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september 01, 2022 - Cupra

CUPRA: seven seconds to fall in love

  • CUPRA #design Director Jorge Diez explains the key #design features of the brand’s future electrified models, such as the recently unveiled #cupra UrbanRebel, #cupra Tavascan and #cupra Terramar
  • CUPRA’s #design team reinterprets the exterior of its vehicles with a strong character and new iconic features
  • Sustainability and technology define the new interiors where the driver is placed front and centre

Martorell, 1.09.2022 - #people usually think falling in love comes from the heart, but this isn’t exactly the case. In fact, it’s a process that starts in the brain, and when we fall in love, chemicals like dopamine, oxytocin and adrenaline are released within seconds. Something similar can be experienced when admiring CUPRA’s future electrified models. The recently unveiled #cupra UrbanRebel, #cupra Tavascan and #cupra Terramar succeed in making you fall in love in just seven seconds. #cupra #design Director Jorge Diez tells us how the brand’s future #design hallmarks.

No looking back. The key starting point for CUPRA’s #design is being able to work with complete freedom. “Designing the future without looking to the past is a spectacular journey. Our ultimate goal is to make #people fall in love with our cars, creating unique experiences. We don’t necessarily want to appeal to everyone, but we want #people to fall head over heels in love with our cars” says Jorge Diez. Thanks to this essence, CUPRA’s first wholly-designed models, the #cupra Formentor and the #cupra Born, were awarded the prestigious Golden Steering Wheel in 2021, one of the #automotive industry’s most important accolades. On 7 June, #cupra presented its electrified models of the future in Terramar (Sitges) showing its strong commitment to innovative #design that aims to continue to break with the status quo. “We’ll achieve this thanks to our own #cupra #design philosophy” adds the head of #design at the brand.

Distinctive character and determination. The brand’s future #design is based on a philosophy defined by a strong character, evident in the new model’s shapes and proportions. “Determination is very important in future CUPRAs. One of the areas where it clearly stands out is in the front of the car, where we’ve simulated shark-like features that give it a character of its own” says Jorge. Another significant change on future models will be the new triangular headlights that give #cupra a new look. “Our models will be instantly recognisable at a glance.”

Ever forward looking. CUPRA looks to the future, something that the #design team wanted to reflect in a more than conceptual way. “The lines are very pronounced on the sides, always expressing a forward thrust. This gives our cars a sense of movement, even when stationary” according to Jorge. The cockpits of future cars like the #cupra UrbanRebel, #cupra Tavascan and #cupra Terramar have been designed in line with this concept and will be launched in the coming years. “The cockpit feels like an uninterrupted space, similar to a ship’s hull. This also lends a feeling of speed” says Jorge.

Ever forward looking. CUPRA looks to the future, something that the #design team wanted to reflect in a more than conceptual way. “The lines are very pronounced on the sides, always expressing a forward thrust. This gives our cars a sense of movement, even when stationary” according to Jorge. The cockpits of future cars like the #cupra UrbanRebel, #cupra Tavascan and #cupra Terramar have been designed in line with this concept and will be launched in the coming years. “The cockpit feels like an uninterrupted space, similar to a ship’s hull. This also lends a feeling of speed” says Jorge.

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