Technological prowess and digital sophistication came together in Barcelona, as CUPRA presented their latest addition to a rapidly growing family, premiering the CUPRA Terramar on the occasion of the 37th America’s Cup. With dramatic projections, spectacular set design and inspiring speeches, the event was a dramatic beginning to September. In the wake of recent launches – namely the CUPRA Leon, Formentor, Born VZ and Tavascan, this is the latest design gem being added to a panoply of unique, stylish cars.
Hosting the premiere in Barcelona’s IMAX cinema, guests and press, as well as a global community watching the event online, were in awe of the spectacular presentation, which was a sensational rendition of the world of CUPRA. The motto “There is no second”, taking its cue from the world’s prestigious sailing competition – the America’s Cup – was heard throughout the day, as the CUPRA Terramar was unveiled. A special, limited edition version of the CUPRA Terramar, with a unique America’s Cup logo, is being released to celebrate this unique collaboration.
A CUPRA film, directed by celebrated Spanish director J.A. Bayona was also presented, giving an emotional insight into the story that links the philosophy of CUPRA with the world of the America’s Cup. Brand Ambassador to CUPRA, J.A. Bayona explained that his values aligned with those of CUPRA in this film: celebrating the beauty of competitive sports, a spirit of self-improvement, creating emotions and pushing boundaries – all founding elements of his work and ethos.
Wayne Griffiths, CEO of CUPRA, explained that the CUPRA Terramar is “a car that reinforces CUPRA today as a brand, that is more mature, more confident in its direction, and more certain in its identity than ever before, without ever compromising on a rebellious spirit and authenticity.” Design wise, the sports inspired SUV brings in a new vocabulary, with the iconic three triangle signature, with CUPRA Matrix LED Ultra, with High-Definition Technology. Sweeping lines and geometric forms give a clear sense of heightened performance, speed and sophistication. Schön! was certainly blown away by the speed and dynamic energy of the premiere, with a design that promises to be one of this year’s automotive highlights.
Discover more on the CUPRA Terramar here.
