Strong character, focus on the driver and sustainability of materials: Jorge Díez, CUPRA Design Director, talks about the philosophy behind the design of the brand's future electrified models.
People usually think falling in love comes from the heart, but in fact it is a process that involves the brain and the chemicals - such as dopamine, oxytocin and adrenaline - that are released within seconds when we fall in love.
That's kind of what happens when admiring CUPRA’s future electrified models: CUPRA UrbanRebel, CUPRA Tavascan and CUPRA Terramar, which will arrive on the market in the near future, manage to make people fall in love in just seven seconds. Jorge Díez, CUPRA Design Director, tells why, explaining the principles behind the Spanish brand's design.
The core concept of CUPRA design is to have no constraints: “Designing the future without looking to the past is a spectacular journey. Our ultimate goal is to make people fall in love with our cars, creating unique experiences. We don't necessarily want to appeal to everyone, but we want people to fall head over heels in love with our cars” says Jorge Díez.
With this in mind, it is worth mentioning that the CUPRA Formentor and Born, the brand's first two native models, were awarded the prestigious Golden Steering Wheel in 2021, one of the most important awards in the automotive industry. More recently, on 7 June, CUPRA presented its electrified models of the future in Terramar (Sitges), showing its strong commitment to innovative design that aims to continue to break with the status quo.
A strong character
The design of the new CUPRA models is based on a strong character, evident in shapes and proportion. "Determination is very important in future CUPRAs. The front of the car expresses this concept clearly, with the shark-like features that give it a character of its own" continues Díez, who goes on to say that another very significant element are the new triangular headlights, which will make the CUPRAs recognisable at a glance.
In any case, projection into the future is a key element - and the design fully demonstrates this: “The lines of are very pronounced on the side, always expressing a forward thrust. This gives our cars a sense of movement, even when stationary” adds Díez.
An interior for people who love driving
The interiors of the CUPRA UrbanRebel, CUPRA Tavascan and CUPRA Terramar have also been designed according to these principles. "The cockpit feels like an uninterrupted space, similar to a ship’s hull, and conveys a feeling of speed" says Díez. "At CUPRA we are passionate about driving. Sitting behind the wheel of future models is going to be a sensory experience where everything is focused on driving enjoyment”.
This is why all the interior elements have been designed to be driver-oriented. Sustainability is also an essential part of the car’s interiors, which are made from recycled materials and the application of new techniques like parametric design and 3D printing. "Technology and sustainability will go hand in hand, both aimed at giving instant emotions" concludes Jorge Díez.
Source: SEAT S.A.
VGI | Responsible OU: VP | Creation date: article date | Class 9.1