Cupra provided flights from Washington to Miami and accommodation so Ars could drive its cars and attend the Miami ePrix. Ars does not accept paid editorial content.
MIAMI—The arrival of a new car brand to the US was always going to pique my interest, even before the current government decided to upend the automotive sector with punitive tariffs. So when Cupra invited me to come check out some of its cars and hear about its plan to launch here in America, I wanted to know more. My burning question was probably the same one you have as you read this: “Isn’t this a terrible time to try to launch a new car brand in the US?”
What’s a Cupra?
One of the brands of the sprawling Volkswagen Group, you can think of Cupra as sort of a Spanish Polestar. Originally, it was a high-performance badge given to some Seats (Seat being VW’s budget brand from Spain), which then got spun out into a standalone brand.
OK, it’s not a perfect analogy: Cupra is not a luxury brand, nor is it just electric vehicles. But it was created to fill a gap between the mass market and premium brands, with a focus on design and performance to attract a younger customer than VW’s existing brands. “We are not a brand for everyone,” said Chief Brand Officer Igansi Prieto.