Two companies with very different histories but a shared focus on emotion, innovation and design have celebrated their partnership, as the CEO of Cupra and SEAT, Markus Haupt (pictured above), visited Sennheiser’s headquarters in Germany to meet with Daniel Sennheiser.
The meeting brought together two generations of family-led innovation, with Sennheiser now celebrating 80 years of audio development, while SEAT marks its 76th anniversary and Cupra celebrates eight years since becoming a standalone performance brand.
Hosted at Sennheiser’s Wedemark headquarters, where the company has developed its audio technology since 1945, Haupt and Sennheiser discussed the role of sound in creating emotional experiences, as well as the shared values connecting the two brands.
Daniel Sennheiser, chairman of the board of directors of the Sennheiser Group, leads the company alongside his brother Andreas as the fourth generation of the Sennheiser family continues the company’s legacy.
The visit also highlighted the work of Sennheiser Mobility, the automotive division responsible for bringing the company’s audio expertise into vehicles through partnerships with manufacturers including Cupra.
Felix Teufel, managing director of Sennheiser mobility, highlighted the importance of the meeting: “Partnerships like this are about more than technology. They are built on shared values. With music deeply embedded in Sennheiser’s DNA, there is a natural connection to a brand like Cupra, where emotion and performance play a central role.”
The collaboration’s latest result can be found in the all-new Cupra Raval, which features an optional Sennheiser immersive 12-speaker sound system with AMBEO technology. Designed specifically around the Raval’s cabin, the system features a 475W amplifier, 12-speaker layout, Sennheiser’s Concerto algorithm for immersive sound and Contrabass technology to enhance low-frequency performance.
Drivers can personalise the experience through different immersion levels, sound focus settings and sound characters, allowing the system to be tailored for music, speech or a more powerful club-style listening experience.
Following his visit, Haupt said the partnership reflected the shared approach of both companies: “Sound isn’t just something you hear, it’s something you feel. Walking through these facilities, you see exactly why we chose them as our audio partner: the same fusion of precision and emotion that drives everything we do at Cupra.”
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