The conquest of the automobile market by Cupra It is already a reality. This ‘unicorn’ of the industry, which was born in 2018, is now on the crest of the wave and intends to enjoy the journey. Furthermore, it does so in a unique way and closely linked to thedisruptive and modern movements. It is not surprising, then, that his new Cupra City Garage opens in the heart of the Am Tacheles neighborhood of Berlin. A space with the same purpose asSeat House in Barcelonabut with the irreverent spirit of Cupra.
Both cities, Barcelona and Berlin stand out for being epicenters of social and cultural changes in Europe. They are also given a personality that fits perfectly with Cupra and its unstoppable momentum since its spin-off from Seat. A meteoric rise that does not make them forget their roots in the Catalan capitalbut it does inspire the world from spaces around the world.
As Wayne Griffiths, CEO of Cupra, explained during the inauguration of this location: “We want inspire the world from Barcelona, and our trip has taken us to destinations around the world such as Mexico, Australia and different cities in Europe. Now, the time has come to bring this experience to Berlin.” A logical decision considering that Germany is Cupra’s main fiefdombut far from the only one.
The brand has sold 150,000 cars so far in 2023and 60% more than during the same period of 2022. Since it was created, More than 400,000 models have been delivered with the Tribe logo on its front and the goal of 500,000 a year is getting closer and closer.
Cupra City Garages fulfill a key function: link the brand with the city and its daily pulse. These spaces host events and exhibitions, but they also serve to develop new talents and are always located in iconic places in the city where they are installed. Tachelesfor example, is ehe neighborhood of German visionaries, center for art, music and events and even has its own mantra: “Lass Tacheles reden”.
The legend of authenticity of this area fits perfectly with Cupra, which combines passion, emotion and performance in its cars. For this reason, they hope that it will become a center of inspiration from its beginnings. An ambitious challenge for which they have counted on the center of architects Herzog & de Meuronwhich has been inspired by the urban art and Berlin musicon its two floors (500 square meters).
Berlin joins the City Garage list that shows the globalization of the brand: Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney and now Berlin. The next opening will be in Paris.
