„We Are A Lifestyle Brand, And We Create Cars“

With the much-anticipated launch of their latest models, the Formentor and Leon, Spanish car brand CUPRA invites us into the heart of their innovative vision, where automotive excellence converges with a design-centric lifestyle ethos.

Intrigued by its unique vision, we sought to uncover the brand’s strategy, values, and future aspirations by speaking with Cecilia Taieb, Director of Communication at CUPRA. We delved into how the brand merges automotive excellence with a lifestyle-oriented approach. Known for its dynamic blend of high-performance vehicles and lifestyle innovation, its redefining what it means to be a car manufacturer. Taieb, with her richly diverse background, brings an international perspective that aligns perfectly with the brand's ethos.

We begin by discussing her personal background and its influence on her role. Taieb shares, "I’m French, but I was brought up in Spain, and I’ve worked all over the world. A little multicultural and multinational. I was born in Switzerland. I’m a citizen of the world," perfectly mirroring the brand’s global outlook.

On the recent launch event of the new CUPRA Formentor and CUPRA Leon, the team has expressed great satisfaction with their achievements. "We worked on it for a few months, and the last three days were intense. But I think we achieved what we wanted: to show the world what we are capable of.“ The positive feedback reinforced their mission to establish itself as more than just a car brand. Success for CUPRA goes beyond sales figures.

Furthermore, they are carving out a niche lifestyle brand, integrating design and functionality across various domains. "We always say that we are not only a car brand; we are a lifestyle brand, and we create cars. And the brand is even more important than that,"  Taieb explained. This philosophy led to the creation of the CUPRA Design House, which not only focuses on car accessories but also ventures into fashion and potential collaborations in diverse areas such as furniture design. "Maybe one day we'll be creating a furniture piece for a brand. People ask what sets us apart from its competitors. We have character, personality, and we are very authentic and coherent.“ Authenticity is at the core of the brand’s collaborative efforts. The team emphasizes partnerships that resonate with their values. "For example with MAM, someone told us about a jewelry brand in Barcelona with values close to ours. They're unconventional, gender neutral, and do things differently. We met them, and it was an instant match. Authenticity is key."

The criteria for partnerships are clear: " “We want to collaborate with brands that push the boundaries like us. Brands that are rebellious and unafraid to challenge the status quo. CUPRA’s mission is to inspire the next generation and we want to work with partners who want to join us on our journey”.

These traits are embodied by their collaborators, such as MAM, that creates unique, face-inspired jewelry pieces reflecting Barcelona's spirit.

Embracing Diversity: Defying Gender Norms in Design and Marketing

The commitment to fluidity and inclusivity is evident in their approach to design and marketing. "Fluidity is special because people often say our cars are very masculine. But what does that mean? I drive a Formentor and don’t find it masculine or feminine. We’re a brand for everyone." This inclusive ethos extends to their diverse team, which helps ensure their communication resonates globally.

"We make cars for those who love them, not for everyone. If someone doesn’t like it, they’re simply not our target audience.“ Looking ahead, CUPRA is poised to lead in the automotive industry's transformation towards electrification. "We’re in the biggest transformation, moving from combustion to electric cars. By 2030, we’ll be fully electrified. We need to change the mindset about electric cars. They can be fun, sexy, and high-performing. That’s our role: to show that electric cars can be exciting."

Additionally, an emphasis on personalization allows customers to tailor their vehicles to their tastes. "Our color palette is unique, with options like bronze and matte grey. You can customize rims and other features, making the car your own.“

Urban Integration and Artistic Expression: The CUPRA City Garages

In the bustling streets of urban landscapes, CUPRA has found its canvas for creative expression and community engagement. The CUPRA City Garages, nestled amidst the pulse of city life, stand as living testaments to the brand's seamless integration into urban culture. These multifunctional spaces transcend the traditional showroom concept, evolving into vibrant hubs for events, concerts, and community activities.

"CUPRA City garages are special places for events, concerts, and community activities. They allow our tribe to feel the brand."

These garages serve as more than mere venues; they embody the essence of the lifestyle, fostering a sense of belonging among enthusiasts and aficionados alike.

Art is not just an adornment but a fundamental pillar of the brand's identity, intricately woven into the fabric of its City Garages. Renowned artists like Austrian street artist Chris Princic infuse these spaces with his distinctive flair, painting narratives that resonate with local cultures and traditions. "When you visit our CUPRA City Garages around the globe, there is always something that has been painted by the Austrian street artist Chris Princic. He tries to interpret the location and bring the brand spirit to the places where we are," shares Taieb.

The engagement with art transcends aesthetics, delving into the realm of emotion and connection. "Art helps us do that with our City Garages. It’s not about adopting a city but adapting to it," emphasizes Taieb. Collaborations with artists like TV Boy further amplify this sentiment, reinforcing the brands rebellious spirit and commitment to authentic expression.

The commitment to collaboration extends beyond the visual arts, as highlighted by its Design House. "Exploring collaborations is exactly what the aim of the CUPRA Design House is. Firstly, giving more visibility to our car accessories and secondly, through our fashion collection. And also, through our third lever, which is about making those meaningful collaborations happen," explains Taieb. She adds, "We are always looking to work with people who share our values and where we can undertake creative projects that align the brand with that of the collaborator."

When asked about dream collaborations, Taieb expresses a visionary yet pragmatic approach: "If you ask me about dream collaborations, I have so many. But they can’t just stay in dreams – the aim is to make them happen!" This forward-thinking mindset is what drives the continuous seek for new partnerships and opportunities.

Taieb's personal passion for contemporary art further enriches the brands cultural tapestry. "I have two artists that I follow very closely, and I’ve always said that one day I would buy a painting from them. One of them is Yulia Bas. She is an amazing painter who does sculptures and installations as well. Yulia was born in Moscow but is currently based in Barcelona. Everything she does to me is so emotional that when I see her art, it provokes something in me, and that’s what art should do. Yulia really does an amazing job and her reputation is growing very fast."

She continues, "The second artist I really admire is the Canadian artist Thrush Holmes. His paintings are very lively and just different. That’s what I like about him; he is doing something completely unconventional which is always putting light into the paintings and using neon. His artwork is very contemporary and cool. If I compare the two, Yulia is more emotional and Thrush for me stands for fun, something light and lively. His paintings definitely come to life."

Through the integration of art and urban culture, CUPRA is not just redefining the automotive industry; it is reshaping the intersection of lifestyle, art, and mobility. By staying true to their values of authenticity, fluidity, and innovation, they are creating a brand experience that goes beyond traditional automotive boundaries. "We want passion and emotion in our brand. It’s okay if not everyone likes it." As they continue to innovate and expand, their commitment to a coherent and authentic brand experience remains unwavering.