Milton Keynes, 8 September 2025 – At IAA Mobility 2025, CUPRA unveiled the Tindaya Showcar, a concept that fuses radical design, progressive digitalisation, and the brand’s unshakable belief in the human connection at the wheel.
Named after a volcanic mountain on the Canary Island of Fuerteventura, the CUPRA Tindaya embodies a raw, elemental character. Its copper-toned aesthetic draws from the rock and earth of its namesake, connecting nature’s force with CUPRA’s evolving design philosophy. For the brand, it represents more than just a vision. As Interim CEO Markus Haupt declared: “The CUPRA Tindaya Showcar is not a dream, not even an ambition. This is our CUPRA statement, and it’s going to be a reality. While many move away from the driver, we double down on what matters most – the connection behind the wheel. Our focus will always be on the emotion of driving.”
Design Born of Rebellion
From the first illuminated pulse of the CUPRA logo, the Tindaya comes alive. Light becomes the car’s breath, radiating from the central emblem across the front mask, flowing into triangular signatures that resemble awakening eyes. This phygital interplay – digital elements realised in physical form – defines a showcar that embodies both technological sophistication and raw emotion.
The exterior language is sculpted and assertive. A pronounced shark-nose front, flanked by aerodynamic keels, underlines its performance-driven character. At 4.72 metres long and set on 23-inch wheels, its proportions exude strength: a 1/3 cabin to 2/3 body ratio and high ground clearance reinforce its muscular stance. A fastback silhouette blends with compact cabin dimensions to create an athletic profile, while a sharp wedge line compresses and releases the surfaces, echoing the tension of the human body beneath skin.
The roof spine – an architectural feature that recalls a skeleton’s backbone – adds to the sense of raw authenticity, while detachable roof panels provide versatility. At the rear, a double spoiler, floating triangular light signatures and a bold diffuser combine to reinforce the impression of speed, even at rest.
No Drivers, No CUPRA
Inside, the Tindaya is unapologetically driver-focused. CUPRA’s mantra, “No Drivers, No CUPRA,” is embodied in every surface and detail. The cockpit is designed around the Driver Axis: a layered dashboard structure framing a 24-inch freeform display, a yoke-style steering wheel with satellite controls, and a central console acting as the spine of the architecture.
Central to this interior philosophy is The Jewel – a prism-like sensory interface. This element awakens the car, controls driving modes, and orchestrates a symphony of light, sound, and tactile responses. Partnered with Sennheiser Mobility, the sound experience turns the cabin into a resonant chamber for emotion, precision and immersion.
Materials reinforce the harmony between technology and nature. Bio-attributed leather, bronze microfibre, 3D-printed aluminium, and flax fibre from Bcomp form a sustainable yet high-performance environment. Transparent elements glow with subtle copper illumination, while parametric structures resemble living organisms, transforming the cabin into a space that feels responsive and alive.
Digital Emotion
CUPRA’s phygital design extends to its digital interfaces. The CUPRA Monitor+ pairs with the central display, stretching information across the windshield and side surfaces, adapting to driver needs in real time. Three selectable modes define the Tindaya’s digital personality:
- Immersive Experience – minimal distraction, pure connection between driver and car.
- Rider Experience – an adrenaline-charged layout with dynamic performance feedback.
- Tribe Experience – connected mobility, AI-powered recommendations, and direct access to the CUPRA Tribe.
These modes ensure that driving is not only about performance but also about community, engagement, and belonging.
A New Era of CUPRA
The CUPRA Tindaya Showcar is not merely a statement of design – it is the manifestation of CUPRA’s core DNA. Muscular, emotional, and defiantly human, it redefines how electrified cars can remain anchored in the thrill of driving.
As Tindaya mountain rises starkly from the Atlantic landscape, so too does the CUPRA Tindaya rise as a symbol: bold, uncompromising, and ready to ignite a new era for the brand.
