Asger Risom
Seat has announced that its Cupra brand will not enter the U.S. market until after 2030, citing sector challenges, tariffs, and shifting global dynamics.
Seat has announced that its Cupra brand will not enter the U.S. market until after 2030, citing sector challenges, tariffs, and shifting global dynamics.
Cupra’s U.S. Launch Put on Hold
Seat confirmed it is postponing plans to bring Cupra to the U.S., stressing that the move is a delay rather than a cancellation.
Official Statement From Seat
Executive vice president Sven Schuwirth said the brand would “continue to monitor market dynamics” to find the right time for expansion into the U.S.
Initial Plans for U.S. Entry
Under former CEO Wayne Griffiths, Cupra planned to launch two models in North America, with production split between Volkswagen’s local plants and Seat’s Martorell facility.
Impact of Tariff Policies
Donald Trump’s trade measures and uncertainty in global markets were key reasons behind the decision to delay Cupra’s entry into the U.S.
Financial Results Show Strain
Seat’s operating profit fell 90% year-on-year to €38 million, hit by European tariffs on the Cupra Tavascan built in China.
Focus on Cost Control
Seat said it will intensify efforts to safeguard profit margins, enforce strict cost control, and leverage its expanded model lineup for stronger results.
Preparations for Upcoming EVs
The brand is gearing up to launch the Cupra Raval, its first fully electric vehicle, which will be produced in Martorell from 2026.
Commitment to Long-Term Growth
Seat’s interim CEO Markus Haupt reiterated that Cupra will continue to expand in key global markets while maintaining flexibility over U.S. plans.
