The CUPRA e-Garage: a virtual world to experience our brand.

Back in October, we hosted the CUPRA Master Convention through a new, interactive platform known as “the CUPRA e-Garage in Cap Formentor”. From the 5^th November, we will be strengthening our digital strategy by opening up this “virtual space”, so that customers and CUPRA Tribe members everywhere can explore our brand in full immersive detail.

To coincide with the launch of a new range of vehicles, CUPRA has presented a digitalisation strategy which will be implemented across all areas of the business going forward. Our starting point? The creation of the CUPRA e-Garage in Cap Formentor, a platform that will spearhead this new digital action plan.

Developed along with the Barcelona-based innovation services company Visyon (part of the Mediapro Group), the online platform is an immersive, virtual space where users can set up their own avatar and interact with other people, using both voice and chat functionalities.

This digital world recreates the dedicated, real-life spaces and showrooms that CUPRA has around the world. And the exciting part is that we’ve located it “virtually” on the island that inspired our first exclusive model, the Formentor. Here, users are free to explore CUPRA models, discover our lifestyle collections and access an exciting range of brand content. It even has an auditorium to host live presentations!

Speaking about the immersive online space, CUPRA’s Director of Strategy, Business Development and Operations, Antonino Labate said: “CUPRA is a contemporary brand created in the 21st century, and as a digital native, it seeks to take advantage of technology; placing people and emotion at the very centre of its strategy. With our new models, we have the opportunity to address a wider audience in a unique way. In this sense, the CUPRA e-Garage in Cap Formentor is the beginning of our journey to create new digital experiences. The goal is to make this platform a meeting point for the CUPRA Tribe, so customers around the world can access it”.

Looking forward: CUPRA’s new digital initiatives

During an interactive press conference that took place on the virtual platform, brand executives previewed some of the exciting projects that form part of CUPRA’s digital strategy. The Head of Marketing, Ignasi Prieto, said that the brand is working on the development of a live concert broadcasting platform, where music lovers can interact with their favourite artists and enjoy exclusive content. In addition, another digital experience planned for the coming months includes the co-production of a television series focused on high-performance cars. This will be broadcast via an on-demand video platform.

Prieto also announced that the brand’s ambassadors, such as Marc ter Stegen, Mattias Ekström and Fernando Belasteguín, will be next in line to join CUPRA’s virtual world with their own avatars.

A look back at the CUPRA Master Convention

On the 28^th October, the CUPRA e-Garage in Cap Formentor hosted its first CUPRA Master Convention: more than 600 CUPRA Masters, from 35 different countries, gathered virtually to receive essential training and become specialist salespeople for the brand. As explained by Khaled Soussi, the Head of Dealer-Network Development and Customer Experience, we made use of technology and virtual environments to deliver an interactive learning experience. It was an opportunity for CUPRA Masters to learn about the brand’s strategy from the CUPRA Experts, they also got to test their knowledge in a knockout contest, all from the comfort of their own homes.

After the opening of CUPRA Europe’s first Garage in Hamburg, Germany, the brand continues to create an exclusive distribution network with flexible new formats that go beyond traditional dealerships. With almost 520 CUPRA Specialists expected worldwide by the end of the year, CUPRA will continue to expand its network as we move into 2021!