Hot Ateca to lead new sub-brand’s launch line-up, which will kick-start with an unveiling next month
James Attwood, digital editor
31 January 2018

Seat has confirmed that it will turn its Cupra performance line into a stand-alone brand – and it has revealed the final version of the new logo.

The first Cupra-badged models, including a hot version of the Ateca SUV, will be unveiled next month.

Car sub-brands: the biggest hits and misses

The move was first reported by Autocar last year when a draft of the new logo was shown in trademark filings. According to a short press release presenting the new copper-coloured logo, the move will give Cupra "its own soul, its own DNA, its own identity by becoming a new entity.” It is understood that Seat branding won’t appear on Cupra models.

Talking to Autocar at the Frankfurt motor show in September last year, Seat boss Luca de Meo said turning Cupra into a stand-alone brand would give the firm the opportunity to “add another dimension”.

Opinion: why spinning off Cupra can help give Seat focus

The only Cupra model currently available is the limited-run 306bhp Seat Leon Cupra R. The Cupra range will be expanded in the coming years and using a stand-alone brand will give the freedom to diverge more from Seat’s regular line-up, drawing on the expertise of motorsport division Seat Sport.

It also allows for the prospect of limited-run Cupra-only models. Last year, Seat additionally filed trademark requests for the Bolero, Salsa and Tango nameplates, which have previously been used on concept cars.

Seat has long been positioned as the Volkswagen Group’s ‘youth’ brand and for years represented that with a focus on performance and emotion. But in recent years, that focus on smartphone- savvy younger buyers has prompted Seat to shift its attention to design, in-car technology and connectivity. It has also greatly expanded its model line-up with the launch of the Ateca and Arona SUVs.

Seat introduced the Cupra (a portmanteau of Cup Racing) badge in 1996 with a hot version of the Ibiza to celebrate the car’s victory in the 2.0-litre category of that year’s World Rally Championship. Since then, the Cupra name has been used sparingly. 

Read more

Opinion: why spinning off Cupra can help give Seat focus

Seat Leon Cupra review

Seat Ibiza Cupra review

Seat Ateca review

Our Verdict

Seat Leon Cupra

New hot hatch promises to outgun its rivals, including the Volkswagen Golf GTI

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Comments
6

31 January 2018

It's not just the limited run Cupra R currently available.  The 2WD Cupra hatch/estate and 4WD DSG ST are available.  90% of an Audi RS4 for 60% of the money (and less likely to get nicked!)

 

 

 

31 January 2018

But it's that last 10% that's the hardest to achieve, ask any athlete.

typos1 - Just can’t respect opinion

31 January 2018

"In a panic they tried to pull the plug"

31 January 2018

Doesn't VAG have enough brands? I can't say Abarth has worked for Fiat, DS for Citroen or previoulsy Maybach for Mercedes, so stop messing with brands. Not sure it serves any purpose.

31 January 2018
AndyT wrote:

Doesn't VAG have enough brands? I can't say Abarth has worked for Fiat, DS for Citroen or previoulsy Maybach for Mercedes, so stop messing with brands. Not sure it serves any purpose.

Lexus worked for Toyota, as does Infinity for Nissan and Acura for Honda. Dacia has be a runaway success story for Renault!  

1 February 2018

This isn't a Lexus Toyota or Infinity Nissan spin off where differnet models are designed and sold  this is a 'add plastic' and 'chip' existing Leon's and Ibitza's 

typos1 - Just can’t respect opinion

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