Recently, Pursuitist traveled to Miami, Florida to drive two new vehicles that will enter the U.S. market by 2030, built by CUPRA.
CUPRA is the Barcelona, Spain-based brand of the Volkswagen Group. CUPRA’s U.S.-bound models will slot between Audi and Volkswagen offerings. The brand plans to initially offer a two-SUV lineup: Formentor and Terramar. In full European spec, we drove both models, garnering plenty of positive looks and comments from Miami locals.
Why CUPRA?
Since its launch in 2018, CUPRA has sold over 750,000 cars. Given its success in markets in Europe, Mexico, and Australia, among others, CUPRA also expects to be successful in the U.S. market.
CUPRA has started preliminary conversations with the Penske Automotive Group, exploring a partnership that will help develop an online and physical showroom sales network. Initially, CUPRA will focus sales efforts on the East and West Coasts, Sunbelt states, and metropolitan areas like New York, Los Angeles, Washington D.C. and Miami, among others.
“CUPRA’s ambition is to be a truly global brand, and expanding into the United States represents one of the greatest milestones on our journey. We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success. By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers. Penske Automotive Group’s leadership in the industry and experience with the Volkswagen Group make this a very promising potential partnership.” – Wayne Griffiths, CUPRA Chief Executive Officer
Manufacturing
Given the current state of tariffs in the U.S. auto market, CUPRA plans to leverage synergies within the VW Group by producing one of the models in Volkswagen factories in the U.S.
The brand is expected to offer a mix of internal combustion, battery electric and hybrid cars.
Miami Drive Experience
Along with my drive partner John McElroy, we enjoyed the electrified CUPRA Terramar, which has already been shortlisted for the 2025 European Car of the Year Award. The other choice to drive was the CUPRA Formentor, a compact SUV that was a bit too small for my 6’9” frame. John enjoyed his time in the Formentor, a compact SUV available in ICE and PHEV guise, and focuses more on sporty performance with its choice of a 272-hp 1.5e PHEV and the more powerful 329-hp, turbocharged 2.0-liter I4. Dynamic Chassis Control (DCC) with two-valve shock absorbers. Adaptive dampers provide stability and driving dynamics, seamlessly adjusting to road conditions. Akebono performance brakes with six-piston calipers and larger perforated discs haul this quick sport-ute down in rapid fashion. The Terramar is quick, comfortable, and handles and stops with authority.
CUPRA Design
Our test Terramar offered a bold, dynamic design with its shark-inspired, long hood with illuminated CUPRA logo. Available Matrix LED Ultra HD adaptive headlight technology enhances visibility and minimizes glare, enhancing visibility, and projecting important information onto the road ahead. It’s unclear whether this impressive “e-light” technology will be included on U.S. models, given regulatory requirements.
Inside Terramar’s driver-oriented interior, a 12.9″ infotainment system, customizable, multifunctional ambient lighting, and a dashboard adorned with 3D parametric molding and copper detailing give Terramar a true luxe interior atmosphere.
Globalization & CUPRA City Garages
CUPRA has achieved significant success internationally, earning over 200 awards, including being named the second trendiest brand by “Auto Motor und Sport” in Germany. It’s current brand value is $2.1 billion, with more than 900 points of sale worldwide, including nine flagship CUPRA City Garages in major global cities including Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney, Berlin, Paris, and Madrid.
CUPRA in Formula E
During the drive program, we also travelled to Homestead-Miami Speedway for the Miami Formula “E” race, showcasing full-electric racecars. CUPRA will focus on specific marketing initiatives, such as sponsoring events and leveraging its Formula E involvement, to build brand awareness and create a distinct identity. The event was well attended and continues to build its fan base. The race was held a couple of weeks before the Miami Formula 1 Grand Prix, undoubtedly giving it some great exposure and momentum for Florida’s rabid race fans who support all classes of racing.
For over a decade, Formula E has pioneered cutting-edge engineering and a sporting format that excites fans, while providing manufacturers with a world-leading technology testbed.
Formula E continues to push the boundaries of EV technology, setting the stage for the future of motorsport. The series offers a 16-race calendar, across 10 cities.
CUPRA has two E-Racecars on the Formula E circuit, driven by Dan Ticktum in the number 33 car, and David Beckmann in the number 3 car.
We toured the CUPRA paddock to learn more about E race team prep, then enjoyed the race and the multiple, family-oriented games, displays and food and beverage offerings for race attendees.
Pursuitist looks forward to bringing you more news about CUPRA has the U.S.-entry timeline continues.
