Under Jorge Díez, SEAT and Cupra are forging new, distinctive identities, encapsulating the art and emotions of driving for a new generation
There have also been three key concept cars in the Cupra journey to date, the Tavascan electric SUV, the Terramar, a larger, plug-in hybrid SUV, and the Cupra UrbanRebel, a compact electric city car. The last is due in 2025, and the first two in 2024.One of Díez’s tasks has been to consolidate Cupra’s image. ‘We try to give each car its own personality,’ he says. ‘We would lose a bit of the effect if they all looked the same. Instead, they’re like brothers and sisters.
Ultimately, Díez’s role is to sift, sort and identify the differing demands of future customers across three brands, SEAT, Cupra, and SEAT’s burgeoning electric personal mobility brand. ‘We’re looking at the desires and influences of people who are now teenagers,’ he says, pointing out quirks of future consumers – they’re very good with their hands, but not so agile with their feet. Design is a way into these different approaches.
Belgique Dernières Nouvelles, Belgique Actualités
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