Racing, superpowered antiheroes, and a splash of unconventional flair—these elements collided in spectacular fashion at the Miami E-Prix as CUPRA KIRO brought Marvel Studios’ “Thunderbolts” to the track. With an eye-catching liveried car that screamed both adrenaline and storytelling, CUPRA not only etched its mark on Formula E but also teased an exhilarating crossover between pop culture and cutting-edge electric vehicles.
CUPRA’s collaboration with Marvel Studios was more than just a promotional gimmick; it was an alignment between two entities that defy convention. The Formula E race in Miami on April 11-12 wasn’t just another lap around the track—it became a stage where the world of antiheroes blended seamlessly with the world of motorsport. Just as Marvel’s “Thunderbolts” assembles a crew of misfit antiheroes like Yelena Belova, Bucky Barnes, and Red Guardian, CUPRA plays the role of a challenger in the automotive industry, rewriting the rules of electrification and performance.
The team didn’t just stop at aesthetics. Fans at the race were treated to interactive activations, such as a superhero look-alike cam and the chance to snag one of 5,000 limited-edition Marvel comics peppered with CUPRA KIRO and Formula E imagery. Social media hummed with dynamic, adrenaline-filled content that echoed the energy on the track, ensuring the collaboration reached far beyond Miami .
Yet CUPRA didn’t only engage spectators; it took a pivotal step in its journey toward global expansion. For the first time ever, American media got a taste of the CUPRA experience through an exclusive test drive event. Behind the wheel of models like the sleek Formentor and the sporty Terramar, journalists didn’t just drive—they felt the brand’s promise of electrified emotions and forward-thinking design. This marked the start of CUPRA’s push into the lucrative U.S. market, its sights set on making waves by the end of the decade .
As Marvel Studios prepares to release “Thunderbolts” in cinemas on May 2, 2025, the synergy between the film’s cast of rebellious antiheroes and CUPRA’s non-traditional ethos couldn’t be more perfect. With stars like Florence Pugh, Sebastian Stan, and David Harbour leading the charge, the narrative of redemption and defying the odds aligns tightly with CUPRA’s journey to carve out a niche for itself in both pop culture and the EV market .
Since its launch in 2018, CUPRA has embraced the unconventional, from designing groundbreaking vehicles like the all-electric Tavascan to becoming one of Europe’s fastest-growing car brands. Its partnership with Marvel Studios marks a new milestone for a brand constantly in search of fresh challenges and a deeper connection with its Tribe—composed of global ambassadors ranging from Olympic champions to renowned artists .
In a world where storytelling drives consumer experiences as much as innovation does, CUPRA’s Miami E-Prix debut wasn’t just a race; it was a bold declaration. Whether through high-speed laps at the Homestead-Miami Speedway, the emotive inspiration of cinematic antiheroes, or the thrill of testing iconic electric cars, CUPRA proved that it is more than an auto manufacturer—it is a movement steeped in character, ambition, and pure electric exhilaration.
