CUPRA heads back to where it all began to reveal its plans for the future, with new heroes for a new era. In 2018, a few believers gathered in Terramar to host the launch of CUPRA, the unconventional challenger brand from Barcelona.

Since then, the CUPRA Tribe has created a brand movement beyond the automotive world, because, as Wayne Griffiths, CEO of CUPRA, said at the launch event: “If CUPRA is to be successful, it’s the people who will make the difference. We have a passionate team and it’s people who make the brand”.