Tesla and BYD will need to combine their efforts if this new enemy makes its way to the shores of America. The company that has the EV giants worried is Cupra, a new car manufacturer that falls under the VW Group. The new challengers to Tesla and BYD hail out of Spain and have eyed an introduction to the American market within the decade. Their eye catching designs and wide range of cars certainly have made a success in the countries where they do operate. So can Cupra make the transition to the American market a successful one?
Where does this new enemy for Tesla and BYD come from?
The Spanish have been known for many things. But car manufacturing is not one of them. Their passion for life never seemed to translate too well into car manufacturing. The only noteworthy company being Seat, which have now become Cupra. The standalone brand does fall under the VW Group, that could prove to be an advantage for them.
If they can utilize the production resources available to them through their VW connection, they could make a huge impact on the US automotive markets. They plan to release a minimum of three cars in the US by 2030. So they do have time to develop a marketing and production strategy that would be effective for the American market.
While they have experienced positive launches in Australia and Europe, America is a whole different ball game. The automotive market is very volatile at the moment in the US. With the new tariffs imposed on imports, they would need a solid infrastructure in the US to start selling cars. And the factory that VW have in the US will certainly assist in that regard.
Will Tesla and BYD be replaced by Cupra as the new best seller in the US?
When Elon Musk and Tesla made their introduction to the US, the public were mystified by the new technology and space age designs. The emergence of BYD in China proved that other companies were capable of moving the technology of the automobile forward. So Cupra have had ample time to refine their designs and technology to suit the American market.
The question is, while they will offer a range of cars to suit everyone’s taste, will they make a success of their American adventure? Will the American consumer feel safe in turning to a brand they know little about? One imagines that without the backing of VW, it might have been a dream just out of reach. But with the German giant behind them, they have an opportunity to be a success.
The recent downfall of Tesla sales in America have led to the public looking for an alternative car maker for the future. And the current tariff war between the United States and China ensure that BYD would have a difficult time selling cars in America. So will we see an American in the new Cupra cars by 2030? That is still a long way off and a lot could change in that time.
Is the American car buyer ready to leave Tesla behind?
The global automotive industry is moving forward at an incredible speed. The American market is open to new and different car makers. The rise of Tesla and the electric vehicle is evidence to that. However, the recent uproar and public backlash the Cybertruck experienced does show that the average American consumer does expect a reliable product that won’t come apart or breakdown a lot. So if Cupra can, and indeed it seems they have, design cars that peak the interest of the US buyer, they can easily become a global force in the automotive market.
