Cupra x Meta

Driving Presales Before Cars Hit the Showroom

To bridge a critical supply gap, MSM.digital helped CUPRA bring an all-electric vehicle to life in mixed reality, transforming dealership engagement and unlocking presales across Europe before physical cars arrived.

MSM.digital

SUPER*

/ 1SP

Intro

OUR GOAL

Generate Demand Without Physical Vehicles

Ahead of the 2024 launch of the CUPRA Tavascan, demand was high, but supply chain delays meant vehicles wouldn’t reach showrooms in time to capitalise on early excitement. CUPRA needed a way to maintain momentum, inspire emotion, and enable dealerships to convert interest into presales without physical cars on-site. Working with Meta Quest, MSM.digital supported the creation and rollout of a mixed reality vehicle experience designed specifically for point-of-sale environments.

Our Scope

Mixed reality experience development

Dealership-ready MR deployment

Sales enablement & training rollout

Hardware strategy & logistics

Multi-market European scaling

Results

WHAT WE ACHIEVED

Presales Powered by Mixed Reality

The CUPRA Tavascan MR experience successfully filled the gap between launch and delivery, equipping dealerships with an immersive sales tool that maintained customer excitement, supported sales conversations, and generated presales without physical vehicles. The success of the initiative has since driven expansion across additional markets and models.

Presales generated before physical vehicles reached showrooms

580 Meta Quest headsets deployed across Europe

5+ European markets activated (DE, UK, FR, ES, IT)

2 full vehicle models recreated in mixed reality

Multi-month rollout from pilot to pan-European scale

Plans confirmed to digitise CUPRA’s full vehicle fleet