Cupra has kick-started its spin-off from Seat with the introduction of a performance version of Seat’s best-selling SUV.
Seat yesterday announced the launch of the new sub-brand Cupra, which aims to form itself a new sporty identity.
The name ‘Cupra’ has been used across Seat’s brand for numerous years on its sport models, but now the brand has seen “a big opportunity” to split the brands.
The cars will also no longer be badged as Seats, with Cupra’s own badge featuring on all new sporty models – the badge is said to be “inspired by the attitude of tribalisation”.
Cupra is keen to emphasise its proposed formula based on these three policies – uniqueness, sophistication and performance.
The new Cupra Ateca features a 296bhp 2.0-litre TSI petrol engine used in the current Leon Cupra. It’s paired with 4Drive all-wheel drive, as well as a seven-speed DSG transmission. It’s capable of getting from 0-60mph in 5.2 seconds and reaching a top speed of 152mph.
Its 4Drive all-wheel-drive system is one of the smartest around, and analyses road conditions in real-time to deliver power consistently to the necessary wheel. An impressive six drive modes are also available, varying from snow mode to Cupra mode.
Standard equipment includes 19-inch alloy wheels, swathes of Alcantara, an eight-inch touchscreen featuring a 360-degree top camera, satellite navigation, a digital cockpit and park assist.
The launch also allowed new brand to unveil its first race car – the Cupra TCR. With the body design based on Seat’s Leon, it comes with aerodynamic bumper designs, racing seats and a race-specific ECU.
Cupra displayed what Seat’s Ibiza and Arona would look like following the Cupra treatment, although neither are part of the line-up yet.
Seat president Luca de Meo said: “Cupra is a big opportunity for Seat, for our customers and for the business. The whole project has surfaced as the dream of a group of people who were looking for a way to conquer a new group of car lovers.”
