The fundamental starting point for Cupra design is to be able to work in freedom. “Designing the future without looking back 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 everyone to like us, but we want people to fall madly in love with our models,’ explains Jorge Díez, head of Cupra design.
The philosophy on which the brand’s future design is based is marked by a strong character in the shapes and proportions found in its new models. “Determination will be fundamental in future Cupras. It is particularly evident on the front end where we have simulated the features of a shark that give it great character,” says Díez. Another of the most significant changes that will be seen in the Spanish brand’s future cars will be the new triangular headlights. “Our models will be recognisable by the second.
Cupra is a young brand that looks to the future, a fact that the design team wanted to be able to reflect in a more than conceptual way in its models. “The lines are very pronounced in the side shapes, always expressing a forward tension. This gives our cars a sense of movement even when they are stationary. The interior of the brand’s future electric models such as the UrbanRebel (design story on Auto&Design no.256), the Tavascan and the Terramar is designed according to this concept. “The cabin gives the feeling of being a seamless block, like a hull, always giving an engaging sense of speed,” says Díez.
