Maps of previous would typically point out unexplored lands with the label, “right here be dragons”, warning travellers of mysterious, doubtlessly harmful areas. For Cupra, that’s extra of an invite than a deterrent. The self-proclaimed insurgent model is tapping into this spirit of journey and self-determination with its newest idea, the all-electric sports activities automotive, DarkRebel.

“Whereas some individuals are afraid of the unknown and depart the unexplored, unexplored, that’s not how we do issues at Cupra,” Chief Govt Wayne Griffiths informed media at a current press occasion at IAA Mobility. “We consider in discovering what’s hidden at the hours of darkness.” Teased as a digital picture in April 2023, fleshed out within the following months with on-line suggestions from the Cupra Tribe (the fanbase), this imaginative and prescient took bodily kind at IAA. The occasion advertising and marketing materials performed closely on the ‘right here be dragons’ and exploration theme.