"He’s very successful in the US": $46 billion automobile giant places trust in Roger Penske to conquer the American market

IndyCar's billionaire owner Roger Penske has become the top choice of Volkswagen, a $46 billion (via Investing.com) German automobile giant to help it enter and establish itself in the American market. Penske has the third-largest dealership network in America.

The Volkswagen Group is in talks with Penske to launch its sporty sub-brand Cupra. This move aims to overcome the VW brand's lack of sizeable success in the American automobile market, having captured only 4%. Volkswagen Group CEO Oliver Blume spoke about this at the CES 2025 Expo held from January 7-10.

Addressing specifically the company's links with Roger Penske and talks regarding Cupra's future in America, he said (via Yahoo Finance):

"There’s a big trust [established] over many, many years. He’s (Penske) very successful in the U.S. And so we think that will fit perfectly."

Cupra entered preliminary talks with Penske in November 2024. The brand's CEO, Wayne Griffiths, termed an American entry as one of their greatest milestones.

"We have great respect for the U.S. market, recognizing that a strong distribution and retail strategy is essential for success. By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers," he said (via Forbes).

Cupra was launched in 2018 in Martorell, Spain, and intends to be fully electrified by the end of this decade. It was created by Luca de Meo, who now serves as the CEO of Renault Group.

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Roger Penske's long-standing relationship with Porsche, Volkswagen's high-performance sports brand

Roger Penske, NASCAR Cup Series Championship - Source: Getty

Roger Penske began his racing career with a Porsche Spider. In the decades to come, even as the owner of the Penske Corporation, he remained involved with Porsche.

In 2023, Porsche and Penske collaborated to create an LMDh car to run in the World Endurance Championship and the IMSA Sportscar Championship from 2023 onwards.

"This is a proud day for our entire Penske organisation," Roger Penske said (via Porsche). "We have represented Porsche on the track or in our businesses for more than six decades. The heritage and success we have enjoyed together is unparalleled throughout our history."

In 2024, Porsche Penske Motorsport entered its first Le Mans race, and the 87-year-old driver turned businessman saw his career come full circle.

"I started my racing career with a Porsche Spider back in the 60s. So to see the growth of the brand, from a dealership and a customer perspective, and then to see the commitment in motorsports, as we’ve gone through the years — the 917/10, the 917/30, which you saw on the screen today and then be able to be here. To be representing Porsche, as a factory team, is a dream come true," he said (via Motorsportweek).

Team Penske has been IndyCar's most successful team, with 20 Indy 500 victories. The racing legend has witnessed similar success in NASCAR as a team owner with 5 Cup Series championships.