CUPRA Reveals the Genesis of the Born and Tavascan in Bold New Commercial

CUPRA has released a new TV advert, tracing the origin story behind the CUPRA Born and Tavascan, a new generation of electric vehicles, fully evolved and ready to take on the road.

Change, the commercial reminds us, begins with an idea. An impulse. An obsession to move the world forward. But ideas alone do not drive themselves,  every meaningful shift requires someone willing to make it happen: a driver, ready to translate ambition into motion.

Both the CUPRA Born and CUPRA Tavascan stand as all-electric, high-performance vehicles from CUPRA, the sporty Spanish spinoff brand born from the Volkswagen Group’s engineering pedigree.

The CUPRA Born is built upon the Volkswagen Group’s MEB platform, sharing close mechanical kinship with the Volkswagen ID.3, and spans a range of configurations, from standard setups up to the formidably powerful VZ variant, delivering 326 horsepower (240 kW). The vehicle offers a WLTP driving range of up to roughly 599 km, depending on battery size, including the substantial 77 kWh pack option.

Meanwhile, the CUPRA Tavascan asserts itself as the brand’s all-electric performance SUV coupé, distinguished by an aggressive, sporty design featuring an illuminated front badge and helmet-inspired A-pillars, a visual language as bold as its performance credentials. Available in dual-motor or rear-wheel-drive configurations, the Tavascan reaches up to 340 horsepower (250 kW) in its range-topping VZ trim, offering drivers a genuinely exhilarating expression of CUPRA’s electric ambitions.

“No drivers. No drivers, no roads, no thrill. No thrill, no spark, no movement. No movement, no idols. No idols, no believers, no us. No drivers, no change. No CUPRA,” the voiceover is heard saying in the 30-second spot.

The song featured in the advert is “Un Nouveau Soleil” by M83, released on November 18, 2013 by Naive as a part of the album Les rencontres d’après minuit / You and the night (Original Motion Picture Soundtrack).