Well, Spain is the second-largest auto manufacturing country in Europe. . .

By Gary S. Vasilash

From Audi to Volkswagen—and a whole lot in between—automotive brands are not something in short supply in the U.S. market.

So it should come as no surprise that still another European brand wants to make its way to the U.S. by the end of the decade (yes, tongue is firmly planted in cheek).

CUPRA, established in 2018, is a subset of Barcelona-based SEAT. SEAT is a subset of Volkswagen Group.

CUPRA CEO Wayne Griffiths:

“CUPRA’s ambition is to be a truly global brand and expanding into the United States represents one of the greatest milestones on our journey.”

The company intends to sell ICE, PHEV and EVs in “key states that are aligned with the brand” (whatever that means: the company describes itself as a “disruptor” and an “unconventional challenger brand,” and when a company says that about itself rather than having it said of it, there is the distinct whiff of a marketing team coming up with buzzy descriptors).

Because it recognizes the importance of having good distribution, it is in talks with the Penske Automotive Group, one of the largest automotive dealership groups in the country, with more than 200 stores in the U.S.

Questionably a smart move.

And speaking of smart moves, in 2008 Penske Automotive Group started exclusive distribution of the smart auto brand in the U.S.

That ran until 2011, when Mercedes took in the brand.

Smart ceased to be available in the U.S. after model year 2019.