Cupra has confirmed the postponement of its entry into the US market, initially planned for 2030. The decision, announced in the second quarter earnings report, is justified as a response to current challenges in the automotive sector and changes in market dynamics.
In this way, the brand clarified that the now revised strategy for entering the North American market is not related to Wayne Griffiths’ departure from the CEO position, but rather due to the decline in demand for electric vehicles.
Furthermore, the future of electric vehicle adoption in the US remains uncertain following the end of tax incentives for the purchase of electric cars, announced by President Donald Trump for September.
“We are not stopping, just postponing our entry into the US, and we will continue to monitor market developments in the coming years to determine the best timing and approach, aligned with the brand’s long-term vision”, said Sven Schuwirth, Sales Director of Seat. “In the meantime, Cupra will leverage the strong momentum gained in key markets and will soon expand the brand into new high-potential markets to enhance its global presence.”
