In a thrilling nod to its racing roots and design-driven ethos, CUPRA KIRO has officially unveiled its striking new livery for the ongoing 2024/25 Formula E season. The reveal took place at the iconic Autódromo Hermanos Rodriguez circuit in Mexico City, ahead of the second race of the season, the highly anticipated Mexico City E-Prix. The livery reflects the team’s electric aspirations, blending technological sophistication with unmistakable visual flair.
Dominated by CUPRA’s signature copper hue—chosen as a tribute to copper’s unrivaled electrical conductivity—this year’s design captures the excitement of electrification alongside the competitive hunger of Formula E. The copper is paired with KIRO’s official color palette, creating a bold aesthetic that ensures the cars will stand out on the racetrack. “Design is part of everything we do,” remarked Xavi Serra, Global Head of Racing at CUPRA. “It represents our winning attitude and a commitment to stand out as we chase the top positions on the track” .
The launch event featured the CUPRA KIRO team’s dynamic driver duo, Dan Ticktum and David Beckmann, along with prominent figures such as Serra himself and Alex Hui, the Team Manager of CUPRA KIRO. In a setting brimming with anticipation, the presentation took place in front of the team’s garages, underscoring the fusion of high performance, design, and purpose that defines CUPRA’s challenger spirit.
CUPRA’s participation in Formula E is deeply tied to its brand ideology. Since its inception in 2018, CUPRA has aligned itself with electrification and performance, making Formula E a natural extension of its mission. Powered by Porsche Motorsport technology, specifically the cutting-edge 99X Electric WCG3—a package boasting the résumé of a two-time world champion—CUPRA combines technical expertise with its boundary-pushing aesthetic.
The excitement surrounding CUPRA KIRO extends beyond race results. Fresh off a “promising start” in Brazil, where the team clinched its first championship points, the livery launch sets the tone for a globe-spanning season. Races will take the team from Miami to Berlin, Monaco, and London—showcasing not just the cars but also CUPRA’s forward-thinking strategy and growing global footprint.
CUPRA doesn’t merely compete; it inspires. Known for breaking conventional molds, the brand is Europe’s fastest-growing automotive player, delivering over 230,000 vehicles in 2023 alone. From the plug-in hybrid CUPRA Leon to the all-electric CUPRA Born and the ever-popular CUPRA Formentor, the brand embodies its mantra: electrification and sportiness are perfect partners.
As a proud partner of Formula E, CUPRA also unites a diverse tribe of global ambassadors, from Ballon d’Or winner Alexia Putellas and Olympic stars Saul Craviotto and Adam Peaty, to Formula E veteran driver Lucas Di Grassi. This community cements CUPRA’s role not just as a car manufacturer, but as a movement that continually dares to be daring.
With its slick new livery and an arsenal of both talent and technology, CUPRA KIRO isn’t just racing in Formula E—it’s defining how the world views electric racing.
