VW Group-owned SEAT has announced the launch of CUPRA as a standalone brand – 'a new brand with its own distinct identity'. The announcement was made at an event in Barcelona, where the new brand's first model was revealed, the CUPRA Ateca.
CUPRA will be pitched as a sporty brand, building on the sub-brand values of CUPRA within SEAT.
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SEAT said that CUPRA becomes its own entity, created to develop models in conjunction with SEAT and with the 'firm commitment to grow independently'. With this move, the brand will have dedicated floor space in approximately 260 specially selected SEAT dealerships across Europe.
"CUPRA is a big opportunity for SEAT, for our customers and for the business", said SEAT President Luca de Meo. "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."
This new brand will be a part of SEAT the same way as other wholly-owned companies such as SEAT Metropolis:Lab Barcelona. With this arrangement, the company seeks to diversify its business and develop new models that can prove to be profitable while continuing to strengthen its financial position.
SEAT Vice-president for Sales and Marketing Wayne Griffiths said: "Our ambition for the CUPRA brand is to double the sales within the next 4-5 years, focusing our business model on four main pillars: distribution, partnerships, racing and product."
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By GlobalDataCUPRA has partnered with small studios/workshops that will develop crafted, exclusive and limited edition products like L.G.R., TRAKATAN and FABIKE among others.
CUPRA is also collaborating with DAINESE, NINCO and other brands to support and share its passion for racing, technology and innovation.
CUPRA Ateca – The brand's first model
The CUPRA Ateca SUV is the brand's first model, described as the perfect car to launch CUPRA.
"CUPRA Ateca offers versatility like no other brand. It's about a unique model in its segment, with 300 PS, 4Drive and a new 7-speed DSG gearbox. It is the best example of balance between sportsmanship, fun at the wheel and ease of use in everyday life," said SEAT Executive Vice-President for Research and Development, Dr Matthias Rabe.
The new CUPRA Ateca's 2.0 TSI engine delivers 300 PS (221 kW). It is described by SEAT as one of the most technologically advanced engines on the market that works with a newly designed Otto Particulate Filter System to fulfil the latest Emission Legislations. The engine is also mated to a newly developed 7-speed DSG gearbox that has been 'developed to offer sportier gearbox feel with faster, smoother and more precise changes'.
The CUPRA Ateca also comes with the 4Drive traction system, one of the safest, most advanced integrated traction systems in the world. The 4Drive system analyses road conditions in real time, including the speed of the car, speed of each wheel, the steering wheel position, and the driving style or mode to quickly and progressively deliver power at each moment to the necessary wheels. The 4Drive system is optimised to work together with all the driving modes: Normal, Sport, Individual, Snow, Off-Road and, of course, the CUPRA mode. When selecting the CUPRA mode in the Drive Profile, the engine reacts immediately with a refined sound, and the adaptive suspension (Dynamic Chassis Control) setup is adjusted to give a sportier edge to the car.
