CUPRA celebrates its fourth anniversary with an ambitious vision for 2022


At a special online event, the brand announced two new models will join the existing line-up, as well as the launch of a new digital experience, called Metahype – a collaborative new platform in the metaverse, and a new virtual racing experience.


CUPRA X 2: An ambitious vision for 2022
“Our 4th anniversary has a special significance. The plans we have in store for 2022 include the intention to double our sales, double our turnover and double our sales network. This is why we're calling our ambition CUPRA X 2,” said Wayne Griffiths, CEO of CUPRA. “Four years ago, many people doubted us, but we never doubted ourselves. This year, we'll prove once again that nothing can hold back our unstoppable impulse.”

CUPRA intends to double its global network of CUPRA Specialists and CUPRA City Garages, bringing these unique offerings to more consumers around the world.

CUPRA also revealed it will launch two new models. This follows last year's announcement that the CUPRA Tavascan, the brand's second all-electric vehicle, will come to the market in 2024, followed by an electric vehicle inspired by the UrbanRebel, in 2025. These will join the CUPRA Born which arrives in the UK in April 2022, as well as the already-launched Formentor, Leon and Ateca.

Metahype: Taking CUPRA into an immersive digital world
Unique experiences are at the heart of CUPRA and later this year these experiences will exist in an entirely new space as the brand enters the immersive virtual reality, called ‘Metahype'.

“Metahype is our interpretation of this new universe. It's a collaborative space where brands, startups, and content creators can host a wide variety of events and experiences for individuals to create and share culture,” Griffiths added. “With CUPRA's entry into the metaverse, we're proving once again that we're a brand that goes beyond the automotive industry.”

Developed in partnership with VISYON, an award-winning creative immersive company and part of the Mediapro Group, Metahype is all about collaboration. Beginning with brands from the worlds of music and entertainment, such as Primavera Sound and UBEAT, CUPRA will team up with partners from multiple fields to inspire the new generation.

Speaking in the virtual world with globally recognised futurist and Chief Metaverse Officer Cathy Hackl, Griffiths revealed that brands and individuals will be able to showcase artistic material such as NFTs (Non Fungible Tokens), display digital and physical products, and stream content within Metahype.

CUPRA will have its own hub within the platform - a place where it can create new and spectacular experiences for different points throughout the customer journey.

“With virtual worlds brands have the opportunity to create completely new, immersive experiences for their existing and future customers. This is a great opportunity for CUPRA to engage with its communities in innovative and truly authentic ways via Metahype”, commented Hackl.

CUPRA2 Experience: Racing like never before
CUPRA also gave a glimpse of a whole new way of racing, combining the real and virtual worlds: the CUPRA2 Experience.

“With our all-electric UrbanRebel, we're bringing the CUPRA2 Experience to the world, a unique racing experience where what you drive is real, but what you see is virtual,” explained Antonino Labate, CUPRA's Director of Strategy, Business Development & Operations. “With the CUPRA2 Experience, we're ready to shake up the traditional motorsport format.”

Ahead of the CUPRA2 Experience's launch, CUPRA will auction its first NFT, which will be of the UrbanRebel. The successful bidder will be given the opportunity to be one of the first pilots within the CUPRA2 Experience.

With the launch of Metahype, the CUPRA2 Experience and with two new models on the horizon, CUPRA celebrates its fourth anniversary by showing once again that it's the progressive brand that never stops moving.

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CUPRA celebrates its fourth anniversary with an ambitious vision for 2022
Modified on Tuesday 22nd February 2022
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