CUPRA presents Own the Wheel, its first international art project, created by Fuego Camina Conmigo and curated by OFFF Studio. The initiative transforms the steering wheel into a cultural symbol to reclaim the role of the driver in the face of automation. Featuring works by European artists such as Jean Baptiste Anotin (Waiting for Ideas), Oliver Latta (Extraweg) and Sita Abellán, the brand transcends traditional advertising and proposes a creative reflection on control, emotion, and the human experience