Since it was created in 2019, at the height of the pandemic, CUPRA has worked hard to become a car company that is totally out of the ordinary. With its numerous collaborations in different fields, including the audiovisual industry, sports and gastronomy, SEAT’s daughter has opened up new avenues of dialogue between the automotive world and the general public, creating really juicy synergies on a cultural level. With this eagerness to become a 360º brand, on this occasion Cupra prepared to launch its new model, Terramar, in an unprecedented event. We went to see it with our own eyes.
CUPRA gathered us at their home in Barcelona to enjoy a day dedicated to celebrating the arrival of their most ambitious model to date: CUPRA Terramar. The premiere, which took place during the 37th edition of the America’s Cup, invited all attendees to participate in numerous different activities related to the competition, all under the same slogan: “There is No Second”.
The experience began with a dinner at the new Bastian Beach Club, the space that stands on the Barceloneta Beach in front of the Racing Zone. Its privileged location, facilities and quality gastronomic proposal made it the ideal place to enjoy the America’s Cup 2024.
And it is no coincidence that the America’s Cup and CUPRA have come together in Barcelona. Both brands share the same spirit. “The desire to excel and the competition unite us,” said the CEO of the brand at the Terramar premiere, which took place for an hour inside the IMAX in Barcelona, a space specifically chosen to bring the America’s Cup Experience and make it familiar to all of us. The impressive exhibition space detailed everything about the oldest sailing championship in history, and the biggest sporting event to take place in Barcelona since the 1992 Olympic Games.
Grant Dalton, CEO of the America’s Cup, and Wayne Griffiths, CEO of CUPRA, spoke about the strategic alliance between the two entities. Both highlighted a clear message: both CUPRA and the America’s Cup share the ambition to always go further, to inspire from Barcelona and to connect with people through innovation and high performance. After knowing all the details about the CUPRA Terramar and why the AC, it was time to see the global CUPRA campaign. A visual work directed by J.A. Bayona, who was also present at the event. Bayona explained his creative approach in capturing the competitive spirit and the essence of the slogan “There is no second”. It was fascinating to hear him talk about self-improvement and how, like CUPRA, he is always looking to push the limits in every project he undertakes.
In a totally exclusive way, the brand has created the CUPRA Terramar America’s Cup, a limited edition of only 1,337 units. The exclusive design, the black rims, and the Enceladus Gray Matte color make it a truly special vehicle, impregnated with the DNA of both the competition and the city where it was born.
This is how we experienced the “Cupra Design Obsession” event in Madrid.
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