Over the years, Spanish car brand CUPRA has set itself apart in the automotive industry by taking the bolder, more radical route. As it now prepares to launch the all-new Raval, it’s evident that its disruptive approach is still present, informing everything from its design process to the community-led activations.
Boasting a four meter long interior, advanced tech systems and a game-changing all-electric drive, the Raval stands out as one of the brand’s most compact and agile cars. Along with its precise handling, the hatchback is made to perform seamlessly in the city as an efficient means of travel that manages to maintain the brand’s rebellious attitude with its sporty profile and signature Matrix LED lights.
For its world premier, CUPRA headed to Berlin earlier this month to host a unique outdoor concert. Unlike any automotive presentation before, the event doubled up as a secret gig with Kim Petras and other local artists lined up to play at the industrial KOMPLEX venue. A place that encapsulates the city’s forward-thinking culture, it provided a fitting stage for the showcase, echoing the unconventional DNA of the Raval.
Ahead of the event, CUPRA put up teaser posters around the Rudolfkeiz area, drawing in excitement from the surrounding creative community. As they began to arrive at the venue earlier in the day, headline artist Petras moved through the city in the Raval. Following sets by Austrian singer Eli Preiss and DJ Lovefoxy, she then positioned herself on the hood of the car for the show where she performed her latest hits as well as unreleased tracks.
The celebrations continued at CUPRA City Garage in the central Mitte district. The two-storey space – dedicated to connecting the brand with local culture – hosted a more intimate showcase of the car to Berlin’s automotive enthusiasts, industry professionals and cultural tastemakers who were invited to step into the driver’s seat.
In conjunction with the Berlin event, CUPRA also curated a series of surprise premieres in Barcelona, Madrid, Paris, Milan and Manchester. Taking place in local skateparks, central plazas and warehouses, the events were a testament to the brand’s unconventional blueprint and its ability to resonate with a younger automotive community with over 30,000 guests turning out to experience the Raval.
For those who missed out on the showcases, CUPRA reveals a new feature length film titled, The Soundtrack of Raval. As well as documenting the global performances, the film aims to capture the cultural significance of the car through highlighting its defining city-driven energy and rebellious attitude. Be sure to watch the film now on YouTube.
Take a look back at the Berlin launch event in the video above.
To find out more about the Raval, head to CUPRA’s website, with more details on its official release date soon to come.
