As a newly independent brand, CUPRA set out to position itself as a progressive, unconventional challenger in electrified driving. To build awareness, we focused on creating a tribe of individuals who embody the brand through their uniqueness, forward-thinking mindset, and refined style.

This tribe brought together a recurring network of musicians, designers, artists, and athletes, led by ambassadors Jarreau Vandal and Remy Bonjasky. Through a mix of organic content and real-life activations, we built strong brand affinity and embedded CUPRA authentically within a culturally driven community of enthusiasts.