The Spanish Are Coming! And This Time, They’re Driving

I found myself trackside near Miami at a Formula E event—sun blazing, electric motors howling—driving a car you’ve probably never heard of. But soon, you’ll be seeing a lot of it. The brand is Cupra, and no, that’s not a typo. It’s a declaration.

Born in Barcelona, raised under the Volkswagen Group umbrella, and bred for spirited driving, Cupra is Spain’s boldest automotive export in decades. The company launched in 2018 and has already shifted 800,000 vehicles worldwide—hardly a startup, then. And now, they’re packing their bags for America.

Let’s get something out of the way. This isn’t some knockoff Alfa or a SEAT with a fancy badge. Cupra was spun off from SEAT, yes, but think of it less like a younger sibling and more like the rule-breaking cousin who shows up at the family reunion in designer sneakers and a master’s in engineering.

What makes Cupra different?

To start, Cupra isn’t playing the luxury game. It’s rewriting the aspiration playbook. It sits between the dependable, slightly beige world of VW and the polished corridors of Audi. If VW is your reliable accountant and Audi is your corner-office exec, Cupra is the creative director with a motorbike license and a vinyl collection.

Performance isn’t optional—it’s embedded. The Formentor, their flagship crossover, feels like someone took a Golf R, gave it a gym membership and an art degree, and let it loose on a mountain pass. The handling is tight, steering progressive, and yes, it comes with a torque splitter. Try saying that at your next dinner party.

Is the EV stuff any good?

Absolutely. Enter the Born, Cupra’s first electric offering. Based on the VW ID.3 platform, it’s a sharper, more soulful take on electric motoring. With range projections pushing 400 miles in its US guise, it’s finally an EV that doesn’t come with a side order of anxiety. It’s the car that proves electrification doesn’t have to mean sterilization.

Then there’s the Raval, a hot hatch dripping with Gen Z appeal—triangular LEDs, compact body, big-city attitude. It launches in Europe and Mexico this year. Expect to see it in Los Angeles traffic by the end of the decade, ideally in matte copper with a skateboard in the back.

Wait, Cupra’s a fashion brand now?

Sort of. Cupra’s building what they call emotional mobility. It’s not just cars—it’s culture. From clothing lines to music festival sponsorships, they’re trying to sell a vibe. The Cupra Design House—think Milan meets Madrid—has a hand in everything from car interiors to hotel lobbies. Their interiors match their jackets. It’s Apple-store consistency, with better shoes

Even motorsport isn’t just a flex—it’s a laboratory. Cupra races in Formula E, touring cars, and IMSA, all to prove one point: electric can still mean adrenaline.

So when’s Cupra landing in the U.S.?

By 2030, officially. Though if you’re in California, New York, or Miami, you’ll likely see Cupra badges before then. American-bound models will be beefed up—more range, roomier cabins, and enough performance to worry your neighbor’s Mustang.

Pricing will fall somewhere between a Toyota and a BMW—offering Sennheiser audio, Brembo brakes, and multi-mode drivetrains, but skipping the badge snobbery. They’re aiming for “premium without pretense.” In other words, a well-dressed punch in the ribs to German luxury.

Where are these cars made?

Cupra builds in VW Group plants across Spain, Germany, and China. For North America, they’re eyeing production closer to home—possibly Bogotá, with U.S. partnerships on the table. And yes, that means fewer tariffs and faster delivery.

What could go wrong?

Several things: brand recognition, building out a dealership network, and servicing EVs in a vast country with infrastructure as patchy as a teenager’s beard. But Cupra has a plan—city-based service hubs, digital-first ownership models, and immersive showrooms. Less carpeted dealership, more Soho boutique.

Is this a game-changer or just Euro hype?

Cupra’s already valued at over €2 billion, with aims to break into the world’s top 100 brands by 2030. They’re not shouting. They’re just… driving better. The Spanish aren’t here to blend in—they’re here to wake up a crossover market that’s grown tepid and bloated.

And if the Formentor I drove is the baseline, the rest of the lineup could be exactly what America’s been missing—a driver’s brand with real charm, enough tech to matter, and just enough attitude to make things interesting.

Cupra is coming. It’s not asking for permission. Just your keys.