• The CUPRA KIRO team competed with a one-of-a-kind livery inspired by Marvel Studios' 'Thunderbolts*'
• The collaboration also included special activations for fans during the race weekend and exclusive content on social media
• CUPRA offered its first-ever test drive in the USA for selected media ahead of its arrival in the market by the end of the decade
CUPRA KIRO joined forces with Marvel Studios' 'Thunderbolts*', in cinemas May 2, to empower the team at the Miami E-Prix on 11-12 April. The team competed with a one-of-a-kind livery inspired by the upcoming film, accompanied by special activations during the race weekend. CUPRA also offered the first-ever test drive in the USA, ahead of its arrival in the market by the end of the decade.
'At CUPRA, we always seek the unconventional, and Formula E is no exception. For the Miami E-Prix, we were proud to bring Marvel Studios' 'Thunderbolts*' to the track', said Ignasi Prieto, Chief Brand Officer of CUPRA. 'Just as CUPRA dares to break away from the ordinary, the Thunderbolts* are a team of antiheroes who defy traditional heroism. This collaboration empowered our CUPRA KIRO team for the race and brought our brand closer to U.S. challengers aiming to discover new driving emotions', he added.
Merging the adrenaline of racing with the power of storytelling
The CUPRA KIRO Formula-E cars hit the track in Miami on 11-12 of April with a one-of-a-kind livery, inspired by 'Thunderbolts*'. Ahead of the movie's theatrical release on May 2, CUPRA KIRO cars made an impression at the legendary Homestead-Miami Speedway for the 5th Round of the ABB FIA Formula E World Championship.
Fans attending the Miami E-Prix enjoyed exclusive activations as part of CUPRA's collaboration with Marvel Studios' 'Thunderbolts*'. A look-alike cam searched the crowd to find those who most closely resemble Marvel's Super Heroes during the pre-race.
Marvel also created a limited-edition comic featuring Formula E and CUPRA KIRO branding, limited to a print run of 5,000 copies, available during the race weekend. Finally, CUPRA KIRO blended both worlds through dynamic social media content.
First-ever CUPRA test drive in the USA
At the first race of CUPRA KIRO in the USA, the brand invited selected media to discover the CUPRA universe ahead of its arrival in the market by the end of the decade. After an exclusive brand presentation, those selected media also had the opportunity to test-drive CUPRA models for the very first time in the USA and feel the emotion of driving the brand's icon, the CUPRA Formentor, and its latest launch, the CUPRA Terramar.
Photo credit: CUPRA posted on conceptcarz.com
