• A selection of automotive creators discovered the CUPRA’s boldest showcar and took the wheel using their minds in an unprecedented experiment proving that the emotions of driving transcend physical reality
• Daniel Abt, Victor Melida, Jeremy Lynch, Luca Campolunghi, Jessica Thön and Becky Evans shared their experiences, recreated using AI
• Presented in 2025 at the Munich IAA, the CUPRA Tindaya Showcar is the embodiment of the brand’s vision, and a bold expression of its future design language

CUPRA challenges the status quo once again and presents a unique test drive of its latest concept car, the CUPRA Tindaya. A selection of automotive creators were able to experience the sensations of driving the company's boldest model yet through hypnosis and sensory simulation. Through the world’s first ever test drive taking place in the mind, an unprecedented experiment that proves that the emotions of driving transcend physical reality, drivers discovered a car built with one purpose: pushing every feeling to its peak.

“Driving is more than a linear experience for CUPRA: it is an act that begins in the mind and takes emotions to the unexpected. The CUPRA Tindaya is the ultimate expression of that thrill, which we experienced today. We turned every individual journey with the CUPRA Tindaya into a creative and truly emotional, holistic test drive experienced like never before.”

Patrick Sievers, Global Marketing Director at CUPRA.

CUPRA brand ambassador Daniel ABT joined global content creators Jessica Thön - Jessi Car Maniac (Germany), Victor Melida – byViruZz (Spain), Jeremy Lynch (United Kingdom) and Luca Campolunghi (Italy) to meet the CUPRA Tindaya concept car and take the wheel in a unique way. The event, hosted by automotive creator and presenter Becky Evans, was also attended by Jorge Diez, CUPRA Head of Design, who introduced the car as the next evolution of CUPRA’s distinctive DNA and guided them though the details that make it unique.

After discovering the Tindaya, participants experienced a hypnosis and guided visualization session led by leading Italian hypnotherapist Michele Occelli. Through full immersion, they envisioned the car’s spirit, presented as a living beast that they could bond with and control. Car and driver become one to create a unique adventure in which each participant travelled through different landscapes and roads around the world. From lush forests to rugged coastlines, creators enjoyed an experience that went beyond physical thrills. Through AI and the drivers’ testimonies, CUPRA recreated each of the experiences visually, bringing the CUPRA Tindaya to the roads in a preview of the future.

“It was very different to normal car shoots and I'm happy that I was a part of it and I could experience this unique journey. I think a lot of people should try this and feel it for themselves.”

Daniel ABT, CUPRA Ambassador, former racing driver and content creator

“I saw how I held the steering wheel, I saw the CUPRA logo in the front, I heard the sound of the electric acceleration. I felt the air when I opened the windows, and the wind in my hair. I saw myself driving, and sometimes I was driving myself. It was crazy!”

Jessica Thön, content creator at Jessi Car Maniac

"I could feel the car – the steering wheel, the accelerator and the sensation of speed. It was an experience I never expected to have in this way."

Luca Campolunghi, content creator at Luca_Campolunghi

The hypnotic test drive of the CUPRA Tindaya marks a new chapter in how the brand connects technology, emotion and imagination. By transforming a traditional test drive into a mental and sensory journey, CUPRA once again proves that driving is not only about movement, but about the feelings it awakens. As the brand continues to push the boundaries of design and innovation, the Tindaya stands as a bold preview of what’s to come—where the connection between driver and machine goes beyond the physical world and into pure emotion.

Presented at the CUPRA IAA Open Space in Munich in September, the CUPRA Tindaya Showcar embraces the dramatic character of the volcano that gives it its name, with an exterior and interior design that comes alive with a radical yet simple idea: “No Drivers, No CUPRA”. It is the maximum expression of driver focus, offering a unique experience that enhances the emotions through full immersion with the car.