Cupra: A Taste Of Things to Come

Cupra isn’t a brand that exists in the US, yet, so when they invited me to drive a few of their cars, I was intrigued. The event was held in Miami ahead of the Formula E race, a nod to their commitment to electrification. The name Cupra even blends “cup” and “racing” so their participation in the race makes a lot of sense. A Spanish brand that’s a part of the Volkswagen Group, Cupra focuses on sporty, stylish vehicles that sit in the space between mainstream and luxury.

Since launching in Europe in 2018, they’ve built a reputation for blending performance with eye-catching design. Now, they’re setting their sights on the U.S., with plans to arrive by 2030. After spending some time behind the wheel of two of their European models, the Formentor and Terramar, I think they could find success, though their launch strategy comes with risks.

Getting To Know Cupra

The cars I drove are not coming to the US. The whole idea of the drive was simply to get a taste of the Cupra vibe. Its plan is to launch with two all-new SUVs, one gas and one electric, designed specifically for the US market. These new models don’t exist yet and there were no details about them, but after driving the two they had in Miami, I’m excited to see what they deliver.

Our test drive included the Formentor, an eye-catching crossover with sharp angles and a bold grille. Its triangular headlights and taillights, echoing the Cupra logo, give it a distinctive look that stands out. Under the hood, a 2.0-liter turbocharged engine delivered 306 horsepower with a 0-60 mph of about 4.9 seconds. It was easy to weave through city traffic with enough punch for speedy highway merges.

The interior is a standout with a 12-inch touchscreen, ambient lighting that stretched across the dashboard to the front and rear doors, and seats with a premium feel that didn’t scream luxury but felt a cut above typical mass-market fare. Even small details, like the unique pattern on the floor mats, showed a level of attrntyion that made the Formentor feel special. It was fun, practical, and just cool enough to turn heads.

The Cupra Vibe

Next, I had a quick spin in the Terramar, a hybrid SUV that leaned toward versatility but didn’t skimp on style. Its 1.5-liter engine, paired with electric power, delivered 268 horsepower. The drive was smooth and responsive, making it fun without pretending to be a sports car. Its cabin was just as nice as the Formentor, with intuitive tech and a sleek design that felt modern and welcoming. The ambient lighting carried over here, too, creating a cohesive brand identity. The Terramar’s exterior, with its crisp lines and those signature triangular lights, had the same youthful energy as the Formentor.

What struck me most about both cars was how they balanced performance with everyday usability. It’s hard to make a vehicle truly fun and sporty while keeping it comfortable and versatile enough for daily life. These Cupras are for drivers who want to feel something when they hit the road. The attention to detail, from the tactile surfaces to the visual appeal to the responsive handling showed a brand that cares about the driving experience. It’s this focus that could help their SUVs find a loyal audience, especially among those tired of the same old, same old. But the rollout could be a challenge.

Launching In The US

The plan is to start in trendy urban hubs like Miami, New York, Los Angeles, San Francisco, and Austin. Eventually they will expand coverage, but Cupra is not planning to be in all 50 states. They said around 12, which leaves a lot of the country without access. It makes sense to start where their customers most likely live, but keeping to such a narrow market has its pitfalls.

The approach might keep them too far under the radar. Building brand awareness from scratch is tough, especially when most Americans have never heard of Cupra. In Europe, Cupra sits neatly between Volkswagen and Audi with prices starting around $38,000. It could fill a gap in the market here, but 2030 is a long way off, and the automotive landscape is unpredictable. Electric vehicle enthusiasm is inconsistent, and trade policies add another layer of challenge. Cupra’s flexibility to produce in Mexico, the U.S., or Europe gives it some flexibility, but it the limited rollout and distant launch will be a challenge.

The Formentor and Terramar won me over with their style and driving dynamics and I like Cupra’s vision of bringing something new, vibrant, and engaging to America’s roads. If they can deliver US models that match up to the European models I drove, and if they can get the word out, they might just carve out a loyal following. It’s a big “if,” but after my time behind the wheel, I’m rooting for Cupra’s success.