THE CHOSEN ONE

Watch out CUPRA's chosen one.

A cinematic wide shot from the CUPRA plug-in hybrid campaign; a driver stands in a vast, circular, wood-panelled archive holding a steering wheel. In the centre, a dark grey CUPRA Formentor levitates dramatically, illuminated by beams of light within the infinite, library-like structure.

CUPRA introduces ‘The Chosen One’, a new global campaign placing the driver at the centre and built around a defining idea:

It is not the driver who chooses the car, but the car that chooses the driver.

‘The Chosen One’ is inspired by the wand selection scene at Ollivanders in Harry Potter's and the Philosopher’s Stone that has shaped the collective imagination of an entire generation. Starring acclaimed British actor Tom Felton, known for portraying Draco Malfoy in the famous saga, the campaign explores the connection between driver and car through instinct, identity and belonging.

ARE YOU READY TO BE CHOSEN?

Some connections take time. Others are instant. When it's right, you don't decide, you recognise.

Leon

The dynamic Hatchback that senses your core. For those who feel adrenaline before the engine even starts.

Be Chosen

A clean, three-quarter front view studio photograph of a CUPRA Terramar SUV in a matte finish, with its body lines and copper accents clearly defined. The car is presented on a seamless, pure white background, showcasing its larger proportions, copper wheels, and LED lights under even, neutral studio lighting.

Terramar

For someone whose passion turns every road into something more. The Sporty Compact SUV — for the one who means it.

Be Chosen

A precise, three-quarter front view studio photograph of a CUPRA Formentor crossover SUV in a matte grey finish, highlighting its dynamic silhouette and signature sharp body creases. The car is placed on a seamless, pure white background, emphasizing its distinctive copper wheels and LED daytime running lights under soft, even studio lighting.

Formentor

Some icons don't get chosen. They do the choosing. The Formentor Crossover SUV casts its own spell.

Be Chosen

WITNESS THE RECOGNITION

Dive into the story that captured the essence of being chosen.

Dynamic aerial shot of a CUPRA driving along a winding forest road with motion blur on the trees for the CUPRA The Car Chooses the Driver campaign.

A matt grey CUPRA Formentor driving along a forest for the CUPRA The car chooses the driver campaign.

A CUPRA Leon driving dynamically around a curve on a scenic mountain road, showcasing its sporty SUV design for the CUPRA The Car Chooses the Driver campaign.

A bronze CUPRA Terramar driving dynamically around a curve on a scenic mountain road, showcasing its sporty SUV design for the CUPRA The Car Chooses the Driver campaign.

Close-up portrait of actor Tom Felton driving a car for the CUPRA The Car Chooses the Driver campaign.

Close-up of actor Tom Felton driving a car for the CUPRA The Car Chooses the Driver campaign.

Actor Tom Felton during a scene receiving a steering wheel in a shop for the CUPRA The Car Chooses the Driver campaign.

Actor Tom Felton during a scene looking at a steering wheel in a shop for the CUPRA The Car Chooses the Driver campaign.

Close-up portrait of actor Tom Felton in dark lighting for the CUPRA The Car Chooses the Driver campaign.

Overhead shot of a magical whirlwind of light swirling around a person in a shop for the CUPRA The Car Chooses the Driver campaign.

Wide interior shot of a circular shop with curved wooden shelves filled with steering wheels, featuring actor Tom Felton at the central counter for the CUPRA The Car Chooses the Driver campaign.

Tom Felton looking intently through a glass display case at a selection of steering wheels inside an atmospheric shop for the CUPRA The Car Chooses the Driver Campaign.

Visit The Steering Wheel Shop

Hostess exhibition

Steering wheel shop

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