Francesca Sangalli, head of colour and trim at Cupra, explains how distinct colour themes, finishes and parametric patterns help the brand stand out
With most household brands now sitting within larger parent organisations, often using shared technology, the pressure to create a distinct brand-feel is high.
For Cupra, the performance spin-off from Seat which is in turn held within the wider Volkswagen Group, this is particularly true; launches from recent years often gain immediate comparison to models from sister brands in Audi, VW and Seat, and at the Terramar reveal, the word “Tiguan” could be heard from some members of the media. Justified or not, Cupra will have to continue finding ways to set itself apart and from our discussions with design leadership, it seems CMF is the way to do it.
“With our strategy, we focus on neutral colours that work with our copper details. This allows us to create a quite sophisticated palette,” says Francesca Sangalli, head of colour & trim concept & strategy, who joined Cupra in 2018 after nearly 17 years with Mercedes-Benz. “There is a lot of work that goes into this because Cupra and colour are closely linked.”
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