Cecilia Taieb, Head of Global Communications at CUPRA, was one of the headline speakers at the latest edition of FOA Barcelona, the communications and marketing trends event organized by MarketingDirecto.com (MKD). She was interviewed on stage by Carme Miró, CEO and founder of APPLE TREE, to explore how CUPRA has positioned itself as one of the world’s fastest-growing brands.
During the conversation, Cecilia emphasized that “the brand has been successful so far because people make the brand. We are all authentic, we are all different. That’s why the CUPRA tribe keeps growing and gaining followers.”
CUPRA is very clear about the target audience, tailoring all its communications to connect with this consumer ,especially younger generations, “whether they drive or not,” said the brand manager at the event. “We always say that we want to attract a tribe that doesn’t want to drive what their grandparents or their parents used to drive. They don’t want a car for status, but because they love the design, what it represents, and because it’s different.”, she added.
In just over seven years, the Volkswagen group’s ensign has managed to break with the conventions of the category, creating its own universe linked to sports, music and the intersection of the physical and virtual worlds.
Cecilia highlighted how differentiation has been key to shaping CUPRA’s unique, rebellious character: “Rebelliousness is what has driven us, from the beginning seven years ago to today, to keep breaking the status quo.”
Record growth for CUPRA in 2025
This year, CUPRA closed the best first quarter in its history, helping drive SEAT S.A. to achieve its second-best Q1 deliveries ever. Between January and March 2025, CUPRA sold 78,300 cars,a 38.3% increase over the same period last year (56,600).
In March alone, a new record was set with the highest-ever CUPRA sales figure for a single month, with 34,900 units delivered, bringing the brand closer to 1 million cars on the road.
However, there are many challenges facing the electric car until the objectives set by the different administrations are achieved. In this sense, Cecilia explained the objectives of the automotive industry to ensure that the electric car continues to increase in adoption. Despite this success, the electric car industry still faces major hurdles in meeting the targets set by governments and regulators. For Cecilia, one essential step is consumer education: “Education is a clearly necessary factor. Consumers need clear, complete information about the benefits and limitations of EVs, as well as the purchasing and usage process. That includes total cost of ownership, performance, charging infrastructure, and financing options.”
FOA Barcelona: The value of experience
Once again, FOA Barcelona turned the city into the epicenter of marketing, with a new edition of MarketingDirecto.com’s flagship event under the slogan “FOA EXPERIENCE.”The conference brought together 40+ speakers, all highlighting the power of experiential marketing as a key tool for winning consumers in an era dominated by social media, personalized content, and the rise of AI in advertising.
