Martorell, 14 April 2025 – The Miami E-Prix, held on 11-12 April at the legendary Homestead-Miami Speedway, saw an exciting fusion of electrifying motorsport and superhero power when the CUPRA KIRO Formula E team hit the track with a one-of-a-kind livery inspired by Marvel Studios’ Thunderbolts—the highly anticipated film set for release on 2 May. This collaboration not only provided a striking visual presence but also brought fans closer to the action through exclusive activations and special content, marking a defining moment in CUPRA’s U.S. journey.
A Bold Partnership to Defy the Ordinary
At CUPRA, breaking away from convention is more than just a philosophy—it’s a way of life. This spirit was fully embodied by the team’s participation in the Miami E-Prix, where they showcased their bold new Thunderbolts-inspired livery. The race weekend was the perfect stage for CUPRA to align itself with Marvel Studios’ Thunderbolts—a group of antiheroes who challenge traditional notions of heroism, much like CUPRA itself dares to push the boundaries of automotive performance and design.
“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,” Prieto continued.
Merging Racing with Storytelling
The striking livery of the CUPRA KIRO cars wasn’t the only spectacle. Ahead of the Thunderbolts movie release, fans were treated to a series of thrilling activations throughout the race weekend. A unique “look-alike cam” roamed the crowd in search of fans who most closely resembled Marvel’s iconic superheroes, capturing the excitement and energy of the event. For those attending the race, CUPRA also offered an exclusive limited-edition comic book, blending Formula E with Thunderbolts branding, limited to just 5,000 copies.
CUPRA’s collaboration extended beyond the race track with dynamic social media content that fused the worlds of high-speed motorsport and superhero fandom. This innovative blend of adrenaline-fueled racing and storytelling captured the attention of fans both in the stands and online, offering a compelling glimpse into the future of brand partnerships.
CUPRA’s Bold U.S. Debut: A First-Ever Test Drive
In another milestone for CUPRA, the brand took the opportunity at the Miami E-Prix to offer its first-ever test drive in the USA. As part of its ongoing strategy to introduce its vehicles to the U.S. market by the end of the decade, CUPRA invited selected media to experience the brand firsthand. After an exclusive presentation of CUPRA’s vision, attendees had the opportunity to test-drive some of the brand’s most iconic models, including the CUPRA Formentor and the newly launched CUPRA Terramar.
This exclusive test drive gave media a taste of what’s to come from CUPRA in the U.S., allowing them to experience the dynamic performance, cutting-edge design, and thrilling driving experience that defines the brand. It also marked a pivotal moment in CUPRA’s expansion plans, as the company continues to push forward with its ambitious strategy to make its mark on the American automotive landscape.
A Bright Future Ahead
With the collaboration between CUPRA and Marvel Studios’ Thunderbolts, the Miami E-Prix wasn’t just a race—it was a celebration of innovation, passion, and the future of motorsport. As CUPRA KIRO prepares for the next chapter of its Formula E journey, the brand continues to prove that it is not afraid to embrace the unconventional, creating an electrifying connection with its fans and paving the way for exciting future developments in the U.S. market.
As the race weekend came to a close, it was clear that CUPRA’s partnership with Marvel Studios had created something truly special, and with a cinematic world of antiheroes to fuel their passion, CUPRA KIRO is set to take on whatever challenges lie ahead in the electrifying world of Formula E.
