Munich turned its attention to CUPRA at IAA Mobility 2025, where the brand unveiled the Tindaya Showcar, its boldest vision of the future yet. Named after a volcanic mountain in Fuerteventura, the concept channels the raw drama of its namesake, thanks in part to its copper-toned accents, Atlantic grey shades, and sculpted forms that feel carved by nature itself rather than created in a studio.
“The CUPRA Tindaya Showcar is more than a car, it’s a radical statement,” said Markus Haupt, interim CUPRA CEO. “While many move away from the driver, we double down on what matters most – the connection behind the wheel. We believe in our Tribe, in the drivers: our cars are designed for them to fully express themselves.”
The exterior sets the tone immediately. The CUPRA logo sparks to life on the front mask, illuminating the living pulse of light that flows from the front. Triangular headlights frame the sharp, fastback silhouette, which stands strikingly at 4.72 metres long on 23-inch wheels. An athletic wedge, defined by clean lines from nose to rear spoiler, sculpted shoulders, and aerodynamic channels, gives the body a sense of motion even when still. The design draws inspiration from the human form: carved lines, exposed structure, and a spine-like roof (‘ýpsilon’) detail anchoring the entire silhouette.
Inside, the focus shifts to pure immersion. The Driver Axis, a layered dashboard built around a 24-inch freeform display, is the perfect combination of motorsport precision and cinematic intent. A racing-inspired steering wheel carries satellite buttons for quick, intuitive control, while CUPBucket seats reinterpret the Eames Lounge Chair in sustainable vegan leather, wrapped in ambient lighting that makes the space feel alive. At its centre sits ‘The Jewel,’ a glass prism that unlocks more than just the car’s features. It shifts lighting, sound, and haptic responses to match the driver’s mood. With audio designed in collaboration with Sennheiser Mobility, the cabin becomes a resonant, almost tactile experience where digital and physical melt together.
Materials add another layer to the story. The matte body transitions from deep Atlantic grey to soft beige, mirroring the meeting of ocean and earth. Flax fibre panels and 3D-printed aluminium structures give the car a crafted tactility, while copper accents shimmer beneath the surface, hinting at energy under control. Even the console and seating surfaces follow organic, parametric lines, subtly similar to living textures beneath the skin.
The Tindaya also introduces three distinct drive experiences: ‘Immersive,’ stripping away distractions for pure emotional connection; ‘Rider,’ amplifying performance with dynamic visual feedback; and ‘Connected,’ linking the driver directly to the CUPRA Tribe with AI-driven insights and curated experiences.
Since its launch in 2018, the Spanish car brand has positioned itself as an instigator of creativity and an agitator for change, selling more than 800,000 vehicles globally and building a portfolio of seven models – including the Formentor, Born and Tavascan. Its cultural reach is amplified by the CUPRA Tribe, a collective of ambassadors such as Spain’s most decorated Olympian Saúl Craviotto, acclaimed film director J.A. Bayona, and two-time Ballon d’Or winner Alexia Putellas. Beyond the road, CUPRA is also the official automotive and mobility partner of FC Barcelona and a premium sponsor of the Premier Padel Tour, underscoring its place at the intersection of performance, sport, and design.
In just seven years, CUPRA has grown from a disruptor into a brand shaping the cultural edge of performance design. The Tindaya pushes that trajectory further, capturing CUPRA’s belief that driving still matters as an act of self-expression. Or, as the brand puts it: “No Drivers, No CUPRA.”
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photography. courtesy of CUPRA
words. Gennaro Costanzo
