Cupra has officially presented its new Raval model, which is its first 100% electric car produced in its factory in Martorell (Barcelona) and defined as the symbol of the beginning of a new era for the brand due to its combination of electrification with high performance. The company considers it a “gamechanger designed to stand outr” and, in this sense, has executed a promotional campaign with the intention of turning the launch into a cultural movement with music as the common thread.
The world premiere of the Cupra Raval has been aligned with the groundbreaking character of the car and has brought together the community of followers of the brand, which it calls “the Tribe”, in six urban concerts with international artists in different European cities and in which the new vehicle has been the protagonist at street level.
Thus, last Thursday, April 9, thousands of people gathered in simultaneous performances to welcome the new model. The music and voices of Nathy Peluso in Barcelona; Guitarricadelafuente in Madrid; Disiz in Paris; Kim Petras in Berlin; Mahmood in Milan; and Chase & Status and Lancey Foux in Manchester have accompanied the presentation of the car to consumers.
Under the concept “Follow the Cupra Raval”, the brand has used streets, squares and spaces as concert halls in a strategy that considers “pioneer in the automobile industry“, as stated in a statement. The intention has been to highlight the urban, rebellious and creative spirit of the car, as well as the global, daring and unusual style of the brand.
In addition to offering live performances, Cupra has turned the event into an entertainment experience by shrouding both the location and time of the concerts in mystery. However, during the days and hours prior to the meetings, the brand was revealing some clues on its social networks, calling users to places such as Plaça Catalunya in Barcelona, Puerta del Sol in Madrid, the Alcatraz Club in Milan or Projekts Skatepark in Manchester.
The artists’ performances took place on stages in emblematic locations, surrounded by fans, and even on the roof of the vehicle. They performed some of their best-known songs, and also six unreleased songs that, as Cupra points out in a statement, will be part of “The Soundtrack of Raval”, a musical presentation of the Raval model in film format that will be released on April 20.
The company assures that the bet is aligned with its groundbreaking character. “It’s not just a throw, it’s a whole movement. “We have taken CUPRA to the streets of all markets, to connect with each member of the Tribe in a way never seen before.”commented Sven Schuwirth, Commercial Vice President of Cupra, in a statement. “True to our DNA, the Raval comes to life through a collective of artists, each one different, but all sharing the same energy. That’s what defines it“.
Cupra City Garages events
In addition to the concerts, the presentation of the new car has also included different events in 12 European cities, which has amplified the impact of the launch. The brand has carried out activations in Munich, Vienna, Lisbon, Rotterdam, Copenhagen and Helsinki, in addition to those mentioned above, with forms and content adapted to each market, and in which the Cupra City Garages have played a fundamental role.
In Paris, for example, a limited edition of 500 units of the Cupra Raval was presented with an exclusive design in collaboration with the urban clothing brand AVNIER, as well as its own fashion capsule.
For its part, the events in Madrid and Barcelona featured a “Corner Ravalise” which, according to the brand, provided a live experience for the customization of caps, t-shirts, hoodies of the brand and other Cupra merchandising items with motifs inspired by the Raval model.
Furthermore, as part of the launch strategy, the Casa Seat space in Barcelona has temporarily adopted the name Casa Cupra Raval to cover the presentation.
The spaces in Spain opened the doors to users, influencers and content creators in more exclusive events than street concerts. Thus, Barcelona had the presence of brand ambassadors, such as the footballer Ter Stegen, the director JA Bayona, or the actor Daniel Brühl; while Madrid did it with the athlete Saúl Craviotto, or the designer Pablo Erroz.
In addition to the performances by Nathy Peluso and Guitarricadelafuente, the events featured DJs Club Grasa in Barcelona and Mygal in Madrid.
The brand assures that the presentation events have mobilized more than 30,000 people between events and concerts; a reach that has been multiplied thanks to publications made internationally on digital platforms and social networks.
“As a global brand, Cupra’s ambition knows no borders, and neither does our Tribe. That is why we have opted for a completely groundbreaking and decentralized approach to the launch of the most important model in our history.“Ignasi Prieto, Chief Brand Officer of the brand, explained in a statement.”The Cupra City Garages are our nerve centers, where we experience the brand from all angles, so there is no better place to bring the Raval to all the people who make the brand, no matter where they are.“
The CUPRA Raval will hit the market this summer, with a price of around 26,000 euros for the standard version.
