Cupra used the reveal of its new Leon and Formentor models in Madrid to underline its commitment to a new design language distinct from the ‘performance Seat’ look. The brand also unveiled bespoke design studio Cupra Design.
Cupra has come a long way from the days when it just made performance versions of Seat models. Its CEO, Wayne Griffiths, joined up with what he calls a small band of believers six years ago to radically transform it into a brand in its own right.
At the Cupra Design Night in Madrid, Griffiths said that the challenge was that: “if it seems familiar, start again. If it looks like everyone’s going to like it, then we’re probably doing it wrong.”
It’s an unusual mission statement for a car brand, or for any brand, but one that has seen the automaker undergo a dramatic transformation. A crucial element of that has been design, so much so that Griffiths describes Cupra as being “design driven.”
This content is available to subscribers only | Sign in
Unlock exclusive design knowledge, inspiration & connection.
Knowledge
Inspiration
Billed as $194 annually
Other currencies: £149 / €179 annually
Available to new subscribers only
Knowledge
Inspiration
Connection
Billed as $259 annually
Other currencies: £199 / €239 annually
Knowledge
Inspiration
Connection
Billed as $389 annually
Other currencies: £299 / €359 annually
Explore more subscription options.
For help with individual user subscriptions please contact:
Eric Ng
Eric.Ng@ultimamedia.com
For help with multi user subscriptions please contact:
Angela Yang
Angela.Yang@cardesignnews.com
Renault unveils R17 electric restomod prototype by Ora-Ïto ahead of 2024 Paris Motor Show
The Spanish brand has thrown a lavish event to celebrate the launch of its new model, a performance SUV that it says is an example of “design following emotion”
Car Design News looks at some of the design stories that may have gone under the radar over the past week. Read on for the latest from Pininfarina, AMG and the latest raft of Chinese EVs
