Cupra is launching a campaign aimed at promoting a global request for the digital version of Oxford Languages to update the definition of “Racing,” which is currently mainly associated with horse racing.
The brand intends to visibly and prominently integrate motor racing as the contemporary reflection of this word. Cupra understands that currently, the predominant definition of “Racing” in the online version of Oxford Languages continues to revolve around horse racing. A legacy of the past that, while respected, no longer represents what millions of people today associate with speed, competition, and innovation.
Thus, the automotive brand of the VW Group is now ready to lead a change that goes beyond language: it wants to drive a global conversation about how words evolve at the pace of culture, technology, and passion.
For this mission, Cupra wants to engage passionate fans of driving and the world of racing, and is calling on content creators, storytellers, visual communicators, and journalists to actively join this initiative, contributing their perspectives, creativity, and influence to amplify the message.
To this end, the instructions are clear and all interested parties should share their personal vision of what “Racing” means, which can be done through a short video, an opinion article, an audiovisual piece, or a podcast.
In addition, it should use the current definition of the word “Racing” as a starting point and compare it with reality. Finally, it should sign the petition and add your video testimony on the designated website.
The campaign will feature testimonies from prominent figures in the world of motorsport: from the drivers of the Cupra Kiro team in Formula E to brand ambassadors, including key influencers from Racing culture. Each testimony will be part of a collective message: motorsport is the racing of our generation.
