One of the highlights of my study abroad experience in Barcelona has been learning about two of Spain’s most recognized automotive brands, SEAT S.A. and CUPRA.
As part of our program, I had the opportunity to present on both companies, exploring their histories, brand positioning, communication strategies, and how they have evolved to connect with today’s audiences. It was fascinating to see how SEAT S.A. and CUPRA have developed distinct identities while remaining part of the same organization.
Our visit became even more meaningful when we had the chance to hear from Jan Conesa Sagrera from CUPRA’s Communications team. He shared valuable insights into the brand’s communication and branding strategies, how CUPRA has built a strong and differentiated presence in the automotive industry, and the role that strategic communication plays in shaping brand perception.
Beyond discussing the brand itself, Jan gave us insight into how communications works within the company, including how teams respond during a crisis, examples of effective crisis communication strategies, and campaigns that have been particularly successful. He also discussed how CUPRA’s partnerships and brand ambassadors help strengthen the brand’s identity and why it is important that these collaborations align with the company’s values and image.
Experiences like these are what make studying abroad so impactful, connecting classroom concepts with real-world applications and learning directly from industry professionals.
Thank you to Jan Conesa Sagrera , CUPRA, and SEAT S.A. for taking the time to share your knowledge and experiences with us.
Isabela Rubi 
Leave a comment