CUPRA Draws on Volcanoes and Slogans for Inspiration

CUPRA has christened its latest concept Tindaya, after the volcanic mountain on Fuerteventura whose copper-toned rock formations neatly echo the brand’s mandatory design language of burnished aggression. The car itself, set to debut at the IAA Mobility show in Munich on September 8, is billed as both a glimpse of future styling and, in the words of the marketing copy, “the ultimate expression of emotion.”

The message is simple but already weary: “No Drivers, No CUPRA.” The concept is supposed to be “radical and simple” all at once, a familiar pairing of buzzwords usually wheeled out when no genuine technical or design breakthrough is ready for prime time. The press release promises “a perfect symbiosis between human and machine,” yet offers no practical detail on whether Tindaya sits on an electric platform, carries new technology, or is merely the latest clay-and-carbon sculpture destined for auto-show pedestals.

For now, Tindaya looks likely to remain in the realm of slogans and glass cases, while CUPRA’s real-world models must compete in the market with arguments far more prosaic than “volcanic character.”