CUPRA e-ambassador

CUPRA and Mattias Ekström electrify the track.

A true racing pioneer, Mattias Ekström has mastered different forms of the competition in his 25 years of experience; touring, karting and rally. Now the Swedish race car pilot takes to the track with a new challenge yet again. He takes the wheel as the new CUPRA e-ambassador and official driver of the innovative CUPRA e-Racer; the world’s first electric Racing touring car.

Trailblazers in their respective fields, CUPRA and Ekström’s alliance truly embodies the love of the sport and the spirit of innovation. Ekström is a FIA World Rallycross Champion, two-time DTM champion and three-time winner of the Race of Champions and is one of the most versatile drivers in the world. CUPRA’s enterprising spirit lead to the creation of the world’s first 100% electric racing touring car. With Ekström joining the CUPRA Tribe to lead the brand’s electric racing strategy, the stage is set to reinvent the future of motorsport racing. 

“Joining CUPRA is a natural move for me. After a career dedicated to the racing world where I had explored every combustion engine format, I wanted to transition to electric racing with CUPRA, which has been a pathfinder in this segment since its creation”, said the new CUPRA e-ambassador.

Working with CUPRA’s engineers, his experience and expertise will be applied in the development of future racing vehicles, while using the CUPRA e-Racer as test vehicle. The touring car can deliver 300 kW of continuous power and up to 500 kW at its peak. It takes only 3.2 seconds for it to go from 0 to 100km/h and reaches a top speed of 270km/h. All while using alternative propulsion.    

“Electric propulsion is going to be at the core of CUPRA’s racing strategy. We will leverage Mattias’ racing experience and innovation skills to reinvent the future of racing and develop new experiences around global motorsport”, stated Antonino Labate, director of CUPRA Strategy, Business Development and Operations.