A new design language: how CUPRA styling comes to life
Disruptive, emotional and expressive: the contemporary and unconventional character of the cars made in Barcelona is expressed as much by the technology as by the shapes.
Since 2018, when it was founded in Barcelona, CUPRA has established itself as a young and dynamic brand. Its contemporary and unconventional character is reflected in its vehicles, which bring together emotion, electrification and performance. In recent years, each new model has helped to define the brand's DNA, starting with an original and creative design, while participation in the EXTREME E and Formula E championships demonstrates its competitive spirit and commitment to sustainability. CUPRA is an all-round innovative brand, as demonstrated by its collaboration with De Antonio Yachts, which resulted in the D28 Formentor e-HYBRID, the Catalan brand's first electrified yacht, or its presence in the Metaverse. In every project, for CUPRA, attention to design is always paramount.
Philosophy and style
The CUPRA Tavascan is a perfect example of this philosophy, with its disruptive, emotional and expressive style. In defining its lines, CUPRA designers have created a design language intended for the new generation of car lovers, as Julio Lozano, Head of Exterior Design at CUPRA, explains. According to Lozano, the creative work on Tavascan has led to new opportunities to show the world "who we are and how we want to be at CUPRA: people are at the centre of our design, making it very expressive and emotional, with key elements that highlight this new language, such as the three-triangle light eye signature in the headlamp, moulded to offer an eye-catching aesthetic, as well as maximum performance and aerodynamics".
Defining DNA
These features join another of the pillars that define the CUPRA DNA, namely the progressive sculptural design of the V-shaped bonnet design, enhanced by the illuminated CUPRA logo. "All this gives the CUPRA Tavascan attitude and dynamism, emphasising its sportiness and sensation of speed" adds Lozano, who then turns to the rear lighting, also a design element. "We want the car to look alive. So we have placed the logo in the centre of the light line that runs around the entire perimeter of the bodywork. It is the heart of the CUPRA Tavascan: when the car turns on, the light expands from the logo to the corners. It is like blood being pumped by the heart, a metaphor of being alive”.
Proportions and personality
The design of the rear lights, together with the proportions of the entire tail of the car, enhances the feeling of width and robustness. "We have placed elements such as vertical reflectors on the sides, with which we are able to express the maximum visual width of the vehicle" resumes Lozano, who then emphasises how this innovative approach further reinforces CUPRA's strong identity: engineering and design go together in the same direction to deliver a strong personality and optimise the output. "We have worked hard and the result is amazing”.
Source: SEAT S.A.
VGI | Responsible OU: VP | Creation date: article date | Class 9.1