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 colors in its palette, it was confirmed by the leadership of the design department. According to the creative director Francesce Sangallithe brand will stick exclusively to gray, 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
Sangalli points out for the Autocar portal that the expansion of the offer to a more colorful range of colors 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 the Cupra, and neutral colors with special visual effects form the core of this philosophy.
According to the new guidelines, customers will no longer be able to order the Cupra in red or yellow in the future. Sangalli was very clear on this point, 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, considering that such aesthetics do not fit into their visual code.
Instead, the emphasis is on matte finishes and specific “oil” 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 gray, matte black and pearl gray and matte green colors – nothing “crazy” or “colorful”, then.