Cupra, the sportier arm of Spanish car manufacturer Seat (part of the VW Group), is bound to take over all car activities in the future. To prepare for this, it tries to be innovative with so-called city garages in major cities worldwide. From now on, Brussels will also have its Cupra Garage.

With the opening of this new hub in Brussels, VW Group importer D’ieteren is one of the pioneers in what is called ‘shoppertainment’. “Today, all new customers, and certainly those interested in Cupra, are looking for a maximum experience in all sales channels, says David Favest, the new Belgian Cupra Director.

A matter of trust

“Cupra is answering these expectations in its own unconventional way. We offer a unique portfolio, test drives, food, drinks, and an interactive exhibition,” Favest continues. “The younger consumer wants to trust a brand before buying something. These clients are already well-informed and when they come to a physical store, they expect more, they want ‘shoppertainment’. That’s what we want to offer them.”

‘Inspire and connect’

The Cupra Garage, like the brand in itself, wants to “inspire and connect”. “The possibilities are endless,” says Favest. The Cupra Grage in the City is located in Ixelles, where D’ieteren still has its headquarters and has an entire floor dedicated to an “immersive odyssey’ called Atlantis. Interactive rooms, virtual reality, Instagram rooms, and 3D avatars take the visitor into the world of the immerged city of Atlantis.

This weekend, the opening of the Cupra Garage was celebrated with the presence of the new Cupra Tavascan, the first fully electric SUV of Cupra. The car premiered in May in Berlin and will be available on the market in the spring of 2024.