- CUPRA City Garages are a new concept of space where you can buy cars and enjoy a unique, immersive brand experience
- CUPRA now has six CUPRA City Garages, representing its commitment to creating unique, emotional experiences in some of the world’s leading cities
- A new CUPRA City Garage is opening this week in Sydney to strengthen its global network and expansion in the Asia-Pacific region
Since starting operations four years ago, CUPRA has stood out for its unconventional way of doing things, and for creating more than just a brand of cars. What began as a dream is now a reality with venues in Mexico City, Hamburg, Munich, Milan, Lisbon and Rotterdam. These cities are home to the first six CUPRA City Garages, a new point of sale concept where, in addition to showcasing the brand’s products and lifestyle, the CUPRA tribe has a meeting place where they can enjoy unique experiences.
The same spirit 9,500 km away. The first CUPRA City Garage was inaugurated in November 2019 in Colonia Roma, one of the most exclusive areas of Mexico City, thousands of kilometres away from the brand’s headquarters in Barcelona. This location was chosen as the starting point of the brand’s global expansion because of the CUPRA Leon’s enormous popularity in this market, where it achieved the highest sales mix worldwide “There are many people in Mexico who are passionate about CUPRA and the values it conveys, making the country a hub for the brand in the region. The opening of the first City Garage in Mexico City is a further sign of our aim to establish CUPRA as a global brand” says Antonino Labate, Global CUPRA Director of Strategy, Business Development and Operations.
European expansion. The next step in its international expansion came with the first CUPRA City Garage in Europe, which opened in Hamburg in September 2020. Germany is the brand’s key market and so, just one year later, another centre was opened in the heart of Munich, coinciding with the IAA Motor Show. It’s a unique space where CUPRA’s design elements merge with the building’s architectural elements and original materials, thus respecting its history. “We want all CUPRA City Garages to integrate elements of the city and its culture, not only through the design of the city-inspired space, but by becoming an important hub for global and local music, food and lifestyle events” according to Labate.
The city of design, “the place to be”. As a brand firmly rooted in design, CUPRA also opened a facility in Milan, known as the capital of sophistication and fashion. Like in other CUPRA City Garages, the one in Milan is a modular space that, in addition to being a commercial outlet in the heart of the city, serves as a meeting point in which to enjoy a unique, immersive brand experience.
In the heart of Portugal. The inauguration of Portugal’s CUPRA City Garage coincided with a very special moment for the brand, the celebration of its 4th anniversary. Located in Lisbon, in one of the City of Seven Hills’ most historic and lively areas, the centre reinforces CUPRA’s strategy of creating an unconventional brand that goes beyond the automotive industry, offering a leisure space as well as a retail outlet in an iconic area of the city.
The latest to open... but there will be more. On 24 May, the CUPRA City Garage opened its doors in Rotterdam (the Netherlands), a city that has a lot in common with the culture and creativity of Barcelona, where the brand was born. Australia is the next strategic step in CUPRA’s expansion in the Asia-Pacific region, with a new opening scheduled on Wednesday in Sydney. “Australia is a significant step towards the globalisation of our brand” says CUPRA CEO Wayne Griffiths.
CUPRA HQ Communications
Elisabet Anglada
Head of Content Activation
M/ +34 689 282 093
elisabet.anglada@seat.es
Rocío Soria
Content Generation
M/ +34 689 28 14 32
rocio.soria@seat.es
Gemma Solà
TV and Media Activations
M/ +34 639 944 087
gemma.sola@seat.es
