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CUPRA KIRO: A New Era in Formula E
Kiro Race Co, the latest entrant in the FIA Formula E World Championship, proudly announces an exciting multi-year collaboration with CUPRA, now recognized as the team’s official Co-Title Partner. The American racing team has been rebranded to CUPRA KIRO and is ready to launch into its inaugural Formula E season at the São Paulo E-Prix on December 7. With powertrain technology provided by Porsche Motorsport—boasting two world championships—the team will be driven by talented racers Dan Ticktum and David Beckmann.
CUPRA: The Automotive Pioneer from Barcelona
Emerging as a bold challenger within the automotive industry since its inception in 2018, CUPRA became Volkswagen Group’s first new brand. With over 750,000 units sold‌ around the globe, it has quickly established itself as a player in motorsport by developing groundbreaking vehicles such as the e-Racer—the world’s first fully electric touring car—and making strides in Extreme E and FIA ETCR competitions.
The partnership between Kiro and CUPRA reflects both brands’ shared dedication to performance and electrification innovation. As part of this collaboration, CUPRA will deepen its involvement with Formula E—a rapidly expanding segment of motor racing that holds distinction for being carbon-neutral from its inception.
Upcoming Season Highlights
This 2024/25 season promises remarkable developments for Formula E as it expands into new territories including Monaco, Tokyo, Shanghai, Berlin, and London, along with newly introduced races set for Jeddah and Miami.
At their debut event at São Paulo’s racetrack, CUPRA KIRO will don a special one-off livery before unveiling an eye-catching new branding during January’s Mexico City E-Prix.
A Vision for Collaboration
Under The Forest Road Company’s stewardship, CUPRA KIRO aims to partner with leading industry innovators to raise brand profiles through participation in FIA Formula E events. The association marks a pivotal start towards future commercial strategies aimed at establishing more relationships throughout Season 11 and beyond.
The Words Behind the Partnership
“Bringing on board CUPRA—an audacious automotive name—as our Co-Title Partner through this long-term collaboration signifies extraordinary progress for us,” commented Jeremy Tarica, Managing Director of The Forest Road Company. “Our partnership extends past motorsports; it embodies our mutual aspirations to challenge conventions while driving transformation within our fields together.”
Xavi Serra, Global Head of Racing at CUPRA emphasized that “Aligning with Kiro Race Co is a natural progression for us. By merging technical expertise with cutting-edge creators like them; we feel poised to compete fiercely at premier levels.” He added that their commitment stems from inherent racing values complemented by electric vehicle development initiatives.
A Collective Ambition
“I am thrilled about welcoming CUPRA aboard as our Co-Title partner moving forward,” declared Alex Hui,
A Bright Future Ahead
“The establishment of this multi-year alliance showcases not only confidence but also aligns impeccably alongside global emerging markets.” noted Jon Wilde,
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