Introduction

Mr. Buk, the IAA MOBILITY is considered a showcase for the future of mobility. What is your personal message to visitors this year?

One more time, the IAA MOBILITY 2025 demonstrated how rapidly our industry is evolving – and this is exactly where CUPRA wants to set new standards. My message to visitors is clear: mobility should not only be functional, it must also spark emotions. CUPRA stands for unconventional design, electrifying performance, and a strong attitude. At the IAA MOBILITY, we showed how we translate these values into the future – for example with the CUPRA Tindaya Showcar. Our vision of the future is bold, progressive, and always with the ambition to inspire people for a new kind of mobility.

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‍Urban mobility

What solutions do you see for reducing urban mobility congestion, and what are your visions for the future?

Congestion in our cities can only be solved with smarter, more human-centred mobility. For me, the future is about creating cleaner, more flexible, and more individual ways of moving – where technology connects seamlessly, but emotions still drive the experience. CUPRA wants to inspire people with cars that are bold, electrified, and designed for an urban lifestyle that combines freedom, responsibility, and excitement.

Cities are facing the challenges of traffic jams, emissions, and space shortages. What role do new vehicle concepts, car sharing, and on-demand services play in this?

New mobility concepts like car sharing and on-demand services can help cities use space more intelligently and reduce traffic pressure. But the vehicles themselves also need to change: they must be compact, efficient, and fully electric. With the CUPRA Raval, we’re showing exactly this approach – a bold, urban car that is locally emission-free and space-saving, while still delivering the design, performance, and spirit that make CUPRA unique. It proves that sustainable urban mobility can also be exciting.

‍How do you intend to inspire different target groups: from young, digitally savvy users to traditional drivers?

Inspiration comes from creating experiences that speak to both heart and mind. For the young, digitally savvy generation, CUPRA offers connected, electrified cars that fit naturally into their lifestyle. For more traditional drivers, we combine these innovations with the performance, quality and driving pleasure they expect. Our aim is to unite different worlds: to show that CUPRA can be both a digital native and a true driver’s brand.

Sustainable mobility

Sustainability is more than just electric mobility. What measures are you pursuing in the value chain to make vehicles more resource-efficient?

Sustainability goes far beyond electrification – it means rethinking the full value chain. At CUPRA, we focus strongly on innovative materials: from recycled polymers and natural fabrics to bio-based interior paints. They not only reduce our environmental footprint but also allow us to design interiors that are progressive and unmistakably CUPRA. At the same time, SEAT S.A. is driving the electrification of our facilities and optimizing production processes, achieving a 75 percent reduction in emissions since 2010. This shows that sustainability is embedded in everything we do – from the materials in our cars to the way we build them.

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Circular economy and recycling: How important is it for you to use materials multiple times in a product's life cycle?

Circularity is essential for us. By reusing materials like recycled polymers or SEAQUAL® YARN made from marine plastic, we reduce waste and emissions while creating progressive interiors. For CUPRA, recycling is not a compromise but a way to design bold, sustainable cars that inspire.

Many customers ask, “What are the practical benefits of sustainability for me?” How do you explain the added value to them without being preachy?

For us, sustainability is not about restrictions – it’s about creating something more desirable. Recycled and bio-based materials can deliver premium looks and unique textures, while electrified powertrains mean instant performance and lower running costs. The added value for customers is clear: they get a car that feels progressive, exciting and responsible at the same time. Sustainability at CUPRA is not a sacrifice, it’s an upgrade.

Design and lifestyle

How do you combine functionality with emotional design?

Functionality and emotional design can amplify each other. The CUPRA Tindaya Showcar is our best example: it combines a driver-focused cockpit and intelligent digital features with a bold, sculptural design language that excites the senses. Sustainable materials, smart interfaces and intuitive usability meet progressive aesthetics. With the CUPRA Tindaya Showcar, we show how everyday functionality can feel emotional, and how emotional design can remain practical.

Which trends in interior design will shape mobility over the next five years?

Interiors in the coming years will become more intuitive, sustainable, and emotionally engaging. Digital experiences and smart materials will play an increasingly important role, with innovations like 3D knitting technology adding new textures and possibilities while reducing production waste. At CUPRA, however, we never lose focus on the driver, designing every interior to meet their needs and enhance the driving experience.

How do you manage to make sustainable mobility look desirable rather than like a sacrifice?

We believe sustainable mobility should feel like a reward, not a sacrifice. At CUPRA, we use progressive design, bold colours and innovative materials to create cars that people truly desire. Models like the CUPRA Raval show that being fully electric and sustainable can go hand in hand with striking design and an emotional driving experience.

Connected car

The car is becoming a digital device on wheels. Where do we currently stand in terms of connectivity?

The car is becoming a connected device that links seamlessly with people’s digital lives. Today, CUPRA models already offer advanced connectivity, from intuitive infotainment systems to over-the-air updates that keep the car always up to date. With the CUPRA Tindaya Showcar, we also give a glimpse of what’s next: a cockpit where digital interaction is more immersive, more intuitive and more emotional. Connectivity for us is about creating a deeper bond between the driver and the car.

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Data, data protection, and trust: How do you address customer concerns?

We follow strict European standards to ensure information is secure and always under the control of the user. At the same time, we design digital services to be intuitive and beneficial, so customers feel both safe and inspired when they connect with their car.

What roles do digital services, updates, and upgrades play in customer experience, and in your aftersales business model?

Digital services are transforming the customer relationship far beyond the initial purchase. Over-the-air updates and upgrades keep every CUPRA fresh, customizable, and always aligned with the driver’s needs. For customers, this means more freedom, more personalization, and more value over time. For us, it also reshapes the after-sales business model – moving from one-time transactions to an ongoing, dynamic experience that continues to inspire throughout the car’s life cycle.

Outlook

Looking ahead to the next ten years, what will be the biggest change that customers will notice in their everyday lives?

It’s difficult to predict exactly what mobility will look like in ten years - the pace of change is simply too fast. But what customers will certainly notice is that cars will become more sustainable, more connected, and more seamlessly integrated into everyday life. The real transformation will be that mobility feels less like a necessity and more like an inspiring, personalized experience.

And finally, what personal mobility ritual will you never give up, no matter how digital and sustainable the future becomes?

No matter how digital and autonomous the future of mobility becomes, I will never give up the pure joy of driving. For me, taking a car out on an open road, feeling the response in every curve and the connection between man and machine - that’s an experience I don’t want to miss. Driving should always remain authentic, emotional, and performance-driven. That’s the passion that brought me into this industry, and it’s the spirit CUPRA will always embody.

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