The annual press conference of SEAT revealed plans for the Cupra brand to enter the North American market by the end of the decade. This move comes as a surprise, as many had hoped to see Skoda reach the US instead. The focus will be on introducing a fully electric version of the Formentor, likely based on the next generation. A facelift for the current model is expected to be unveiled for the European market soon. Additionally, a larger electric SUV is set to be produced in Mexico and sold in select states on the east and west coasts along with the Sun Belt states through a new distribution model.
<1. Introduction>
SEAT had its annual press conference today, revealing plans for the entry of the Cupra brand into the North American market. This move comes as a surprise, as many had hoped to see Skoda reach the US instead. The focus will be on introducing a fully electric version of the Formentor, likely based on the next generation. A facelift for the current model is expected to be unveiled for the European market soon, in addition to a larger electric SUV set to be produced in Mexico and sold in select states.
<2. Formentor Fully Electric Version>
SEAT’s plan for the US market includes introducing a fully electric version of the Formentor crossover. The current model is already four years old, making it outdated for the 2030 market. A facelift for the existing model is set to be revealed in the coming weeks for the European market, but the focus is likely to shift to the next generation for the US market, as the current model does not have a battery-powered version.
<3. Larger Electric SUV Bound for North America>
SEAT also plans to introduce a larger electric SUV that will be assembled in Mexico and sold in select states on the east and west coasts, as well as the Sun Belt states. This model will be part of a new distribution model, although specifics have not been disclosed yet. The production of this electric SUV in North America signifies SEAT’s commitment to expanding its presence in the US market.
<4. SEAT's Busy Agenda>
SEAT has a busy agenda ahead, with updates and facelifts planned for several models. The Leon compact hatchback/wagon will undergo a mid-cycle update in the coming months, while the Ibiza supermini and Arona subcompact crossover are set to receive facelifts in 2025. Despite being around since 2016, the Ateca compact crossover will continue to receive tweaks. Meanwhile, Cupra will launch the fully electric Tavascan in 2024, along with the hybrid Terramar, which will be mechanically related to the VW ID.5 and serve as a sister model to the next-generation Audi Q3.
<5. Cupra's Expansion Plans>
In addition to the Tavascan and Terramar models, Cupra will introduce the Raval as its entry-level model next year. The Raval will serve as the brand’s equivalent of the VW ID.2 electric city hatchback. Cupra’s expansion plans align with SEAT’s overall strategy to increase its presence in the North American market, with a focus on electric and hybrid vehicles. The brand’s entry into the US market signals a new chapter for SEAT and Cupra, offering consumers a wider range of electrified options.
By expanding its lineup and introducing electric and hybrid models, SEAT and Cupra are poised to make a significant impact in the North American market, providing consumers with more choices in the rapidly evolving automotive landscape. The introduction of the Cupra brand to the US presents an exciting opportunity for SEAT to establish a strong presence and compete with other brands in the region. With a focus on innovation and sustainability, SEAT and Cupra are well-positioned to meet the growing demand for electric and hybrid vehicles in the US market.