Cupra was established by SEAT as a stand-alone brand in 2018, and the Spanish car maker has used it to launch bold new concepts of progressive cars and experiences. The partnership between Sennheiser and Cupra is intended to "redefine the in-car audio experience and push the boundaries of what is possible in the automotive space," as the two companies state. Cupra is a perfect playground for SEAT to experiment with bold new concepts in the transition to all-electric vehicles, and the Sennheiser AMBEO automotive division offers a range of solutions that deliver a differentiation.
Digitalization takes center stage in the Cupra Tavascan, an all-electric SUV coupe that seamlessly integrates advanced technology for a truly immersive driving experience. It boasts a state-of-the-art 15-inch infotainment system that is the largest ever seen in a Cupra model. This highly customizable system is complemented by a newly designed and developed Human Machine Interface (HMI), allowing for seamless interaction with the car's various functions.
Sennheiser has taken a unique approach to sound quality with the Tavascan, one that goes beyond simply adding more loudspeakers. Instead, an immersive sound experience is achieved through its proprietary software, meticulously tuned by Sennheiser’s expert sound engineers. The sound system in the Cupra Tavascan is powered by 12-speakers, with Sennheiser bringing its expertise and experience into the automotive space with AMBEO Concerto, the company’s latest software module for immersive audio.
Part of a suite of sophisticated processing tools for automotive audio, AMBEO Concerto allows for traditional stereo content to be played back in full three-dimensional depth and resolution. The algorithm distills the fundamental components of any piece of music, such as different instruments and room information, and redistributes them as objects throughout the car. Concerto can also be used to playback newer native immersive audio formats, such as Dolby Atmos. The customization options are equally impressive. The Tavascan's head unit allows users to customize the level of immersion and fine-tune the sound to their individual preferences.
"Both brands share a deep passion for music as an integral part of their brand identity. Through this partnership, we aim to unlock the full potential of audio in-car entertainment," says Veronique Larcher, Director of Sennheiser Mobility. "Our approach is disruptive, rebellious, and unconventional, which is reflected in the unique sound experience we've created for the CUPRA Tavascan."
"This is all part of Cupra's and Sennheiser's commitment to delivering a premium audio experience that is truly personalized," Larcher adds. "Together, we are setting a new standard for the automotive industry, providing an immersive and unique music experience."
"Our vision in 2019 was to reinvent electrification. We wanted to show the world that electric cars could be fun and sexy, with a great design, while providing unique sportiness. It was a dream back then, but with the CUPRA Tavascan, that dream is now a reality. Not only does our Tavascan look great, but it also sounds amazing, thanks to Sennheiser’s exceptional audio expertise," concludes Werner Tietz, Executive Vice-President for R&D at Cupra.
Designed and developed in Barcelona, the Cupra Tavascan will be produced at the Volkswagen Group’s Anhui factory in China, a state-of-the-art innovation hub for e-mobility.
The brand licensing for automotive is operated by Sennheiser Mobility, a separate software division that transforms the way that people experience content or communicate from the car. As a scalable and adaptive system, Sennheiser Mobility supports the evolution of transportation needs and redefines the in-vehicle audio experience for entertainment and communication.
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