Cupra goes straight ahead with its color strategy. The Spanish car manufacturer will never deviate from its palette of gray tones: this was announced by the creative director Francesca Sangalli, making it a matter of exclusivity. “Expanding the range with more vibrant shades risks distorting the brand, because you would end up following the crowd“, she explained to Autocar.
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Cupra “rejects” bright colors
The new Raval is an example in this sense: the car is indeed available in white, black, copper, matte gray, matte black, pearl gray, and matte green colors. “We made a strategic decision to make design the pillar of Cupra. And we said that Cupra is essential – added Sangalli –Our brand is based on neutral colors with a touch of originality, and that is why we give much more importance to matte finishes and the oily treatment of the color.”
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Appropriate strategy
In short, bright colors are not for the Spanish brand. “You choose one of our cars if you appreciate the brand and you choose the color range that suits the brand, not the other way around. You will never find a red Cupra – concluded the creative director of the Spanish brand – There isn’t even a yellow Cupra, this we leave to Ferrari or other brands with strong colors because it is linked to their brand identity. But for us, it is not appropriate.”
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