VW’s sporty Cupra brand just posted its best-ever half-year sales figures, but one plan that could have helped supercharge the company’s growth has just hit the skids. A project to launch Cupra onto the American market within five years is now off the table, it confirmed this week.

Related: Cupra’s Latest Concept Hints At Its Future

Citing “ongoing challenges within the automotive industry” and “evolving market dynamics,” Cupra has abandoned its US 2030 expansion strategy, and though it didn’t go into any more detail than that, a slowdown in EV take-up in America and import tariffs on cars exported there from Europe are surely behind the decision.

Under the terms of a deal just reached between the US and the EU, European cars will attract a 15 percent levy, up from just 2.5 percent before the tariff chaos started this spring.

Electric Crossovers and a North American Footprint

Cupra announced it would land on US soil with two electric crossovers, one a successor to the current combustion Formentor, and the second a bigger electric SUV. The larger model was to be built at a VW Group plant in North America, though possibly one in Mexico, whose output is now subject to hefty 30 percent tariffs. Another report suggested Cupra was talking to the US Penske dealer group about selling EVs, PHEVs, and combustion models.

But Cupra was eager to make clear this week that it wasn’t abandoning its ideas of expanding to North America altogether, merely putting them on indefinite hold. Four years from now, with another US president in the hot seat, the trade situation could look quite different.

“We’re not stopping, just postponing our U.S. launch and will continue to monitor market developments in the coming years to determine the best timing and approach, aligned with the brand’s long-term vision,” said Sven Schuwirth, Executive Vice-President for Sales, Marketing and Aftersales at Cupra’s parent company, Seat.

Tariffs Are Taking a Toll Elsewhere, Too

Cupra’s sales are already impacted by another set of tariffs because the China-built Tavascan is clobbered with a 21.3 percent duty when entering the EU, on top of the 10 percent applied to all imports. But despite the setback, increased production costs for all of its models, and greater competition, Cupra deliveries grew by 33.4 percent to 167,600 in the first six months of 2025.

Lead image Cupra/ChatGPT

The Munich Motor Show is less than two months away and Cupra is looking to make a splash. As part of this effort, they’ll introduce a camouflaged Raval on September 7^th and an all-new concept on September 8^th.

Cupra isn’t saying much, but revealed the mysterious concept embodies their “brand vision and future design language.” The company went on to say it’s the “perfect symbiosis between human and machine, where the driving experience and emotions reach their fullest expression.”

More: Cupra Raval Spied As A Warm-Up Act For VW’s Crucial New EV

Marketing hyperbole aside, the teaser video shows a futuristic center console with a flowing metal band, minimalist switchgear, and an illuminated diamond-like element. We can also get a glimpse of diamond-shaped ribbed accents and a triangle made out of either crystal or glass.

The Raval, on the other hand, will be a series production model shown in disguise. Spy photographers snapped the electric hatchback last month and it’s a sister model to the Volkswagen ID.2. It’s slated to ride on the new MEB Entry platform and Volkswagen has hinted at a version with 223 hp (166 kW / 226 PS) and up to 280 miles (450 km) of range. Since the ID.2 is slated to spawn GTI and R variants, we can likely expect hotter Ravals as well.

The Raval will go into production next year at the Martorell assembly plant. That’s a slight delay as the model was originally slated to arrive in 2025.

Last but not least, Cupra announced plans to introduce Tribe Editions of the Formentor, Terramar, and Leon / Leon Sportstourer. The special editions are being billed as ideal for customers “looking for uniqueness and differentiation with a contemporary, sustainable twist.”

SHProshots

VW has reportedly delayed the launch of its vitally important ID.2 electric hatch from 2025 to 2026, but we’ll still learn plenty about it this fall because Cupra is pushing ahead with the reveal of the Raval, its version of the ID.2, which is seen here during testing.

The Raval, ID.2 hatch, an ID.2 crossover and Skoda’s upcoming Epiq SUV are all built around a new, shorter version of VW’s MEB electric car platform. In addition to being resized to suit cars smaller than the Golf-sized ID.3, the tiniest of VW’s current EVs, the new architecture also places a single motor at the front driving the front wheels, the reverse of the main MEB platform where the motor is at the rear.

Related: VW’s Cheapest EV Yet Hides In Plain Sight Behind Someone Else’s Face

Both the Raval and ID.2 have been shown in concept form powered by a  single 223 hp (225 PS / 166 kW) electric motor, and VW’s ID.GTI concept teased a 429 hp (435 PS / 250 kW) dual-motor configuration. However, most versions of both cars will be packing far less firepower because the key draw of the Raval and ID.2 won’t be big power figures but a low starting price: the pair is expected to start at around €25,000 (£21k, $29k).

To hit that target, the base models will reportedly come with a small 38 kWh battery whose 186-mile (300 km) range will make it best suited to urban work, while an available 56 kWh pack will be capable of running 273 miles (440 km) between charges. A 125 kW peak charge capacity means a 10-80 percent fill should take around 20 minutes.

This Raval prototype hasn’t dropped much disguise since we last saw one, but the close-up shot of the front end reveals plenty about how the finished car will look when the covers are pulled off at the IAA auto show in Germany this fall. Poking out from behind the fake headlight stickers are the real lights, which appear to be triangular, and different in shape to the ones seen on the Raval concept car.

The close-ups also show that Cupra’s engineers have tried to obscure both the vertical air vents at each corner and much of the large black grille with white-painted plastic. Another deviation from the concept is the hood, which is more inset and has a pronounced M-shape at its leading edge, a result of the V8-style twin hood bulges.

In keeping with its more flamboyant design, the Raval should also be a little sharper to driver than the ID.2 courtesy of Cupra’s traditionally more aggressive suspension setup. So, if you were in the market for a small EV, would you go for the Raval or wait for the ID.2?

SHProshots

The Cupra Born is one of our favorite small EVs. It takes the competent but slightly ordinary VW ID.3 and adds some sparkle to the exterior design and interior quality, and both of those attributes could be about to get another boost as part of a midlife refresh.

The VW ID.3 and Cupra Born don’t only share a platform as most VW Group products do. They share so much even the doors are interchangeable, and while it looks like those doors won’t be receiving any changes a part of a 2026 facelift, the bodywork and trim either side of those doors have definitely gone under the knife.

Related: The Next Cupra Leon Will Be EV Only

Eye-scrambling camouflage hides the finer details, but new lights and bumpers will make an appearance when the updated EV is revealed later this year. Images of the facelifted car’s nose indicate a taller lower grille with a new outline and a vertical vent at each outer edge of the front bumper, just ahead of the front wheels.

And the rear shots appear to show a new design of diffuser within the rear bumper, this time with a pronounced lip at the bumper corners to make the German-built Spanish hatch look tougher and lower.

The Born doesn’t need a ton of work because it still looks modern and already has most of the corporate family face now seen on models like the Tavascan and Terramar and soon to debut on the Raval subcompact EV. And Cupra already updated the Born’s interior in 2024 with VW’s bigger 12.9-inch central touchscreen.

Baldauf

The ID.3 also got the same screen in 2024, but only the Cupra features an e-boost function (optional in some countries) to increase power over the equivalent VW model. While base models in Spain come with a single 201 hp (204 PS / 150 kW) motor, UK models skip that and go straight for the 228 h (231 PS / 170 kW) version that’s a stepping stone to the 322 hp (326 PS / 240 kW) VZ hot hatch introduced last year.

We’re not expecting big changes to those power outputs, but it’s possible Cupra’s engineers could liberate a few more range miles from the 59, 77 and 79 kWh batteries. The Born with the longest legs at present is the VZ, which can go for 366 miles (590 km) before a charge is needed.

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