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.”
Access to motor show and concours coverage, trend and technology reports, design reviews of new and classic concept and production cars, exclusive interviews, regional reports, who’s where, design essays, career resources, design competitions, regular newsletter updates PLUS comprehensive degree show reports from the world’s leading design schools, the CDN archive of sketches, images and articles spanning 20 years of coverage.
An online subscription also gains you access to exclusive designer interviews from our annual Car Design Review yearbook, and access to exclusive interior design reviews from Interior Motives magazine. You can also receive Interior Motives in print through our online + print subscription, or buy individual copies of Interior Motives and Car Design Review.
Fees start from £55/€60/$70. Packages available for students, individuals, schools and corporates.
Gain full access to cardesignnews.com subscribe today
ALREADY SUBSCRIBED - Individual, Studio, Student or School
You now need to register your details and sign-in for full access to cardesignnews.com
There is a slight American muscle theme to this week’s round-up, with news-in-brief from Chevrolet and AC plus other stories from Kia, Lancia and Coventry University
A custard-coloured Cadillac was revealed yesterday, showcasing beautiful forms and incredible attention to detail on the interior
