A new driving era
When the first CUPRAs rolled out of the Martorell factory of SEAT S.A. outside Barcelona in 2018, few people in the car industry paid much attention. At a time when hype about autonomous vehicles was at its greatest, it seemed eccentric to launch a new challenger brand dedicated to high performance, good looks and the sheer excitement of driving.
Designing the future
Sometimes it pays to be bold. Five years ago, when a small group of true believers in Barcelona committed to create a high-performance sports car brand, few people gave the venture much of a chance.