In a city known for its elegance, Madrid witnessed the unveiling of a new era in automotive innovation. CUPRA City Garage Madrid became the stage for the global premiere of the CUPRA Terramar, a dynamic electrified SUV designed to push the brand’s boundaries while honoring the iconic Terramar circuit in Sitges. Under the bold slogan There is no second, this event marked more than just a new model—it symbolized CUPRA’s evolution into a mature and confident brand with a rebellious spirit still at its core.
The event, held during the prestigious 37th Louis Vuitton America’s Cup, echoed the competitive nature of the sea race itself. Guests, including high-profile figures from business, fashion, and the arts, were immersed in an evening that was as much about experience as it was about technology. Attendees were treated to an immersive, sensory journey, from cocktails inspired by the ocean to a mesmerizing audiovisual display transporting them into the depths of the ocean—an apt metaphor for CUPRA’s exploration of new horizons.
At the center of it all was the CUPRA Terramar. “The Terramar represents the next stage in our growth,” said Wayne Griffiths, CEO of CUPRA. “This sporty SUV will take CUPRA’s young and daring mentality to a wider audience, expanding the brand to attract new customers who seek exceptional design and performance.” Indeed, the Terramar is set to captivate new markets with its combination of emotional design, cutting-edge technology, and a commitment to sustainability.
As a tribute to the brand’s daring philosophy, the phrase There is no second resonated throughout the evening, perfectly encapsulating the unique spirit of the CUPRA Terramar. This slogan isn’t just about competition; it’s a declaration of the brand’s uncompromising ethos. There’s no second place in the world of CUPRA—only those who dare to lead, innovate, and challenge the status quo.
This launch also reflected CUPRA’s ambitious approach under the leadership of Cristina Vall-Losada, Manager of CUPRA City Garage Madrid. Vall-Losada’s role has been pivotal in elevating the brand’s marketing and innovation strategies to new heights. Her vision has transformed the City Garage concept into more than just a showroom—it’s a hub for cultural and technological innovation, a space where design meets emotion, and where CUPRA fans can experience the essence of the brand in every detail.
The premiere of a new commercial directed by J.A. Bayona, the award-winning filmmaker and CUPRA ambassador, added an artistic touch to the evening. His visual interpretation of There is no second highlighted the brand’s alignment with a mindset of continuous self-improvement and excellence. This blend of storytelling and innovation showcased not only the Terramar’s bold features but also CUPRA’s holistic approach to creating a lifestyle around its vehicles.
For Vall-Losada and her team, the challenge is clear: to continue positioning CUPRA as a brand that is as much about emotion and experience as it is about performance. “We aim to bring more than just cars to our audience,” she said. “We are offering an entire way of life, one where there truly is no second.”
With the CUPRA Terramar now at the forefront, the future looks as dynamic and fearless as the vehicle itself. This latest launch isn’t just a step forward for the brand—it’s a declaration that CUPRA is here to redefine what it means to lead in the world of automotive innovation. There is no second.
