“Our inspiration is in people and the character they have”

HERO seat-cupra.media-center (21)

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.”

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