that.
Company CEO Wayne Griffiths confirmed that, if such a car were to be produced, it would be a global offering, produced in both left and right-hand drive, with a “provocative” design. “.
Cupra has yet to finalize the US market rollout, saying it’s “early days”, but is busy doing market research and is pushing for an opportunity.
“I think the car that we are going to make for the United States will also be a great car for you guys in Australia,” said Griffiths, noting that it will be a global model.
“You can imagine that if we want to go to the US, we need cars that can work in the US.
“I think it would be a mistake if a lot of manufacturers make that mistake of choosing cars with European design and trying to make them work in the US because America has specific requirements.
“So you are right that we will need a bigger car. And the bigger car has to be an SUV too, I think, because that’s what the American customer wants.”
Although he cautions that the car is yet to be confirmed, it will use the new SSP architecture that is expected to launch until 2028.
“I think to have an ideal car for the US, it has to be developed for the US market. And so it has to be a newly developed vehicle, then we should build that newly developed vehicle on the newest platform with the longest runtime,” said Griffiths.
Even if it’s closer to the Volkswagen Atlas than a Tiguan In terms of size, it will still have a distinctly sporty focus.
“Please don’t use that fancy word for Cupra. Because we don’t make luxury cars,” Griffiths warned.
“We have many brands within the Volkswagen Group that produce luxury and premium cars. We are not talking about luxury, high end or grand.
“And I mean, that’s putting us in a real trap and overlapping with other brands that we don’t need.”
He ruled out a ute for the brand, noting that the Volkswagen Group is already working on an electric ute with its upcoming Scout brand.
The Volkswagen Group currently offers only the Audi, Bentley, Bugatti, Lamborghini and Volkswagen brands in the US market, with no SEAT or Skoda presence.
Mr. Griffiths sees an opportunity for Cupra there as a niche brand.
“We just did some research with customers in the US to see how they react to our brand and design. We haven’t completed the report yet, but the first results are positive,” said Griffiths.
“This brand seems to be suitable for some US customers, I mean, it won’t be a mass brand for the US. If we go there, we will become a niche brand, very focused, very focused on certain cities and regions.”
“We are pushing it, as you can see. But at the end of the day, we have to get the support of the Volkswagen Group.
“And they have to prioritize this because coming to America with the brand is a big decision in terms of development costs, getting the cars ready for us in that respect, but also in terms of the investment you have to make.” present to gain entry into that market.”
“It will be difficult to survive. But so we’ll be looking to use the team’s synergy in terms of platforms. And also use the group’s synergy in terms of production, especially with Inflation [Reduction] Take action in the United States now, if you want to compete.”
The Inflation Reduction Act requires electric vehicles to be manufactured in North America in order to qualify for the $7,500 federal tax credit. By 2029, the Act also stipulates that all battery components must be manufactured in North America for vehicles to qualify for the tax credit.
Griffiths said the Cupra will only come to the US market with a range of vehicles, and hinted that MEB-based vehicles could also appear in the lineup there.
He also confirmed that it will follow the same retail network model as in Australia, focusing on digital sales.