The perfect fit.
As FC Barcelona’s official automotive and mobility partner, we recently organised a unique event at the Ciutat Esportiva Joan Gamper training centre where we brought together 19 Barça players. They were each given the chance to experience the universe of our progressive brand, getting familiar with the contemporary design of our models while digitally customising their perfect car. The event itself followed all the necessary health and safety measures and drew inspiration from the kind of “fitting” events that are commonplace within the fashion industry.
Captains Sergio Busquets and Gerard Piqué, new signings Sergiño Dest and Miralem Pjanic, Dutch midfielder Frenkie de Jong, and CUPRA global ambassador Marc ter Stegen were amongst the players who decided to join us at the space set up inside the club’s training centre. CUPRA showcased its full range of vehicles, with the CUPRA Formentor: the first model uniquely designed and developed for the brand, the two new versions of the CUPRA Leon: both the hatchback and Sportstourer, and the CUPRA Ateca.
Barça players configure their versions of the CUPRA Formentor, CUPRA Leon and CUPRA Ateca
“CUPRA and FC Barcelona have a shared vision: to inspire the world from Barcelona through stimulating style and contemporary performance. Our global partnership aims to create emotional experiences for our community of fans, therefore it’s key that the players feel part of this goal and connect with the values of the brand. It was amazing to see how involved they were in this activity, which recreated the experience our customers have when visiting one of our CUPRA Garages around the world, by mixing the digital experience with the human touch, thanks to the attention provided by the CUPRA Masters” explained Antonino Labate, CUPRA Director of Strategy, Business Development and Operations.
A contemporary experience
Inside the CUPRA space, players were able to personalise their own versions of CUPRA models, step by step and in an interactive way using the digital tools that are available throughout our international network of 500 specialised sale points. Our brand experts, the CUPRA Masters, were also there of course, to share their advice and knowledge with the players.
In addition to presenting its four-vehicle line-up at the FC Barcelona facilities, CUPRA wanted to show the Barça players its vision of electrified, sports performance by exhibiting the CUPRA Tavascan Electric Concept. The brand also showcased its racing DNA with the world’s first 100% electric touring car: the CUPRA e-Racer, and the CUPRA Leon Competición.
CUPRA global ambassador and FC Barcelona goalkeeper Marc ter Stegen said: “I’m very happy that my teammates have the chance to discover the CUPRA World and to customise their perfect model. Several players had asked me about the features of each vehicle, but now they are able to get a first-hand look at the entire range. I have decided to renew my CUPRA Formentor with the new 245PS plug-in hybrid version, which will allow me to continue enjoying a sporty drive while minimizing the impact on the environment. I am now looking forward to seeing some of my teammates driving their new CUPRA models around Barcelona”.
The CUPRA Range
Choosing from the four CUPRA vehicles, FC Barcelona players like Sergio Busquets, Frenkie de Jong, Sergiño Dest and Miralem Pjanic decided to customise their own CUPRA Formentor: the model designated as the official car of FC Barcelona. It has seven engine options, including two plug-in hybrid variants that will reach the market in the first quarter of this year. This high-performance crossover is named after the renowned cape on the island of Mallorca, and combines contemporary exterior design, in a nine-colour palette, with a sophisticated interior and high-quality materials. It also has advanced connectivity thanks to the CUPRA Connect system, which enables certain functions to be controlled via remote access from a smartphone.
The Barça players also had the chance to customise the two versions of the CUPRA Leon, the brand’s best-selling model. It is the first CUPRA plug-in hybrid vehicle and is already on the market in both a 5-door version and a Sportstourer style. With its combined power output of 245PS, the CUPRA Leon e-HYBRID makes it possible to travel around the city emission-free. It has a fully electric range of up to 52 km (in WLTP cycle, equating to 68 km in the NEDC cycle), while at the same time giving you the option to enjoy unbounded power when taking to the open road. The new model will also offer a wide range of petrol engines with three options of 245PS, 300PS and 310PS. The latter will only be available in the Sportstourer version and comes mated with an all-wheel 4Drive transmission.
Finally, Clement Lenglet and Junior Firpo chose the new CUPRA Ateca. The first vehicle launched on the market under the CUPRA brand now comes with a revamped design while staying true to its commitment to high performance. This 300PS SUV is a unique product on the market and has boosted CUPRA’s growth since its launch in both Europe and outside the continent in countries such as Mexico.
With this range, CUPRA aims to exceed its initial goal of doubling its sales volume and expects to achieve a one-billion-euro turnover once all engines are available and on the market. These three models will be joined by the CUPRA Born, the brand’s first 100% electric vehicle, which will change the dynamic perception of electrically powered vehicles through its emotionally charged sportive aesthetic.