In the five short years since its inception, CUPRA has worked to redefine what an automobile company can stand for and represent. With numerous collaborations across different aspects of culture, including music and sports, CUPRA has continuously offered innovative ways to bring motorsports to the mainstream. Last month, the Spanish brand joined forces with singer Rosalía to showcase both pioneers’ ‘unconventional’ approach to music and motorsports.

Most recently to honour everything the brand has achieved thus far, CUPRA headed to its second home of Berlin to throw a day celebrating all things racing. Taking place during The ABB FIA Formula E World Championship, the event was entitled the ‘Exponential Experience’ and invited attendees to partake in numerous different activities. 

Among the series of displays, the main highlight was the premiere of the CUPRA Tavascan. As the company’s first full all-electric SUV couple, the Tavascan features elevated exterior and interior design to deliver a refined take on the electrical car. "Back when we presented the Tavascan concept at the lAA in Frankfurt 2019, it was our dream car - a manifesto for everything we wanted CUPRA to become," says Wayne Griffiths. "Since then, we've kept believing that if we dream it, we can create it. Well, today, that dream comes true”.

Tapping into the current cultural fascination with virtual reality, another activity during the event allowed drivers to test drive a whole new world behind the CUPRA UrbanRebel Racing concept racing wheel. Specialised interface technologies allowed for the virtual world to transpire into the physical feelings of the car, created with a custom gaming computer chassis, detailed safety features, sensor additions and a two-way communication system with the vehicle's electronics. 

Elsewhere, CUPRA also officially launched ‘Metahype’, a virtual island which was announced last year. The digital space allows brands, communities and creators to come together to build lasting relationships, projects and experiences. The island is split up into five districts and experiences: CUPRA Plaza, CUPRA Racing, CUPRA Metahype City Garage, CUPRA Hub and CUPRA Next. Each ‘area’ serves a specific objective and allows users to easily navigate through what the island has to offer.  

“The CUPRA Exponential Experience brings to life something most drivers wouldn't typically experience: the incredible feeling of driving an electric racing car,” explains Xavi Serra, head of CUPRA Racing. “A unique racing concept merging the virtual and physical worlds. Allowing anyone to feel racing in a different way.” With its dedication to creative innovation in motorsports, the next five years of CUPRA is sure to take the brand to new heights.

Watch a recap video of the event below.