“There is no second”: Launching the CUPRA Terramar at the America’s Cup

As part of the largest product offensive in its history, CUPRA launched the CUPRA Terramar, a new electrified sporty SUV, during the 37th Louis Vuitton America’s Cup, Barcelona.

CUPRA embraced the motto "There is no second", connected to the competition since its first edition in 1851, for the CUPRA Terramar’s world premiere event, becoming a declaration of the brand’s DNA and symbolising its commitment to excellence, innovation, and uncompromising performance. This storytelling was brought to life in a cinematic masterpiece by Oscar-nominated director J.A. Bayona, one of CUPRA’s brand ambassadors, during the launch event. The objective was to give maximum visibility to the partnership with the America’s Cup, launch the CUPRA Terramar with global impact, strengthen CUPRA’s position, and maximise media visibility and reach expanding the narrative as an unconventional challenging brand beyond corporate and automotive. The World Premiere was structured around the integration of ‘terra’ (earth) and ‘mar’ (sea). Held in Barcelona’s IMAX cinema, by the city’s waterfront, it was a 360º immersive experience inspired by the ocean and the America’s Cup, including a 4D race simulator, attendance at the real regattas, and a unique afterparty. • The launch achieved significant global impact: - Attendance: 1,600 people from 40 countries - Media & content creators: 243 people from 23 countries - Comms Value: 11,400,000 - Engagement: 437,800 - Reach: 180,300,000 - Volume: 1,8k • This immersive experience brought together the worlds of performance, design, and innovation, highlighting CUPRA’s relentless ambition to lead, not follow, and redefine