CUPRA spearheads motorsport innovation with a unique racing concept that showcases an exciting phygital future for the industry. The Exponential Experience multiplies the limitless potential of the gaming and digital universes with the emotion of driving a real car, using top-tier technology, stellar design, and dedication to bringing to fruition a new era for the world of motorsports.
Since its debut at the Exponential Impulse event in Berlin during the ABB FIA Formula E World Championship, the experience has been amplified to create a visceral connection between the driver, car, and virtual world. As drivers take the wheel of the 320KW CUPRA Racing Concept, they are immersed in a virtual world that is in direct communication with the vehicle, responding to driver skill by dynamically altering the car’s power and responsiveness.
“The CUPRA Exponential Experience brings to life something most drivers wouldn’t typically experience: the incredible feeling of driving an electric racing car. A unique racing concept merging the virtual and physical worlds. Allowing anyone to feel racing in a different way”
Xavi Serra, Head of CUPRA racing
Upgraded and Enhanced for One of Us: Welcome to the tribe
In the experience, what the driver sees is virtual, but what they drive and feel is real. Dynamic virtual environments take inspiration from the worlds of gaming and racing to define the new frontier of phygital motorsport.
Enhanced and upgraded, drivers take to the asphalt on two new tracks set on the streets of Barcelona. Each circuit is longer, faster, and more emotionally charged than what came before.
Introducing Reality Loop Technology
As a testament to CUPRA of innovation and disruption in racing, the Exponential Experience rewards driver skill and command. Reality Loop bidirectional interface technology allows events in the virtual and physical worlds to affect the car.
For example, collecting boost tokens trigger an instant rush of power as vehicle torque is amplified. Conversely, colliding with virtual objects will diminish the car’s physical speed. Reality Loop also enhances safety, where any deviation from the track will instantly cut power to the engine and switch the VR headset to return driver vision to the real world.
Audio Sensory Immersion by Sennheiser
Also new is the introduction of mixed reality sound design. Collaborating with high- fidelity audio specialist Sennheiser, effects are blended with real sounds from the vehicle’s engine, tyres and other elements, to create an immersive sensory experience that’s amplified to a new level.
The Limitless Frontier of Phygital Motorsport
To bring the project to life, the CUPRA Racing team designed a custom gaming computer chassis, sensor mounts, extensive safety features, and a two-way communication system with the vehicle’s electronics.
The rising popularity of gaming and influencer culture holds huge potential for the future of racing. The Exponential Experience represents CUPRA’s ongoing commitment to drive the evolution and global audience of motorsport while celebrating the skill and emotion of real world driving.
CUPRA is the unconventional challenger brand that brings together emotion, electrification, and performance to inspire the world from Barcelona. Launched in 2018, CUPRA has its corporate headquarters and a racing car workshop in Martorell (Barcelona), in addition to a global network of specialised points of sale.
CUPRA proves that electrification and sportiness are a perfect match, and in 2022 the brand hit new heights with over 150.000 vehicles delivered. Each successive launch of a model has marked a new milestone in defining the brand’s character, with a challenging and original design – from the CUPRA Ateca and CUPRA Leon, to the CUPRA Formentor designed exclusively to the brand, and the CUPRA born, the brand’s first 100% electric vehicle.
The CUPRA Tribe is made up of a team of ambassadors who want to be the driving force of change. Among its memebers are street artist TV Boy, Olympic gold medallists Adam Peaty, Melvin Richardson, and Saul Craviotto, German goalkeeper Marc ter Stegen, and two-time Ballon d’Or and best FIFA Award-winning footballer Alexia Putellas.
Find out more about CUPRA and its unique Exponential Experience here.
