America’s Next Hot Import: Say Hello to Cupra

Many people in the U.S. may struggle to tell if Cupra is a car brand or a brand of ice cream. Well, it’s a car brand, and it’s as exciting as ice cream!

Cupra, the performance spinoff from Spanish automaker Seat, is the exciting new brand heading our way.

While Seat itself hasn’t made waves stateside, Cupra is shaping up to be Europe’s hottest automotive brand at the moment.

High-Performance Model

Cupra started in the 1980s as a high-performance trim level for Seat models, akin to what AMG is to Mercedes-Benz. As Seat’s sportier offerings gained a cult following, Volkswagen (Seat’s parent company since the 80s) spun Cupra off into its sub-brand in 2018, allowing it to develop a distinct identity.

What makes Cupra so compelling is its combination of striking designs, punchy performance, and relative affordability compared to more premium European marques.

Models like the Leon Cupra R hot hatch and Formentor crossover have won acclaim for their bold styling and driving dynamics.

Coming to the US of A

Now, Cupra is readying its assault on the U.S. market. By the end of the decade, we’ll see the all-electric version of the Formentor crossover arrive, followed by a larger electric crossover that will be produced in North America for our market.

While Cupra’s parent companies (Seat and VW) are no strangers to parts-sharing across models, the brand has demonstrated an ability to instill its offerings with a more emotive, passionate flair than is typical of the Volkswagen group’s pragmatic sensibilities.

For enthusiasts jaded by the plethora of milquetoast crossovers glutting American roads, Cupra’s arrival presents an enticing alternative – vehicles infused with legitimate performance credentials and avant-garde styling, all at a relatively accessible price point.

The U.S. market’s increasing embrace of all things electric and crossover-shaped should give Cupra a solid foundation to build upon. If they can deliver on the driving dynamics their European offerings have teased, Cupra could rapidly become America’s next import performance darling.