No automaker has ever had one of its models named ‘the official car of FC Barcelona’.
Until now, that is, as that title has been given for the first time to the Cupra Formentor SUV coupe. Those of you who are into cars and soccer know that the SEAT-owned brand also became FC Barcelona’s Official Automotive & Mobility Partner last year.
Now, the two brands are taking their relationship to another level by making the Cupra Formentor the first-ever model selected as the legendary soccer club’s official car. So does this mean FC Barcelona’s star players will be seen driving the Formentor to the stadium instead of their usual supercars and super luxury SUVs?
Not necessarily. As part of the partnership, the Cupra Formentor will be delivered to FC Barcelona for institutional uses. Mind you, those players who would like to enjoy the new model will have the option of customizing their own Cupra Formentor. One of the first players who expressed his desire to have a Formentor is goalkeeper Marc-Andre ter Stegen, who is also a Cupra global ambassador.
What Cupra is looking to achieve with this marketing stunt is to raise awareness of its new flagship model, for which pre-booking starts on July 8. SEAT’s brand has 20,000 expressions of interest by potential customers and is hoping to convert as many of those as possible into orders. To do so, Cupra is launching an online platform where car lovers will be able to pre-book an exclusive launch edition of the Formentor from their homes and be among the first ones to drive it.
“Naming the Cupra Formentor as FC Barcelona’s official car is a natural move. This model has been designed, developed and will be produced in Barcelona, the city where these two brands were born and from where we want to inspire the world,” explains Cupra CEO Wayne Griffiths. The executive added that the car’s global visibility will stand to gain from this partnership and will help Cupra become a desirable brand for car lovers.
Cupra and FC Barcelona will release an official spot on July 8 featuring the team’s first players, including Marc ter Stegen, at the wheel of the Formentor.