Roger Penske isn’t just known for his established presence in the motorsports industry. Apart from running a championship-winning team in the NASCAR Cup Series, he has hands involved in other businesses, like Penske Entertainment and Penske Motor Group. Penske Automotive ranks third among the largest dealership networks in the United States. And this success also lures in multiple automakers who are looking to expand their footprint in the country.

German automaker Volkswagen Group is now looking to leverage its ties with Roger Penske’s dealership network to launch its new product. Although the brand has been successful in the European markets, they haven’t found similar success in the US. To reverse this trend, they are planning to roll out their ambitious product under their sub-brand Cupra.

Cupra will rely on Roger Penske’s help for the launch of its new product

The German automobile giant has already invested a lot in North America over the years. They created Scout Motors and Cupra to dive further into the markets and enjoy success similar to that they’ve had in Europe. It is a daunting task when you’ve already got big players like General Motors, Ford, and Toyota making up a huge chunk of the US consumers. But they are looking to shake things up with Cupra’s new offerings that offer body-on-frame vehicles as electric vehicles. It will also include an optional extended-range EV energy system.

Volkswagen Group CEO Oliver Blume shared his vision for the company, which will be backed by Roger Penske and his dealership network. “There’s a big trust [established] over many, many years,” Blume said. “He’s very successful in the U.S. And so we think that will fit perfectly.” Blume was quoted saying this on Yahoo Finance.

VW’s sporty Spanish brand Cupra is reported to already be in talks with Penske Automotive Group with the hopes of forging new ties ahead of its entry into the US by 2030. With their takeover of Scout Motors, they have laid out elaborate plans to build a $2 billion factory capable of producing 200,000 EVs a year in Southern California.

In 2024, Scout Motors announced that their new EV vehicles would be sold directly to their customers without the dealership network VW has relied on. This strategy was adopted by brands such as Tesla, Rivian, and Polestar, which has forced VW’s hand to follow this trend with the launch of their new products in the United States. Well, it will be interesting to see how this plan works out, as the National Automobile Dealers Association (NADA) has claimed it will challenge this decision legally.

While Volkswagen is looking to expand its footprint on US soil, Roger Penske himself has put his plans in motion. In the latest move, he acquired the ownership of the Long Beach Grand Prix despite stiff competition from rivals like NASCAR and Formula 1.

Penske Entertainment buys Long Beach Grand Prix

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Ever since Penske Entertainment got hold of the ownership of the IndyCar Series, they have made ambitious moves to expand and retain its title as the best auto racing series in America. They laid out a new charter system in place and secured a TV deal with FOX Sports as the sole media partner. But Roger Penske had his eyes on the Long Beach Grand Prix, which was put out on sale by long-time owner Gerald R. Forsythe.

With no real progress with Auto Club Speedway and Clash moving to Bowman Gray, NASCAR was eyeing adding a major event in the Southern California market. Moreover, Formula 1 was also interested in further expanding its portfolio in America with the addition of another event. The Long Beach Grand Prix is the longest-running major street race held in North America, so it makes sense why big players were interested in adding this event under their umbrella.

But Roger Penske moved in swiftly and acquired the ownership rights under Penske Entertainment. “We are incredibly proud to be the new stewards of this cherished and iconic event. We are excited to work with Jim Michaelian and his great team in Long Beach to ensure continued success and growth over the long term. We’re looking forward to a very special 50th-anniversary celebration this April, as well.” Roger Penske said after this acquisition.

No wonder VB is looking to rely on Roger Penske’s network and influence in the automotive market. But, without an official agreement, it is hard to say if Penske Automotive Group will aid the German brand’s ambitious plans in the United States.