The CUPRA Raval is now a reality and has made a stylish debut, with an unprecedented global mobilisation and music as the common thread
- In keeping with CUPRA’s groundbreaking nature, this decentralised world premiere brought the Tribe together with concerts in urban locations and CUPRA City Garages, as well as events in 12 different cities
- Nathy Peluso, Guitarricadelafuente, Disiz, Kim Petras, Mahmood, and Chase & Status and Lancey Foux played a key role in unveiling the CUPRA Raval in Barcelona, Madrid, Paris, Berlin, Milan and Manchester, giving street-level performances on the roof of the car
CUPRA has unveiled to the world the CUPRA Raval, the all-electric urban car that marks the dawn of a new era for the brand. In an unprecedented roll-out, the model’s global launch brought music to Barcelona, Madrid, Paris, Berlin, Milan and Manchester with urban performances by international artists who introduced this gamechanger to the CUPRA Tribe across borders. A total of 12 European cities have welcomed the model, with concerts in six of them and other simultaneous events, following a pioneering decentralised approach within the automotive industry that has attracted more than 30,000 people, clearly demonstrating the brand’s bold, unconventional global style.
A CAR BORN ON AND FOR THE STREETS
For the launch of the CUPRA Raval, CUPRA once again challenged the status quo. Far from settling for one single event, it organised a series of presentations in 12 European cities, tailoring their format and content to the peculiarities of each market. In six of these cities, it went one step further and even used their streets, squares and spots as concert venues, paying tribute to the model’s urban essence with the ‘Follow the CUPRA Raval’ initiative.
Iconic locations in Barcelona, Madrid, Paris, Berlin, Milan and Manchester hosted live performances by Nathy Peluso, Guitarricadelafuente, Disiz, Kim Petras, Mahmood, and Chase & Status and Lancey Foux, respectively. The brand had been dropping hints on their social media accounts, until revealing the spots and time shortly beforehand. Their followers didn’t disappoint and turned out in droves for the events, hoping to catch a glimpse of their idols and find out what was in store for CUPRA, in venues such as Plaça Catalunya in Barcelona, Puerta del Sol in Madrid, or the legendary Alcatraz Club in Milan, with its vibrant atmosphere, and Projekts Skatepark in Manchester, a leading community skatepark in the UK, amongst others.
At the scheduled time, the artists arrived in a CUPRA Raval and began their concerts, surrounded by fans. Standing on the roof of the vehicle, with the car serving as their stage, they sang some of their best-known tracks, and also unreleased songs that will feature on a music film. Set to premiere on April 20th, The Soundtrack of Raval will showcase the spirit of the CUPRA Raval through these six new tunes.
After the show, the artists set off for other locations or for the CUPRA City Garages, notably the one in Berlin, located at the heart of the lively Tacheles district, known for its cultural and artistic heritage, or the renovated CASA SEAT in Barcelona, which has temporarily been renamed CASA CUPRA RAVAL as a tribute to its launch. That’s where they finished their set with more songs, but not before turning heads along the way.
“As a global brand, CUPRA’s ambition knows no borders, and neither does our Tribe. That’s why we took a completely groundbreaking, decentralised approach to the launch of the most important model in our history. The CUPRA City Garages are our core hubs, where we experience the brand from every angle, so there’s no better place to showcase the CUPRA Raval to the people who make the brand, no matter where they are.”
Ignasi Prieto, Chief Brand Officer at CUPRA
As celebrations went on, each venue had planned a range of activities to enjoy the evening. In Paris, for instance, a limited edition of 500 CUPRA Raval units was unveiled, featuring an exclusive design created in collaboration with the streetwear brand AVNIER, as well as its own fashion capsule collection. Meanwhile, Madrid and Barcelona hosted a RAVALISE Corner, a live customisation experience for attendees to personalise items from the CUPRA Collection and take home unique pieces inspired by the CUPRA Raval.
EVENTS TO REACH EVERYONE IN THE TRIBE
In Munich, Vienna, Lisbon, Rotterdam, Copenhagen and Helsinki, the CUPRA Raval was revealed at various events also tailored to the specific needs and requirements of each country, always with CUPRA’s signature unconventional touch. In many of these, the CUPRA City Garages played a key role in unveiling the urban electric car, with the aim of bringing the Tribe together at these cultural hubs of the brand for a collective launch that would resonate across different territories.
In addition, some venues, such as the CUPRA City Garage in Madrid and CASA CUPRA RAVAL in Barcelona, among others, hosted a double event. In the morning, the car was unveiled for the first time at a ceremony attended by the media and government officials, while in the evening the doors were opened to brand supporters and content creators to continue celebrating the occasion into the late hours in a much more lifestyle-oriented atmosphere, with music setting the mood.
“CUPRA has always been about breaking the rules and writing its own story. With the global launch of the CUPRA Raval, we’re taking that even further. This isn’t just a launch, it’s a movement. We’re bringing CUPRA to the streets in every market, connecting with every Tribe member in a way that hasn’t been done before. And staying true to our DNA, the Raval comes to life through a collective of artists, each one different, but all sharing the same energy. That’s what defines it. That’s the CUPRA Raval spirit.”
Sven Schuwirth, CUPRA Vice-president for Sales Marketing & Aftersales
The launch celebrations for the CUPRA Raval were a huge success, attracting more than 30,000 people to the various events and concerts, and went viral on social media worldwide.
A CAR THAT’S HERE TO CHANGE THE RULES
Designed, developed and produced in Barcelona, the CUPRA Raval is the first electric car manufactured at the Martorell plant, based on the Volkswagen Group’s MEB+ platform. With its bold styling and disruptive character, this gamechanger is designed to stand out, boasting a unique exterior, agile and dynamic handling, and a range around 450 kilometres. All while combining the performance of a hatchback with the space and versatility of higher-end vehicles, for an exciting, electrifying driving experience imbued with CUPRA’s sporty DNA.
“The launch of our Electric Urban Car Family is a decisive step for the Volkswagen Group and a milestone for CUPRA: With the CUPRA Raval, we are demonstrating what accessible, emotional, and European electric mobility can look like —at a starting price of around 26,000 euros without compromising on technology, safety, or design.”
Oliver Blume, CEO of the Volkswagen Group
The car takes its name from the Barcelona neighbourhood of El Raval and its urban, creative spirit, which perfectly matches the model’s identity: ‘beyond rebel’. Following its world premiere, which ushers in a new era for the brand, the CUPRA Raval is going on sale this summer, with a price of around €26,000 for the entry-level model.
