From dealer team to championship dynasty.
In 2016 the Volkswagen Group chose PWR to carry CUPRA in Sweden. Eight years later: nine STCC titles, a WTCR debut and a fully electric championship on a CUPRA platform.
Client
SEAT / CUPRA
Year
2016–2024
PWR companies
PWR Racing, E-PWR
What we did
Build
,
Tell
CREDITS
Racing: PWR Racing
Engineering: E-PWR
Client: Volkswagen Group Sweden
9
2022
The challenge
Carry a performance brand at full force.
CUPRA needed a platform that could carry the brand at full force across a dealer network, brand launches and a market moving fast toward electrification.
What we built
A team that won. An activation that sold.
A racing programme that won, and a commercial activation that sold: race cars, championship drivers and sim racing at dealer events and CUPRA Garage openings across Sweden. Gender equality as a standard from day one, with female drivers and mechanics.
The Result
Track performance, converted into commercial results.
Nine STCC titles and a historic 2022 grand slam, a first in STCC history.
The first woman to win an STCC race.
All 12 cars in the first fully electric STCC engineered by E-PWR.
“We are delighted to continue partnering with the PWR Group, driving the shift towards cleaner, more efficient mobility that benefits society and the planet.”
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