Cupra Says Its Done With Bright Coloured Vehicles

The Spanish car brand Cupra, separated from Seat within the Volkswagen Group a few years ago, has made a strategic decision to permanently abandon bright colours in its palette, as confirmed by the management of the design department.

According to creative director Francesca Sangali, the brand will stick exclusively to grey, black and specific muted tones in the future. The goal of the decision is to avoid market conformity and preserve what the company calls a “raw” and recognizable identity.

Without red and yellow

Sangali points out for the Autocar portal that the expansion of the offer to a more colourful range of colours could threaten the recognition of the brand because it would drown the Cupra in the mass offer practiced by most other manufacturers. The company’s strategy is based on the belief that design must be the key pillar of Cupra, and neutral colours with special visual effects form the core of that philosophy.

According to the new guidelines, customers will no longer be able to order the Cupra in red or yellow. Sangali was very clear on the matter, stating that such extremely bright shades are characteristic of other brands with a long tradition, such as Ferrari. Cupra does not want to compete in that segment, as that aesthetic does not fit its visual code.

Instead, the emphasis is on matte finishes and specific “oily” coatings that emphasize the texture and shapes of the vehicle. An example of such an approach is the new Raval model, which will be available in white, black, copper, matte grey, matte black, pearl grey and matte green colours – nothing “crazy” or “colourful”, then.

• Also See: Cupra Will Reevaluate Entering The US Market